Huh? According to AdExchanger.com, Google will allow sites and apps to disable personalized ad serving across its ad products to help partners comply with the California Consumer Privacy Act (CCPA). The CCPA goes into effect in less than six weeks on January 1, 2020. While this is a huge step from Google and for the consumers’ of California, Google themselves will not limit data flow to third-parties and vendors.
How does it work? Advertisers and publishers will be able to restrict how data is processed through Google Ads, App Campaigns and Google Analytics. Google will act as a service provider for the advertisers, which means that data can only be used for certain limited business purposes. Purposes like ad delivery, reporting and measurement, security and fraud detection, debugging and product feature optimization, but not personalization.
Protect Your Neck: In most cases, sites and apps must actively enable restricted data processing, otherwise third-party ad tracking and ad serving will continue as normal. Restricting data processing through Google is not the same as a full CCPA compliance strategy. Any protection provided by Google limiting data flow in certain circumstances does not apply to third-party tracking and serving vendors. As always the best defense is your own knowledge and understanding, but to learn more check out Business Roundtable’s framework for data protection or IAB guidelines.