Google will provide limited data processing to help companies comply with the California Consumer Privacy Act (CCPA), the company said Wednesday. When limited data processing is enabled, Google will act as an affected data processing service provider to companies (advertisers, publishers, or partners). What this means for advertisers, read here.
Limited data processing, Google said, "will limit the use of certain unique identifiers and other data processed for you to provide services only for specific business purposes."
What is the CCPA? Similar to the EU Data Protection Directive (GDPR), the CCPA provides a set of privacy policies for residents of the State of California. It is scheduled to enter into force on 1 January 2020. Concerned companies must give residents of California the opportunity to revoke the sale of their personal information on their website's homepages. CCPA applies to companies that meet some of the following criteria: have annual gross revenues of at least $ 25 million; Buying, receiving or selling personal information of at least 50,000 consumers, households or devices; generate at least 50% of their annual revenue from the sale of personal data.
How limited data processing works. With limited data processing capabilities, such as adding users to remarketing lists, similar audience seed lists are not available. Google notes that for app campaigns, this means that users who download an app from an ad will continue to see ads for the app.
Conversion tracking and measurement continue to operate with limited data processing, as well as the provision of ads, reporting, measurement, security and fraud detection, troubleshooting, and product improvement information.
Tracking or delivering third-party ads is not affected when limited data processing is enabled. Ads will continue to show on the Google Display Network and other networks unless they are disabled by a publisher. Google will not respond to bid requests for cross-exchange display remarketing ads when a publisher sends an opt-out signal.
It can be implemented to apply to all users in California or on a per-user basis, such as when users click the "Do not sell my information" link.
How advertisers can activate it. The direct upload of Customer Match and Store Sales already works with limited data processing and users do not have to take action.
Google ads set the allow_ad_personlization_signals parameter to false and enable limited data processing. You only need to set it once to apply it to all products that have been configured through your global site tag (gtag). Further details can be found on this help page.
Disable the personalized advertising features described here for app campaigns using the Firebase SDK.
responsibilities. Advertisers, publishers, and partners working with Google are responsible for ensuring that their products comply with CCPA regulations. The partners have to decide for themselves when and how they want to activate restricted data processing.
Limited data processing, Google said, does not apply to "sending or sharing information with third parties" with whom advertisers, publishers or partners collaborate.
When you share data between Google products, the data is also subject to the terms of the recipient's product.
Why should we worry. If your business falls under the CCPA, you want to be sure that you comply with the regulations for your digital marketing efforts. With California's population in mind, this requirement will affect their ability to reach a target audience with a potentially significant percentage of their potential audience based on website visitors and customers (California accounts for 12% of the US) Population out). ,
This story first appeared on our sister site MarTech Today.
About the Author
Ginny Marvin is the editor-in-chief of Third Door Media and oversees daily editorial processes in all publications and monitors paid media reporting. Ginny Marvin writes about paid news and trends in digital advertising and analytics for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both internal and agency management positions. It can be found on Twitter as @ginnymarvin.