Google enables restricted data processing
Google announced that it would enable restricted data processing to allow businesses to become CCPA compliant. Currently, the feature enables advertisers, publishers, and other partners with the ability to manage their compliance with the California Consumer Privacy Act (CCPA). Google will act as a data processing service provider for affected businesses’
What’s with the California Consumer Privacy Act (CCPA)
The CCPA is California’s response to the EU’s General Data Protection Regulation (GDPR). The CCPA is the data privacy legislation that lays out the rights of California state residents. This law is applied to businesses throughout California. The CCPA contains criteria that marketers must meet including data processing, revenue, and other factors pertaining to their businesses. “Restricted data processing does not extend to the sending or disclosure of data to third parties that you may have enabled in our products and services,” says Google.
How restricted data processing works
With this feature enabled Google and isolate identifiers and data and limit them.
With these identifiers, Google will limit how it uses the data. Features such as adding users to remarketing lists such as the audience seed list will not be available with restricted data processing being enabled. This means that users who download an app from an ad will continue to see ads for the app.
Services that will continue working with restricted data includes:
- Fraud detection
- Product improvement information
The ads will continue to be displayed through the Google Display Network unless they’re disabled by the publisher. Other networks will not be affected.
Affected businesses that disabled sharing with Google products and services will still work. Google Analytics will act as a service provider for these marketers, and will only use data collected on behalf of the customers in Google Analytics that were provided its services.
What does this mean for you
Advertisers, publishers, and partners that are partnered with Google are responsible for ensuring their compliance with CCPA. Data will be subject to the terms of the recipient product when sharing data between Google products.
Google Ads created this new feature for businesses to expand their businesses throughout California. This new feature will be able to lead them to clients and retarget their customers.