New Rule in  January 2023: Publisher Preferences For Google AdSense Data Protection Law

In 2023, new data protection regulations will be implemented in California, Colorado, Connecticut, Virginia, and Utah. The laws are applicable to the gathering and handling of personal data.

It’s not quite obvious if this is dependent on the Internet Protocol (IP) address coming from the computer, mobile phone, or other device.

In November, Inside Performance got in touch with Chris Coomer, NP Digital’s vice president of data analytics and insights.

In accordance with the General Data Protection Regulation (GDPR) in Europe, Google already provides publishers with data protection terms.

With effect from January 1, 2023, it will now offer service provider conditions to complement those current legislation. Without the advertiser taking any action, the service provider terms will be included into Google’s current contracts via the data protection terms.

By default, data processing in Ad Manager is unrestricted, and consumers will see tailored adverts on publishers’ websites or mobile applications.

The settings will need to be changed to limit data processing and only display non-personalized advertisements to qualified users in California in order for the ads to comply with CCPA regulations.

The advertising partners who are qualified to receive bid requests for consumers that Google assesses are in California are chosen if marketers choose “Don’t restrict data processing.” It’s unclear how Google accomplishes this, particularly for those like me who move frequently between states or have a home in California but don’t reside there permanently. Google will only start displaying non-personalized advertising when publishers choose restricted data processing, which will restrict the ways it utilizes data.

At the time this piece was posted, Google has not responded to a request for more details. According to Google, publishers will have to choose when and how to activate the restricted data-processing mode based on the company’s compliance requirements and legal analyses.

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