Google’s “restricted data processing” to enable CCPA compliance

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 22, 2019, 10:46 AM UTC

When restricted data processing is enabled, third-party ad tracking or serving won’t be affected.

In order to help organisations comply with the California Consumer Privacy Act (CCPA), Google is now set to offer restricted data processing in Google Ads, Google Analytics and Firebase SDK. Such processing will “restrict how it uses certain unique identifiers, and other data processed in the provision of services to you, to only undertake certain business purposes.”

Upon applying restricted data processing, one wouldn’t be able to add users to remarketing lists and similar audience seed lists won’t be available.

However, conversion tracking, measurement will continue to work. So will ad delivery, reporting, measurement, debugging, product improvement information, security and fraud detection.

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