Google Analytics gives additional control to marketers with new data privacy settings

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 04, 2020, 12:23 PM UTC

It will let publishers disable personalisation, delete data and offer greater control over consumer data privacy.

The new settings will enable advertisers to control over data collection, while also complying with privacy regulations like GDPR. It has given advertisers the ability to choose what data Google can collect and offers six new privacy options.

The California-based search engine giant will allow for disabling advertising features (both web and app) and advertising personalisation, among others. Six further data settings have also been introduced, including an ability to anonymise IP addresses, set the data retention period and review Google signal settings.

The latest update will also enable marketers to disable ad personalisation or control it by geographical location. Marketers can further request to have their data deleted at all levels.

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