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The General Data Protection Regulation (GDPR) is a comprehensive data privacy regulation enacted by the European Union (EU) to protect the personal data and privacy of individuals within the EU and European Economic Area (EEA). It imposes strict requirements on how organizations handle personal data and gives individuals greater control over their personal information.
Here’s an overview and guidance on complying with the GDPR, specifically tailored for publishers, along with tools provided by Google to help ensure compliance:
- Controller Responsibilities:
- Both publishers and Google operate as independent controllers of personal data within Google’s publisher suite (including Ad Manager, Ad Exchange, AdMob, and AdSense).
- Google’s designation as a controller doesn’t grant additional rights over data derived from a publisher’s use of its products. Google’s data usage remains subject to contractual terms with publishers and feature-specific settings chosen by publishers.
- Publishers are responsible for obtaining consent for their use of Google’s ads products on their properties, in accordance with GDPR requirements.
- Processor Features:
- Google operates as a data processor for certain features within its ad management platforms (Ad Manager, Ad Exchange, AdMob), processing data on behalf of relevant publishers and following their instructions.
- Consent Support:
- GDPR introduced new obligations regarding user consent. Google provides optional tools to help publishers gather user consent across their websites and apps, including Funding Choices ‘Privacy & messaging’, updates to suggested consent language at cookiechoices.org, and a consent component for Accelerated Mobile Pages (AMP).
- Google collaborates with industry bodies like IAB Europe on transparency and consent frameworks, aiming for interoperability with its publisher ad serving products.
- Control over Ads Personalization:
- Google offers publisher controls for ads personalization, including Ad Technology Provider Controls and a non-personalized ads solution.
- Ad Technology Provider Controls enable publishers to select preferred partners for measuring and serving ads to EEA and UK users, ensuring compliance with GDPR.
- Non-personalized ads use only contextual information and don’t rely on cookies for personalization, requiring consent for certain cookie usage under the e-Privacy Directive.
- European Child Privacy Regulations:
- Google commits to compliance with the Age Appropriate Design Code (AADC) and additional child privacy regulations in the EEA, UK, and Switzerland.
- Publishers may not show personalized ads to users under 18 in these regions. Google implements safeguards and filtering mechanisms to enforce age-appropriate ad targeting.
- GDPR Legal and Regulatory Guidance References:
- Publishers can refer to various GDPR guidelines and regulatory documents, including those provided by the Article 29 Working Party and IAB Europe, for detailed guidance on compliance.
To help publishers comply with privacy laws in certain US states such as California, Virginia, Connecticut, Colorado, and Utah, Google provides the option to enable restricted data processing (RDP) within AdSense. Here’s how publishers can take control of the data processing settings in AdSense to comply with these laws:
- Service Provider Terms:
- Google offers service provider terms, which supplement existing data protection terms, effective from January 1, 2023. These terms will be incorporated into existing contracts for customers on online contracts and updated platform contracts automatically.
- Enabling Restricted Data Processing (RDP):
- Publishers can configure RDP for traffic in applicable US states or any region globally. When RDP is enabled, AdSense will not serve ads based on a user’s prior behavior and will send non-personalized ad requests to all bidders.
- There are multiple ways to enable RDP:
a. Consent Management Platform (CMP):
- Publishers can work with a CMP to communicate consent signals to advertising partners. Google’s consent management solutions allow enabling RDP to serve non-personalized ads for eligible users in applicable US states.
b. Publisher Ad Tags:
- RDP can be activated for specific users via GPT and AdSense/Ad Exchange asynchronous ad tags on a per-request basis. This can be useful for displaying opt-out links such as ‘Do Not Sell My Personal Information’.
c. Standardized IAB Framework:
- Publishers can use the IAB Tech Lab US Privacy String to apply RDP where necessary. AdSense, AdMob, and Ad Manager will begin supporting the IAB Tech Lab’s Global Privacy Platform (GPP) for applicable US states, activating RDP whenever the GPP signal is received.
d. Privacy & Messaging Settings:
- Publishers can change their CPRA settings in the AdSense UI to restrict data processing and show only non-personalized ads to eligible users in applicable US states. These settings apply to all US states covered by privacy legislation.
- Note:
- The IAB intends to deprecate the US Privacy String by January 2024 in favor of GPP. However, AdSense will continue to read the US Privacy String to support app partners, though it may be deprecated in future SDK releases.
By utilizing these options, publishers can effectively manage their compliance with US states’ privacy laws, ensuring that data processing aligns with regulatory requirements while maintaining advertising revenue opportunities.
o assist publishers in complying with privacy laws in specific US states like California, Virginia, Connecticut, Colorado, and Utah, Google offers the option to enable restricted data processing (RDP) within AdSense. Here’s a guide on how publishers can take control of the data processing settings in AdSense for these states:
- Service Provider Terms:
- Google provides service provider terms, which supplement existing data protection terms, effective from January 1, 2023. These terms will automatically be incorporated into existing contracts for customers on online contracts and updated platform contracts.
- Enabling Restricted Data Processing (RDP):
- Publishers can configure RDP for traffic in applicable US states or any region globally. When RDP is enabled, AdSense will not serve ads based on a user’s prior behavior and will send non-personalized ad requests to all bidders.
- There are several methods to enable RDP:
a. Consent Management Platform (CMP):
- Many publishers work with CMPs to communicate consent signals to advertising partners. Google’s own consent management solutions allow enabling RDP via the Privacy & messaging tab, ensuring compliance with applicable US state privacy laws.
b. Publisher Ad Tags:
- Publishers can activate RDP for specific users through GPT and AdSense/Ad Exchange asynchronous ad tags on a per-request basis. This could be useful for displaying opt-out links such as ‘Do Not Sell My Personal Information’.
c. Standardized IAB Framework:
- Publishers can choose to use the IAB Tech Lab US Privacy String to apply RDP where necessary. AdSense, AdMob, and Ad Manager will support the IAB Tech Lab’s Global Privacy Platform (GPP) for applicable US states by Q1 2024, activating RDP whenever the GPP signal is received.
d. Privacy & Messaging Settings:
- Publishers can adjust their CPRA settings in the AdSense UI to restrict data processing and display only non-personalized ads to eligible users in applicable US states. These settings apply to all US states covered by privacy legislation.
- Note:
- While the IAB intends to deprecate the US Privacy String by January 2024 in favor of GPP, AdSense will continue to support the US Privacy String to accommodate app partners. However, it may be deprecated in future SDK releases.
By utilizing these options, publishers can effectively manage their compliance with privacy laws in the specified US states, ensuring that data processing aligns with regulatory requirements while maintaining advertising revenue opportunities.