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US: Google rolls out CCPA compliance tool

By  |  November 25, 2019

Google has rolled out a new privacy tool that will enable web advertisers and publishers that use Google’s ad services to curb behavioral targeting.

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    The “restricted data processing” tool is aimed at helping web companies comply with the California Consumer Privacy Act, set to take effect in January. Among other provisions, that law allows consumers to opt out of the sale or transfer of their data.

    “When you enable restricted data processing, Google will limit how it uses data. Certain features will be unavailable, including adding users to remarketing lists, adding users to similar audience remarketing seed lists, and related functionality,” the company wrote in a blog post. “For App campaigns, enabling restricted data processing may mean that the users who install your app will continue to see ads for that app following installation.”

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