Your Cart
No products in the cart.

sel logo
Search Engine Land » PPC » Google updates data privacy policies for targeted ads in the EU
Google is toughening its data privacy policies for targeted ads in Europe to comply with the Digital Markets Act (DMA).
Brands and advertisers will begin to notice the changes, such as additional consent banners and a new Data Portability API, as they are rolled out in the coming weeks.
Why we care. Tougher data privacy policies might affect Google’s capacity to deliver personalized ads and content. This could potentially reduce the effectiveness of advertising campaigns, as they may not effectively reach the desired target audience as accurately.
Additional consents. Google is rolling out a new consent banner to users in the EU in the coming weeks. It will ask for permission to share data for personalized content and ads. If you don’t give permission, certain features may be limited or unavailable.
Data portability. To address new requirements for transferring data to third-party apps or services, Google will soon be testing a Data Portability API for developers.
What is data portability? Data portability is the transfer of data between various applications, programs, computing environments, or cloud services. This enables service providers to pursue targeted advertising.
Choice screens. Google is also introducing additional choice screens on Android phones, allowing users to switch their default search engine or browser more easily. These screens will be visible during device setup on Android phones and within the Chrome app on desktop and iOS devices.
Search update. In addition, Google is adding dedicated units with links to various comparison sites and search page shortcuts for refining searches in the coming weeks. In specific categories like hotels, Google is trialing a dedicated space for comparison sites and direct suppliers to show more detailed results such as star ratings. Some features, like the Google Flights unit, will be removed when the changes are implemented.
What is the Digital Markets Act (DMA)? The DMA is a new piece of legislation designed to ensure that large online platforms, called “gatekeepers”, behave in a fair way online to create a fair and open environment for online businesses. The legislation comes into effect in March.
Who are the gatekeepers? Gatekeepers are large online platforms like Google that meet the following criteria:
DMA violation penalties. The consequences of non-compliance with the DMA includes:
What Google is saying. Oliver Bethell, Director, Legal, Google, said in a statement:
Get the daily newsletter search marketers rely on.
See terms.
Deep dive. Read Google’s announcement in full for more information.
Related stories
New on Search Engine Land
About the author
Related topics
Get the daily newsletter search marketers rely on.
See terms.
Learn actionable search marketing tactics that can help you drive more traffic, leads, and revenue.
Online Feb. 28-29: SMX Master Classes
Online June 11-12: SMX Advanced
Online Nov. 13-14: SMX Next
Discover time-saving technologies and actionable tactics that can help you overcome crucial marketing challenges.
April 15-17, 2020: San Jose
Leverage AI-driven SEO to Increase Traffic, Revenue and Online Reputation
AI-Forward Marketing: Your Roadmap to Revenue Growth in 2024
Power Up Your Marketing Programs with Google Analytics 4 and Salesforce Marketing Cloud
Email Marketing Platforms: A Marketer’s Guide
Customer Data Platforms: A Marketer’s Guide
Marketing Automation Platforms: A Marketer’s Guide
Marigold’s 2024 Global Consumer Trends Index
Meet your new AI-powered marketing assistant!
Get the must-read newsletter for search marketers.
Our events
Follow us
© 2024 Third Door Media, Inc. All rights reserved.
Third Door Media, Inc. is a publisher and marketing solutions provider incorporated in Delaware, USA, with an address 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539. Third Door Media operates business-to-business media properties and produces events. It is the publisher of Search Engine Land the leading Search Engine Optimization digital publication.