Google announced that it will allow websites and apps using its advertising tools to block personalized advertisements to consumers with Internet addresses originating in California or any other jurisdiction as part of the preparations for the California Consumer Privacy Act (CCPA) that enters into effect on January 1, 2020. 

Under the CCPA, businesses are obligated to allow consumers to opt-out of the sale of their personal information. A business that allows advertisers to use its consumers’ information to target, tailor and present personalized advertisements may be considered to be engaging in the ‘sale’ of consumer information because it makes available personal information of its users to the ad network in exchanges for monetary consideration – that is, the revenue it reaps from presenting ads on its website or app. 

Google’s announcement explains that when the “restricted data processing” feature is triggered, advertisements will only be based on general data such as the users’ general location or the general subject of the page the user views. Google also committed to not record users’ information for future advertising purposes. 

CLICK HERE for Google Ad’s guide on helping its customers comply with the CCPA.