Google has a long history of taking a user-first approach in everything we do. As a part of our commitment to users, we never sell personal information. We give users transparency and control over their ad experiences via My Ad Center, My Account and several other features to help you manage your account. Per our Personalized advertising policy, we never use sensitive information like health, race, religion, or sexual orientation to personalize ads. We also invest in initiatives such as the Coalition for Better Ads, the Google News Initiative, and ads.txt to support a healthy and sustainable ads ecosystem.
Google welcomes privacy laws that protect consumers. In May 2018, we launched several updates to help advertisers and publishers comply with the General Data Protection Regulation (GDPR) in the EEA and the UK.
These Google Marketing Platform products and features already operate using restricted data processing:
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Display and Video 360
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Search Ads 360
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Campaign Manager 360
Users of the above-mentioned products and features require no action to enable restricted data processing.
U.S. states' privacy laws and the Google Marketing Platform
As of April 2025, Google accepts IAB's US National, California, Virginia, Colorado, Connecticut, and Florida state strings via the Global Privacy Platform (GPP) for Display & Video 360. Our support for U.S. State and U.S. National strings respect an opt out of Sale, Share, or Ad Targeting. Partners may either provide individual state strings, and/or they may provide the U.S. National string for applicable U.S. States supported by IABs GPP.
As a reminder, each customer is responsible for using Display & Video 360, Campaign Manager 360, and Search Ads 360 in compliance with U.S. states privacy laws and other applicable laws. Please note the following:
- Our support for U.S. State and U.S. National strings' opt-out of Sale, Share, or Ad Targeting does not extend to the sending or disclosure of data to third parties from products in the Google Marketing Platform (GMP). You must ensure you’ve taken any measures with respect to such third parties as required to meet your restricted data processing compliance needs.
- If you share data from one Google product to another Google product, data, once shared, will be subject to the terms of the product that receives the data.
- Our support for US state and US national strings' opt out of Sale, Share or Ad Targeting does not apply to data shared with other properties that do not also support these opt-outs. This includes, but is not limited to, when audience list data is shared from Display & Video 360 with Google Ads, when YouTube conversion tracking is enabled for Floodlight, and similar functionality.
- Please review your existing settings in Display & Video 360, Campaign Manager 360, and Search Ads 360 to ensure you're using these products in compliance with U.S. states privacy laws and other applicable laws.
The Global Privacy Platform (GPP) and Campaign Manager 360
Google is a certified partner under IAB Privacy’s Multi-State Privacy Agreement (MSPA) Certified Partner Program (CPP) and has integrated with the IAB CCPA Framework v1.0 Technical Specifications. Google doesn’t require partners to sign the IAB Multi-State Privacy Agreement (MSPA) in order to work with Google. MSPA Certified Partners are permitted to process MSPA covered transactions without signing the MSPA. Developed by the IAB’s Tech Lab, the Global Privacy Platform (GPP) is a standardized framework for storing and passing user privacy consent preferences. Campaign Manager 360 will support the GPP for publishers that want to use it for U.S.-based inventory. This applies for the following:
- U.S. National string
- U.S. state strings (CA, CO, CT, VA, and FL)
- Kids parameters
Campaign Manager 360 will not support the GPP for the following:
- IAB Canada TCF
- US Privacy String
- US States Utah
- IAB EU TCF v2.2
