Google Advertisers: Get Ready for GDPR Compliance

accepting cookies on computer screen

GDPR compliance for Google Advertisers is not as difficult as it might seem. Using a couple of Google products can help you get ready for the new regulations. These include Privacy policies and Cookie management. If you aren’t sure what these options are, read on for some useful tips. 

Informed consent

If you’re a digital marketer, you’ve probably been curious about the new Informed Consent for Google Advertisers feature. Designed to help advertisers better manage cookies and adjust Google tags based on consent, this new feature can provide some serious benefits. Here’s a look at some of its benefits. And keep reading to find out how you can use it to your advantage. For starters, you’ll have more data to optimize your campaigns and better understand what’s working and what’s not.

gdpr logo

  • Informed consent for Google Advertisers requires informed consent from site visitors. While most advertisers don’t use Google Custom Audiences, those that do must prove the data is “kosher” before it’s used. While the GDPR is far from enforcing all its provisions, it does promise to be one of the most comprehensive consumer protection programs in history. 
  • One of the most important benefits of Informed Consent Mode is that it will bring user privacy and consent closer to the forefront. For years, the Internet has been a wild west of mass data harvesting, but over the last five years, massive data breaches and illegal election interference brought the issue to the public’s attention. As a result, a growing distrust of big tech companies has fueled the demand for an effective way to increase privacy. That’s why using a trusted GDPR tool is best for this purpose.
  • Informed consent for Google Advertisers is critical for the continued use of AdWords. While Google has made many representations about privacy, it is alleged that it changed its privacy settings without consent. DoubleClick, the ad-serving technology provider, was the company Google relied upon for these services. DoubleClick uses Google’s DoubleClick advertising technology to display advertisements across third-party sites.

Privacy policies

Google advertisers must comply with all applicable laws and regulations. However, privacy laws can add additional requirements not addressed in Google policies. For example, the California Online Privacy Protection Act (CalOPPA) affects any service offered in California. It requires companies to honour “Do Not Track” signals from web browsers and is probably applicable to Google’s Remarketing tools. In addition, California has laws on how companies use their data. These laws and rules should be read carefully before engaging in online advertising.

  • In March 2012, Google consolidated its privacy policies across its services and websites. Now, users can cross-reference information across services. This policy change is known as “One Policy, One Google Experience” by Google. But EU regulators are trying to stop Google from implementing this move. They’re worried about Google’s move to limit third-party cookies. However, the company’s new policy will not affect the data-collection practices of its ad competitors.
  • The Privacy Policies for Google Advertisers must be included in every Google Play Store application. The apps must include a prominent disclosure that discloses the use of the information collected, limit processing to the stated purpose, and obtain consent before collecting personal data. In addition, they can’t be hidden within other terms and conditions or included in expiring messages. Further, privacy policies must be clearly visible to users, and consumers can opt-out by changing their browser settings.
  • In addition to the new policies, Google has changed its User Data Policy, which governs data collection and usage for advertisers. Google hopes to give consumers more control over their data while strengthening security with new safeguards. It has also updated its Play Console Help page regarding Advertising IDs. These updates will be implemented later this year. The changes will affect advertisers who use Google Advertising IDs. There is no definite timeline for when the changes will be implemented, but the new policy should be in effect by then.

Cookie management

If you are worried about how to comply with GDPR regulations, you should know that Google has made it easier to comply by implementing cookies and other tracking technologies in your ads. Google Consent Mode helps you maintain the balance between data privacy and data-driven business. With custom banner designs and CookieInfo cookie management solutions, you can achieve this winning combination. Listed below are some of the benefits of GDPR compliances for your Google Advertisers.

gdpr graphic

  • To be compliant with GDPR, you must first get consent from your users. If you collect personal data through Google’s advertising products, you must obtain consent from the users and keep their consent records for future reference. Likewise, you need to give clear instructions on how to revoke consent at any time. Also, you must clearly identify the parties from which you collect personal data and provide prominent information about their use.
  • Cookie management is crucial for Google Advertisers to meet GDPR compliance requirements. The UK’s Competition and Markets Authority (CMA) has begun an investigation into Privacy Sandbox. Google is not required to delete cookies from browsers; it only eliminates those from different domains. Furthermore, website owners must get informed consent from their users when collecting personal data through cookies, including by providing information about third-party cookies and how to manage them.

IP anonymization

Increasing the use of IP anonymization for Google Advertisers is a simple, yet powerful, change that website owners can make. IP addresses are abbreviated in member states of the European Union and other signatory countries, but they are sent to US servers where Google analyzes them. The information Google collects is used to create a more accurate picture of how users interact with a website and to offer additional services related to Internet usage.

  • While Google’s IP anonymization function doesn’t prevent your ads from tracking your visitors’ IP addresses, it is essential to make sure that the code you use for Google Analytics is updated. It is particularly necessary to update your privacy policy because the GDPR has changed the definition of IP addresses. In Europe, tracking IPs without consent is a legal offence. To avoid this situation, consider using CookieScript, a privacy policy generator that automatically updates its templates to meet legal requirements.
  • While Google’s IP anonymization for advertisers won’t directly affect the ad tech industry, it does shine a light on the practice of IP tracking. After all, it is the largest digital advertising company in the world, and other companies should follow suit. However, privacy advocates will still have to fight companies that control devices and browsers to protect our privacy. If we’re not successful, we’ll be in for a long time.
  • Thankfully, Google has a solution for this problem. Using anonymization services, like IP anonymization for Google Analytics or using a secure and fastest VPN connection will keep your data safe and legal. Google Analytics uses IP addresses to determine geolocation. It can use the information to target ads based on the city a visitor lives in. However, this information may have an impact on geolocation campaigns. By removing these IP addresses from Google’s data, advertisers can make more effective use of geolocation.

geotargeting graphics


Geo-targeting is a powerful tool for marketing campaigns. Mobile users have chosen to allow their location to be shared with apps, so it is up to the marketing company or app publisher how they use this information. Companies that use geo-targeting can define trigger locations based on local regulatory requirements and weather conditions. These triggers can then be used to target visitors with relevant content and campaigns. Depending on the location of the viewer, the marketing campaign may be highly targeted, or non-targeted.

  1. One of the key benefits of geo-targeting is that it can be published to any website. This is made possible by the use of shareable MonsterLinks and account-wide embed codes. The campaigns can be set to be available in a specific time zone, or at any time of day. This data can be used to personalize the UX for website visitors. By identifying these behaviors, marketing campaigns can better target their audiences.
  2. Once you’ve established that geo-targeting is an effective way to increase your web traffic, the next step is to ensure that your campaign follows the GDPR requirements. In order to implement geo-targeting, you must update your CookieScript code.
  3. To implement geo-targeting, you must make sure you include an option that allows you to determine the location of the visitor. Geo-targeting will allow you to target your visitors by country. For example, you can show different banners based on their location, or use geo-targeting in certain regions of the world. By geo-targeting your users, you can tailor your user experience to suit their needs.