In November, Google announced a plan to offer restricted data processing to ensure businesses can treat Google as a service provider under the California Consumer Privacy Act (CCPA).

This plan does not take responsibility away from businesses, but provides a way for companies to ensure they are not “selling” data to Google. The definition of “selling” under the CCPA is quite broad and would entail implementing opt-out requests for California residents, among other requirements.

Google explained that when businesses enable restricted data processing, this would “restrict how (Google) uses certain unique identifiers, and other data processed in the provision of services to you, to only undertake certain business purposes.”

What Does This Mean for Advertisers?

Google’s restricted data processing will remove the ability to add users to remarketing lists but will not restrict conversation tracking and measurement, or change the way third-party ad tracking records data.

Some data tracking companies already utilize restricted data processing. But if you or your provider don’t, you will need to ensure you are in compliance with CCPA provisions regarding “selling” data. To utilize the option to treat Google as a service provider, and not a business to whom you “sell” data, you may need to enable restricted data processing, depending on which Google services your business uses. Learn more about Google’s restricted data processing settings here.