Google restricts data sharing for targetted advertisements

In a bid to strengthen the protection of users' privacy, Google has reportedly taken measures to restrict data-sharing for targetted advertisements on its platform. According to reports, the move comes after an intervention from the European Union which will see Google no longer informing advertisers about the type of content where their ads could appear. Google's ability to enable advertisers to precisely place their ads has led to the Internet giant becoming a powerful player in programmatic advertising, however, according to a blog post by Chetna Bindra, Senior Product Manager for User Trust and Privacy at Google, “This change will help avoid the risk that any participant in our auctions is able to associate individual ad identifiers with Google’s contextual content categories.”

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