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Google overhauls privacy policies for CTV

Google overhauls privacy policies for CTV
Google overhauls privacy policies for CTV

Google has announced plans to overhaul its advertising policies to address advances in privacy-enhancing technologies (PETs) and the rapid growth of ad-supported platforms like Connected TV (CTV). The company says these changes will help businesses navigate a shifting landscape while meeting users’ privacy expectations. The policy updates include prohibiting deceptive ads that mimic system warnings, clarifying partner requirements for responsible data use, and applying PETs to set a high bar for privacy-preserving ad practices across CTV and beyond.

“Our privacy principles remain unchanged: user choice, transparency, and responsible data use. These updates help businesses navigate a shifting landscape while meeting users’ privacy expectations,” Google said in a statement. With PETs becoming a cornerstone of ad strategies, advertisers can now activate first-party data more securely, offering tailored campaigns while protecting user privacy.

As CTV grows as a dominant ad channel, these policy shifts provide tools and guidance to navigate its fragmented ecosystem effectively.

Google’s new privacy principles for CTV

Advertisers who adapt to these changes can stay competitive, reach relevant audiences, and measure results—all while aligning with evolving privacy standards that meet consumer expectations.

However, some critics argue that these changes could bring the opaque nature of tracking cookies into a new era, making it nearly impossible for users to fully understand or mitigate their privacy risks. The Information Commissioner’s Office (ICO) has voiced concerns, stating that fingerprinting reduces people’s choice and control over how their information is collected. Unlike cookies, which can generally be managed and deleted by users, fingerprinting relies on signals that are not easily wiped.

Both Google and regulatory bodies have indicated ongoing discussions about this policy shift. The ICO emphasized that businesses must deploy fingerprinting lawfully and transparently, warning of potential regulatory action if they do not. As the tech giant seeks to navigate these changes, the implications for user privacy and the future landscape of digital advertising remain uncertain.

The next few months will be crucial as both industry stakeholders and regulators adjust to this significant pivot in data tracking strategy.

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