Have you ever considered how Google uses your data for targeted advertising? Changes are on the way, and they are significant for everyone within the EU. Google is taking strong steps to adjust its privacy policy for targeted advertising in accordance with the new Digital Markets Act (DMA). These changes will soon take effect and could have a major impact on brands and advertisers.
Impact on businesses and organizations
Google is strengthening its data privacy policy in Europe to comply with the DMA. This means that changes are on the way that brands and advertisers will notice, such as additional consent banners and a new Data Portability API. Google's stricter privacy rules may impact the ability to deliver personalized ads. This could reduce the effectiveness of advertising campaigns, as they may no longer reach the desired target audience as accurately.
Possible solutions and changes:
Additional Permissions:
Google introduces new consent banners for EU users, requesting permission to share data for personalized content and advertisements.
Data portability:
Google will soon test a Data Portability API that addresses new requirements for transferring data to external apps or services.
Choice screens:
Google introduces additional choice screens on Android phones, making it easier for users to change their default search engine or browser.
Search update:
Google adds special units with links to various comparison sites and search page shortcuts.
What is the Digital Markets Act (DMA)?
The DMA is new legislation aimed at ensuring that large online platforms, the so-called 'gatekeepers', behave fairly online. This creates a fair and open environment for online businesses.
Google's adjustments to its data privacy policy in response to the DMA will bring significant changes to how personal data is used for targeted advertising. These changes are crucial for businesses and individuals in the EU and are likely to result in a shift in digital marketing strategies.
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