Data use in Ad services for the European Economic Area (EEA)
As a result of the Digital Markets Act (DMA), starting March 2024 you will have new choices for how your data may be shared across Google Ads services if you reside in the European Economic Area (EEA).
Currently, personal data regarding your interactions with Ad services may be shared across Google services for the purposes described in our Privacy Policy and depending on the previous choices you’ve made about your privacy settings.
Starting March 2024, Google will need your consent to link Ad services with other Google services if you want them to continue sharing data with each other as they do today. For example, linked Google services might work together to give you more personalized content and ads, depending on your settings.
What are Ad services
Our Ad services consist of our buy-side, sell-side, and advertising intermediation services used by advertisers and publishers, including those used to show ads on other Google services like Search. Ad services include the following tools Google provides to advertiser and publisher organizations to show ads on Google and third party properties:
- Google Ads
- Display & Video 360
- Search Ads 360
- Campaign Manager 360
- Ad Manager
- AdSense
- AdMob
- Google Analytics 4 to the extent it is used for advertising — specifically where the advertising workspace in Google Analytics is activated with a linking integration between the business’s Analytics property and one of the foregoing ads services
What data is used
The data we collect as you use Ad services may include:
- Views and interactions with ads shown on other Google services
- Activity on third-party sites, apps, and services that use Google advertising tools and share your personal data with Google (subject to the EU user consent policy), including:
- Associated information about the interactions of your apps, browsers, and devices including unique identifiers, browser type and settings, device type and settings, and operating system
- IP address, date, time, and referrer URL of your request
- Location data based on GPS and other sensor data from or near your device, your IP address, and activity on Google services
- Activity data of advertising partners using Google Ads tools, such as Ads user interface and APIs
- Other types of information described in our Privacy Policy
How we use this data
Google uses data shared across linked services for all the purposes that are set out in our Privacy Policy, including:
- Providing personalized services, including content and ads, depending on your privacy settings
- Maintaining or improving our services for everyone
- Understanding how people use our services to ensure and improve the performance of our services
- Performing other purposes described in our Privacy Policy
Using personal data from our advertising partners
When you interact with our advertising partners — websites, apps, and services that use Google advertising tools — you may share personal data with such businesses and advertisers, or companies working on their behalf. Our advertising partners may, subject to our EU user consent policy, share this data with Google services for advertising purposes. See our Privacy Policy for the types of data used by Google advertising services.
If you reside in the EEA, our advertising partners must have your consent to share your personal data with Google for personalized advertising and instances where cookies or local storage is used. Advertisers may use consent banners to gather your permissions for personal data use when you are on their websites or apps, or alternatively collect your consent in other ways, for example, an email signup.
Additionally, advertisers will have the ability to select specific Google services that can receive the personal data you consent to share with Google for advertising purposes. Once data from advertisers is collected and processed by the selected Google services, your respective Google service settings will apply.