Google to allow sites to block personalized ads under California privacy law

Google, California privacy law, Advertisers, California Consumer Privacy Act (CCPA), Ad

To ensure compliance with the California Consumer Privacy Act (CCPA), Google’s advertising tools will soon get the capability of blocking personalized ads to internet users in California.

The California Consumer Privacy Act (CCPA), requires large businesses to let consumers opt-out of the sale of their personal data. Lobbying by internet companies this year failed to have the law exclude personalized ads, leaving the lucrative and popular online ads in jeopardy.

Advertisers spend up to 10 times more money to publicize personalized ads.

It is unclear how publisher and advertiser clients will enable the new restrictions, as interpretations of the law vary.

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