"In early September, Google agreed to settle a class-action lawsuit in California - brought-over claims that it shares personal information with third parties without consent - by promising to build a tool that stops any personal data from leaking into ad auctions. In short, it's like an off switch for programmatic personalization. Huge deal, right? It begs the question why barely anyone's talking about this."
"The RTB Control, as it's being called, would apply to Google account holders and remove all tracking data from bid requests, including pseudonymous identifiers. That means no cookies, IP addresses, device IDs, encrypted Google user IDs, user agent details or any other identifying or potentially identifying information. [ Read the full proposed settlement here.] No cookie matching, no data sharing, no targeting through RTB for personalized advertising - gone, all gone!"
"Cold turkey Then again, this mechanism doesn't exist yet; it's not clear exactly how it would work, it's an opt out - meaning users with Google accounts would have to manually turn it on to opt out of data sharing - and the settlement itself hasn't been finalized. The earliest possible date for a court hearing to approve the settlement is January 13, 2026."
Google agreed to settle a California class-action lawsuit by promising to build a tool that prevents personal information from entering ad auctions. The RTB Control would apply to Google account holders and strip identifying and potentially identifying tracking data from bid requests, including cookies, IP addresses, device IDs, encrypted Google user IDs, and user agent details. The mechanism would effectively halt cookie matching, data sharing, and real-time bidding-based personalization for opted-in users. The feature would be opt out, requiring account holders to enable it manually, and the settlement requires court approval, with a potential hearing date of January 13, 2026.
Read at AdExchanger
Unable to calculate read time
Collection
[
|
...
]