Universal Opt-Out Mechanism
The Colorado Privacy Act (CPA) requires that businesses provide consumers with the ability to opt-out of the use of targeted advertising cookies using a Universal Opt-Out Mechanism (UOOM).
A UOOM (Universal Opt-Out Mechanism) is a digital tool, used either on a desktop or a mobile device, that enables a consumer to configure their device to automatically opt-out of the use of targeted advertising cookies.
As of September 17, 2024, the Attorney General has provided only a single UOOM, the Global Privacy Control (GPC).
Google’s implementation of GPC ensures that when a user sends a GPC signal, Google receives this information and adjusts its data processing activities accordingly. Specifically, Google will turn off personalized ad targeting and limit data processing for users who opt-out through GPC. This automatic response simplifies compliance for businesses and protects user privacy more effectively.
Merchants are encouraged to review their current settings in Google Ads and Analytics products to ensure they align with the new privacy requirements. This includes:
Enabling Restricted Data Processing: Make sure RDP is enabled for the relevant states to comply with their privacy laws. For more information on RDP and how to enable it you can check our guide here: Restricted Data Processing control & Universal Opt-Out Mechanisms
Monitoring Global Privacy Control Signals: Be aware of the GPC signals received from users and how they impact ad targeting strategies.
In need of any assistance with the this or any questions arise, do not hesitate to drop us a line at support@consentmo.com or via our Live chat.
A UOOM (Universal Opt-Out Mechanism) is a digital tool, used either on a desktop or a mobile device, that enables a consumer to configure their device to automatically opt-out of the use of targeted advertising cookies.
As of September 17, 2024, the Attorney General has provided only a single UOOM, the Global Privacy Control (GPC).
How GPC Works with Google’s Services
Google’s implementation of GPC ensures that when a user sends a GPC signal, Google receives this information and adjusts its data processing activities accordingly. Specifically, Google will turn off personalized ad targeting and limit data processing for users who opt-out through GPC. This automatic response simplifies compliance for businesses and protects user privacy more effectively.
Reviewing and Adjusting Settings
Merchants are encouraged to review their current settings in Google Ads and Analytics products to ensure they align with the new privacy requirements. This includes:
Enabling Restricted Data Processing: Make sure RDP is enabled for the relevant states to comply with their privacy laws. For more information on RDP and how to enable it you can check our guide here: Restricted Data Processing control & Universal Opt-Out Mechanisms
Monitoring Global Privacy Control Signals: Be aware of the GPC signals received from users and how they impact ad targeting strategies.
In need of any assistance with the this or any questions arise, do not hesitate to drop us a line at support@consentmo.com or via our Live chat.
Updated on: 17/09/2024
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