Websites and apps using Google’s advertising tools will be able to block personalized ads to internet users in California and elsewhere as part of the Alphabet Inc unit’s effort to help them comply with the state’s new privacy law, it told clients this week.
It is unclear how many publisher and advertiser clients will enable the new restrictions, as interpretations of the law may vary. Google declined to elaborate on whether further measures related to the new law were forthcoming.
Websites and apps selling ads through Google tools such as AdSense and Ad Manager are not required to make significant changes under the company’s new compliance terms, which it posted online and sent to clients over the last three days.
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