Google will allow websites and apps using its adverting tools
to block personalized ads to consumers as required under the
California Consumer Privacy Act’s opt-out requirements
Google announced that it will allow websites and apps using its
advertising tools to block personalized advertisements to consumers
with Internet addresses originating in California or any other
jurisdiction as part of the preparations for the California
Consumer Privacy Act (CCPA) that enters into effect on January 1,
2020.
Under the CCPA, businesses are obligated to allow consumers to
opt-out of the sale of their personal information. A business that
allows advertisers to use its consumers’ information to
target, tailor and present personalized advertisements may be
considered to be engaging in the ‘sale’ of consumer
information because it makes available personal information of its
users to the ad network in exchanges for monetary consideration
– that is, the revenue it reaps from
