Google AdMob updates privacy terms as more U.S. state laws take effect
New state privacy laws in 2025 may increase Restricted Data Processing traffic on Google AdMob, impacting ad targeting and performance for advertisers.
Google is supplementing its existing Data Processing and Controller-Controller Data Protection Terms to align with privacy acts in Iowa, Delaware, New Jersey, Nebraska and New Hampshire coming in January 2025.
No action is required from AdMob users who have already accepted Google’s online data protection terms.
Additionally, publishers using Restricted Data Processing (RDP) may see more traffic under this mode starting November 15, as it will now apply to these states.
Why we care. New privacy laws in Iowa, Delaware, New Jersey, Nebraska and New Hampshire will impact how user data is handled on Google AdMob, potentially increasing the amount of traffic under Restricted Data Processing (RDP) from January 2025.
This shift could affect ad targeting and performance, making it essential for advertisers to understand these changes and adapt their strategies to ensure compliance while maintaining campaign effectiveness.
What’s next. Publishers should review Google’s help center to manage privacy settings and prepare for any potential traffic changes related to the new laws.
