If you’re a user of Google’s advertising solutions, such as Google Ads or Google Marketing Platform, you likely received an email on December 19th outlining updates to their ad platform policies. These changes, which take effect on February 16, 2025, highlight Google’s evolving approach to privacy and the broader ad ecosystem. In this post, we break down the key points and their implications for advertisers.
Key Highlights of Google Ad Platform Policy Updates (2025)
1. Expanding Reach to Connected TVs and Gaming Consoles
Google’s updated policies include Connected TVs (CTV) and gaming consoles. This likely signals Google’s growing investment in CTV as a channel, following their numerous recommendations for advertisers to broaden their campaigns to include this medium. The move reflects the increasing adoption of CTV in markets beyond its initial U.S. testing ground, providing advertisers with opportunities to reach audiences on new platforms.
2. Emphasis on Privacy-Preserving Enhancements
The updated policies highlight Google’s use of advanced privacy technologies such as on-device processing, Trusted Execution Environments, and secure multi-party computation. These technologies aim to maintain privacy compliance while enabling advertisers to meet their campaign and measurement needs. It’s also a clear indication of Google’s commitment to balancing user privacy with advertisers’ demands for actionable data.
Implications for Advertisers Using Google’s Ad Solutions
If you haven’t done so, it’s time to look at your platform settings to review if it holds up against the policy trends.
Review Data Collection Durability
Evaluate your current methods for collecting data and ensure they align with Google’s privacy-preserving technologies. Use tools like Google Tag Manager to streamline first-party data collection and consider enhanced conversions in Google Ads for secure handling of hashed first-party data.
Consent Mode Settings
Ensure you have consent mode correctly configured to comply with global privacy regulations and Google’s requirements. Proper implementation helps maximize campaign performance while respecting user consent choices.
Check Audience List Compliance
Verify that your audience targeting complies with:
- Country-Specific Regulations: Such as GDPR (Europe), CCPA (California), or other national privacy laws governing data use.
- Google’s Updated Policies: These include restrictions on targeting sensitive information and requirements for obtaining user consent before utilizing audience data.
By auditing your overall compliance, you reduce the risk of penalties and maintain the integrity of your campaigns.
Next Steps
To help you navigate these updates and build sustainable marketing strategies, we’ve created an easy-to-read Privacy-Preserving Marketing Handbook. This resource explains how evolving privacy regulations influence solutions under Google Marketing Platform and outlines actionable steps for marketers to:
- Adopt effective audience targeting techniques
- Implement resilient measurement strategies
- Future-proof their campaigns against regulatory and technological shifts
Download the handbook here and ensure your marketing remains impactful in a rapidly changing landscape.