Google puts 11-year data retention limit on advertising
By Oluwaseyi Lawal
Starting November 13, Google Ads will introduce a data-retention policy that restricts access to historical data to a maximum of 11 years.
This policy has sparked significant debate between advertisers and the platforms they collaborate with, as the trend towards shorter data retention periods has become more pronounced in response to increasing privacy concerns and the rise of global industry regulations.
The new policy will impact data retrieved through the Google Ads API, specifically for GoogleAds, Search, or GoogleAds.SearchStream, as announced by the company on Thursday. The updates will be automatically applied to all accounts.
According to the announcement, any data older than 11 years from the date of the API request will no longer be available when the platform is accessed. Google advises advertisers to collect and store any necessary data before the cutoff date.
Advertisers might notice discrepancies in their reporting as a result of the changes in data values returned by the system.
Moreover, this policy shift mirrors actions taken by other major tech companies in response to a growing demand for greater consumer privacy. For instance, platforms like Apple have introduced features that limit tracking capabilities, and similar regulations, such as the General Data Protection Regulation (GDPR) in Europe, have set strict guidelines for data handling.
As a result, marketers are now faced with the challenge of adapting their strategies to comply with these changes while still achieving their advertising goals. Many are exploring alternative data collection methods, such as first-party data strategies, which involve gathering information directly from consumers through engagement on their websites and applications. This approach not only helps advertisers maintain compliance with privacy standards but also fosters a more transparent relationship with consumers.
Overall, Google’s new data-retention policy emphasizes the importance of adapting to the evolving digital landscape. Advertisers will need to reassess their data management practices to ensure they remain effective in a world where consumer privacy is increasingly prioritized.
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