Google is supplementing its existing data processing and data protection terms between controllers to align with the privacy laws of Iowa, Delaware, New Jersey, Nebraska and New Hampshire which will come into effect in January 2025.

No action is required from AdMob users who have already agreed to Google’s online privacy policy.

Additionally, publishers using Restricted Data Processing (RDP) may see more traffic in 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 processed on Google AdMob, potentially increasing the amount of traffic subject to processing restricted data (RDP) from January 2025.

This change could affect ad targeting and performance, making it critical for advertisers to understand these changes and adapt their strategies to ensure compliance while maintaining campaign effectiveness.

What’s next. Publishers should visit Google’s Help Center to manage privacy settings and prepare for any potential traffic changes related to the new laws.