By Allison Schiff
Publication Date: 2025-11-17 06:00:00
In early September, Google agreed to settle a class-action lawsuit in California – brought-over claims that it shares personal information with third parties without consent – by promising to build a tool that stops any personal data from leaking into ad auctions.
In short, it’s like an off switch for programmatic personalization.
Huge deal, right? It begs the question why barely anyone’s talking about this.
The RTB Control, as it’s being called, would apply to Google account holders and remove all tracking data from bid requests, including pseudonymous identifiers. That means no cookies, IP addresses, device IDs, encrypted Google user IDs, user agent details or any other identifying or potentially identifying information. [Read the full proposed settlement here.]
It’s a bit like that scene in a “A Christmas Story” after the Bumpus hounds ravage a turkey dinner, and the family is standing around their…
