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Google’s Pending RTB Control Settlement: What Data Privacy Changes Mean for Programmatic Campaigns

A class-action lawsuit settlement proposed between Google and U.S. Google account holders is now pending court approval, with a hearing set for in or after January 2026.

If approved, the settlement will introduce sweeping data privacy changes to programmatic advertising, most notably a new tool called "RTB Control" that would give hundreds of millions of U.S. users control over their data in Google's real-time bidding (RTB) system.

For players in the programmatic sphere, this proposed settlement is a potential paradigm shift for how targeted campaigns are built.

Below, we break down what happened, why it matters, and strategies to keep your programmatic efforts effective.

What Happened with Google's RTB Control?

The settlement stems from claims that Google shared users' personal information with third parties without explicit consent. To resolve this, Google launched RTB Control, a feature available to all U.S. Google account holders (and even logged-out users via browser settings). When enabled, this tool strips key data points from Google's programmatic bid requests, effectively cutting off the granular user data that has long powered targeted advertising.  

Specifically, Google removes:

  • User identifiers (e.g., encrypted Google IDs, device advertising IDs) and blocks user-list targeting;
  • IP addresses, eliminating precise geotargeting;
  • Cookie matching capabilities, breaking cross-platform tracking;
  • Detailed user-agent data (e.g., showing "Chrome 120" instead of "Chrome 120 on iPhone 15 Pro").
  • In short, for users who opt in, Google's RTB system loses access to the individual-level data that advertisers have relied on for retargeting, custom audiences, and hyper-personalization.

Why This Matters: Understanding RTB's Role in Programmatic

RTB (Real-Time Bidding) is the automated engine that powers digital ad placements. When a user loads a webpage or app, an ad slot becomes available, and in milliseconds, advertisers bid on that impression. The winning ad loads instantly.

RTB's value lies in efficiency and precision: it replaced bulk ad buys with targeted, on-demand impressions, letting advertisers pay only for users who align with their goals. For years, this precision has depended on user-level data—past behavior, app activity, browsing history—to turn random impressions into high-intent opportunities.

RTB Control disrupts this by giving users the power to opt out of sharing that data, essentially resetting how RTB delivers targeting value.

The Ripple Effect: How RTB Control Impacts Advertisers & Publishers

This tool creates a chain reaction across the programmatic ecosystem, affecting both advertisers and publishers.

For Advertisers: Precision Takes a Hit, But Opportunities Remain

The immediate impact is clear for brands using Google's programmatic ecosystem:

  • Targeting limitations: Retargeting, custom audience lists, and account-based targeting no longer work for users with RTB Control enabled. If your strategy relies on Google's first-party data to reach high-intent audiences, you'll need to adjust.
  • Budget shifts: Less targeted impressions may lead to lower bid values. To maintain relevance, you'll need to reallocate spend to alternative tactics like contextual targeting or publisher first-party data.
  • Trade-off between compliance and efficiency: While the settlement reduces privacy-related risk, it can lower ROI for campaigns built solely on user-level data.

For Publishers: Niche Content and Trust Become Differentiators

Publishers aren't immune to the shift either:

  • eCPM risks for broad content: Ads shown to RTB Control users are less targeted, so advertisers may bid lower, hurting revenue for publishers with large, general-audience traffic.
  • Niche content gains value: Publishers with focused, high-quality content (e.g., gaming blogs, finance newsletters) benefit as advertisers lean into contextual targeting. Their content relevance lets them command higher bids.
  • Trust is key: Publishers that verify audience authenticity (via third-party tools) stand out. Users with RTB Control are still real, engaged audiences; they just can't be targeted via Google's data.

5 Strategies to Adapt to RTB Control

RTB Control forces a shift away from user-level targeting, but with intentional adjustments, you can maintain campaign impact while complying. These tactics are tested and tailored to the new programmatic landscape.

1. Double Down on Contextual Targeting

Instead of relying on past user behavior, target content relevance. This means aligning your ads with what users are actively engaging with. This works because it taps into immediate intent, not historical data.

Tactics: Use tools to map ad placements to high-intent content (e.g., a gaming advertiser on game review sites, a finance brand on investment tutorials). Leverage keywords, topic clusters, or content format (video vs. text) to refine placements. For example, a strategy game advertiser could prioritize in-app content about "base-building tips" to reach users in a buying mindset.

2. Lean Into Publisher First-Party Data Partnerships

Since Google's user data is restricted, collaborate directly with publishers to access their verified first-party data collected from user sign-ups, content interactions, or subscriptions. This data is more granular, trusted, and privacy-compliant than broad third-party data.

Tactics: Work with premium publishers to use their audience segments. Use privacy-compliant methods like data clean rooms to match your goals with publisher insights—no third-party cookies or Google IDs required.

3. Optimize for Broad, High-Intent Audiences

Shift from hyper-niche user lists to large, high-intent demographic or interest groups, relying on aggregated, anonymized signals instead of individual behavior.

Tactics: Use platform tools to target groups like "U.S. mobile users aged 25–34 interested in mobile gaming" or "young professionals seeking low-risk investments." Focus on goals like brand awareness or consideration for these groups, then optimize for engagement metrics (CTR, time on site) to refine performance.

4. Invest in Cross-Channel Measurement

Google's RTB data limitations mean you can't rely on its ecosystem alone to measure impact. Unify measurement across channels to understand the full customer journey.

Tactics: Use tools that track conversions via deterministic methods (e.g., app installs, email sign-ups, form submissions) instead of Google's user-level attribution. Compare performance across non-Google channels to reallocate budget to high-performing, privacy-compliant paths.

5. Prioritize Broadly Relevant Ad Creative

Without user-level personalization, your creative needs to resonate with your target audience's core needs.

Tactics: Test creative variations that highlight core value props (e.g., "Free-to-Play" for a mobile game, "24/7 Support" for a finance app). Use dynamic creative that adapts to context (e.g., a summer-themed ad for a social app only on content about "beach getaways").

Final Thoughts: Adaptability Is the New Superpower

RTB Control is part of a global push toward user privacy, joining regulations like GDPR, CCPA, and Apple's ATT framework. The takeaway is clear: programmatic advertising can no longer rely on user-level data as its default. Success now hinges on three pillars: diversifying data sources, investing in privacy-compliant tools, and prioritizing content/context over hyper-personalization.

For teams navigating this shift, flexibility is essential. At GatherStar, our global programmatic platform is built to adapt to evolving privacy rules. We connect advertisers to verified, high-quality inventory (backed by third-party verification) and prioritize contextual and publisher-first data strategies. Whether you're targeting gaming audiences or finance users, we help you maintain campaign impact while aligning with user privacy expectations.

Programmatic can thrive, even as the rules of the game change.


About GatherStar

GatherStar is a global programmatic advertising platform that links advertisers and publishers to drive unlimited growth. We excel in gaming, finance, and dating verticals. Committed to quality, GatherStar exclusively partners with verified traffic sources. Our top target regions include the United States, Southeast Asia, the Middle East, Russia, and Latin America.