le will comply with the new EU rules by providing more targeted data for ad campaigns //

Google will share additional insights on how it targets ads to European Union users.

In order to meet the evolving EU rules on online content, Google will provide access to additional data as well as launch a new transparency centre.

The Digital Services Act, which is the new regulation that will be implemented on Friday, places more responsibility on platforms with more than 45,000,000 regional users such as Google or Meta.

Platforms that do not adhere to the rules or violate EU Regulations may face financial penalties up to 6% their global annual turnover.

Why we care. The improved insights into the performance of targeted ads allows advertisers to optimize campaigns more efficiently and increase ROI. It also gives reassurance to clients that their campaigns are served in brand-safe environments.

What’s New? Google has taken the following steps to ensure that its programs meet the DSA’s requirements.

• More transparency in ads: Google is expanding the Ad Transparency Center, which provides additional information about targeted ads served within the European Union.
• Google’s improved data access: Google has expanded data access to marketers, allowing them more insights into the operation of Google Search, YouTube Maps, Google Play, and Shopping.
• 
  Transparency of policy:
  
  The search engine has introduced a new Transparency Center that will provide information about its policies product by product. The tool allows users to access:
  • Google reporting
  • Google tools for appeals
  • Transparency Reports
  • Information on the policy development process
• Google to increase transparency reporting in coming months: Google will expand its transparency reports by adding information on how it manages content moderation for services such as Google Search, Google Play and Google Maps.
• Reports on risk analysis:Google analyzes risks for its platforms (such illegal content or dissemination), and will then report its findings to EU regulators and independent auditors before publishing a summary.

What did Google say? Google spokesperson:

• “We will expand the Ads Transparency Center – a global searchable database of advertisers across our platforms – to meet specific DSA requirements and provide additional information about targeting for ads served within the European Union. These steps are a continuation of our work over many years to increase the transparency of ads online.
• As with any new legislation, this is just the beginning. We will continue to have conversations with the European Commission and Coimisiun na Mean, Ireland’s media commission, and with other regulators as well as technical, policy, and online safety experts. In line with Google’s founding goal to use technology to improve the lives of people all over the world, we’ll continue to work to make the Internet more transparent and useful to us.”

Deep dive. For more information, read the Google Digital Services Act announcement.

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