Google Puts Data-Retention Limits On Advertising

Google Ads will implement a data-retention policy on November 13 that limits historical data access to 11 years.

Data-retention policies have become a major point of contention between advertisers and the platforms they do business with.

The industry trend toward shorter data cycles certainly played a role in Google’s decision as privacy concerns have mounted and global industry trials have increased.

The policy -- which goes into effect in November -- applies to data accessed through Google Ads API using GoogleAds, Search or GoogleAds.SearchStream, the company said Thursday. It will be updated automatically to accounts.

In the post, Google said in the post that data older than 11 years from the date of the API request will not be returned when the platform is pinged. The company recommends retrieving the data and storing it before the deadline.

Advertisers may identify a difference in reporting due to different values being returned.

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