New US States Ad Privacy Rules: What Publishers Must Know in 2025
Update
Starting November 17, 2025, Delaware and Oregon will join several other US states in enforcing universal opt-out mechanisms. This means Google will automatically receive Global Privacy Control (GPC) signals and activate Restricted Data Processing (RDP) mode.
Meaning
Universal opt-out lets users signal that they don’t want their personal data used for ad personalization. This signal travels from the browser automatically, giving users more control without needing to click anything.
States
Delaware and Oregon now join Colorado, Connecticut, Montana, Nebraska, New Hampshire, Texas, Minnesota, New Jersey, and Maryland-making universal opt-out a growing national standard in the U.S.
Impact
When Google detects a GPC signal from users in these states, it automatically activates Restricted Data Processing (RDP), limiting how much data can be used for ad targeting and measurement.
Ads
With RDP on, Google uses simpler targeting-no personalized ads. Publishers may see lower CPMs from visitors in these states as ad relevance decreases and advertisers lose detailed user signals.
Traffic
If your website receives significant traffic from Delaware or Oregon, expect measurable changes in ad performance. This shift will be more noticeable for news, tech, and lifestyle sites with US-heavy audiences.
Compliance
Publishers must ensure privacy policies clearly explain data usage, opt-out options, and signals such as GPC. Transparent disclosures may also improve trust and reduce legal risk.
Creators
Smaller creators relying on personalized ad revenue may feel the impact more sharply. Preparing diversified income sources-affiliate links, sponsorships, and memberships-can reduce revenue dips.
Future
More U.S. states are expected to adopt similar rules by 2026. Universal opt-out and GPC signals are becoming national norms, pushing the advertising industry toward privacy-first standards.
Prepare
Publishers should monitor analytics, compare CPM trends, and review setup with Google Ad Manager or AdSense to stay compliant. Being proactive will help minimize revenue loss.