Between the lines. This update continues Google’s gradual shift toward privacy-first advertising, which began with limiting access to search term data in 2020. The move also aligns with Google’s strategy of pushing advertisers toward automated, aggregate-level optimization rather than keyword-level management.
What to watch. This change could particularly impact advertisers in niche markets or those targeting highly specific search terms, as they may see more of their query data labeled as “private.”
First seen. This update was first brought to our attention by Arpan Banerjee on X.
Bottom line. While this update enhances user privacy, it creates new challenges for advertisers who rely on granular search term data to refine their targeting strategies and understand user intent.