Beginning January 2024, Google will start sending bid requests for limited ads requests to third-party RTB bidders.
This help center will be updated periodically to ensure you have the latest information.
Limited ads are non-personalized ads that do not allow for the use of cookies or local storage for purposes such as ads measurement, frequency capping, or profiling due to lack of user consent. Buyers should ensure that ads they serve on this inventory respects these restrictions. Buyers working with third-party ad technology vendors should ensure that these vendors also respect these restrictions.
Buyers should work with their legal teams to determine for themselves whether to use this feature, taking into account relevant regulations and applicable regulator guidance. Buyers that do not want to serve ads on traffic without user consent for cookies or other local storage for ads purposes should not bid on these requests.
Signals in bid requests
Bid requests for limited ads will be labeled with privacy signals depending on the reason for serving limited ads. Bidders will only receive requests with the following signals when a publisher has indicated they should receive using their publisher UI controls.
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| When request is... | GoogleRTB | OpenRTB |
| Lacks user consent for the use of cookies and similar on-device storage technologies | privacy_treatments.device_storage_restriction_reason = INSUFFICIENT_USER_CONSENT |
BidRequest.ext.privacy_treatments.storagerestrict = 1 |
You can find these fields in the OpenRTB and Authorized Buyer RTB protocols.
Limited ads requests will also have labels for non-personalized ads treatment, which are described here.