Share publisher provided signals at time of ad request (Beta)

You can share publisher provided signals at the time of the ad request to standardized industry segments that Google Ad Manager supports.

Share publisher provided signals

1. Users visit the publisher's website, mobile app, or connected TV app.
2. Publishers produce first-party signals that buyers may find valuable to reach their advertising client's goals.

   Examples

   • Audience segments (such as interest and in-market) are gathered based on user activity on publisher properties. Examples: web traversal history, forms, and purchase history
   • Content signals are valuable when content is not discoverable. Examples: mobile app, video, and web content behind a login
3. The publisher standardizes content and audience signals into an applicable PPS supported taxonomy.

4. The publisher sends an ad request to Ad Manager, with content and audience signals sent as taxonomy category IDs.

   The IDs need to be set as part of tag configuration.

   For detailed instructions on setting up the ad tag with PPS, check the following references:

   • HTML5 IMA SDK (client side or DAI)
   • Android IMA SDK (client side or DAI)
   • iOS IMA SDK (client side or DAI)
   • tvOS IMA SDK (client side or DAI)
   • Roku IMA SDK (DAI)
   • Cast IMA SDK (DAI)
   • Direct VAST call (docs)
   • GPT (web) 
   • Android GMA SDK (app)
   • iOS GMA SDK (app)
5. Ad Manager sends these signals to programmatic bidders.
6. Advertisers can target as usual.

Configure buyer eligibility for publisher provided signals

Publisher provided signals can be shared on all ad requests, subject to privacy constraints, to Google demand, Authorized Buyers, Open Bidding, and SDK Bidding demand partners across your web, app, and video inventory.

• To share publisher provided signals with bidders and demand channels, use the controls in Demand channel settings under the "Default settings" tab. For detailed steps, visit Share publisher provided signals. 
• Note that any default settings apply to all bidders in a demand channel, but you can use override groups to create exceptions for individual bidders. Make sure you configure sharing settings for any existing override groups under the "Override groups" tab.

Publishers should be aware of the following targeting and publisher controls options available to buyers.

Targeting

• PPS audience categories can only be passed on requests that allow for ads personalization.
• Contextual PPS can be passed on all ad requests.

Google Ads, Display & Video 360

• When opted-in, Google programmatic bidders (Display & Video 360 and Google Ads) can produce user profiles based on publisher provided audience signals to create interest-based advertising user profiles. 
• PPS aren't used to develop cross-publisher user profiles. If a publisher chooses to pass PPS, they're only scoped to the publisher that provided them. This means user profiles produced using PPS aren't joined between publishers, or added to a profile produced using Google user identifiers.