Ad Manager and Ad Exchange program policies

Comply with EU user consent policy

Choose ad serving options and get user consent

Under Google’s updated EU User Consent Policy, you must make certain disclosures to your users in the European Economic Area (EEA) and obtain their consent for the use of cookies or other local storage where legally required, and for the collection, sharing, and use of personal data for ads personalization. This policy reflects the requirements of the EU ePrivacy Directive and the General Data Protection Regulation (GDPR).

To support publishers in meeting their duties under this policy, Google offers the ad serving options described below for users in the EEA. If you don’t make any changes, the commonly used set of ad technology providers (ATPs) will continue to be used.

The EEA includes the European Union member states and Iceland, Liechtenstein, and Norway. We base our ad serving behavior on the IP address of the user.

Get started

  1. Sign in to Google Ad Manager.
  2. Click Admin and then EU user consent.
    The “EU user consent” page appears. Update the settings for the sections on this page as described below.
    Note: Only the built-in Administrator user role has edit permissions by default. For a custom user role to see this page, you need to update the permissions to View EU user consent protection or Edit EU user consent protection.

Select the type of ads you want to show

You can choose to serve non-personalized ads to all of your users in the EEA using the “Non-personalized ads” setting below. However, if you want to give each of your users a choice between personalized and non-personalized ads, select “Personalized ads” and follow the instructions for serving non-personalized ads on a per-request basis.

Personalized ads

Google can continue to show personalized ads as well as non-personalized ads to your users in the EEA. This is the setting that will be used unless you make a change on this page.

Personalized ads reach users based on their interests, demographics, and other criteria. Because ad technology providers (ATPs) may collect, receive, and use personal data from users in personalized ads, you must clearly identify all such ad technology providers when you obtain user consent for the collection, sharing, and use of personal data for ads personalization.

Personalized ads through Google Ad Manager/Ad Exchange programmatic transactions:
  • For ads from Google Demand sources (such as the Google Display Network (GDN) and Display & Video 360): Google will restrict creatives from serving (and from competing in the auction) based on pixels from non-consented entities.
  • For ads from non-Google demand sources (such as Real-time bidding (RTB) Ad Exchange buyers and Exchange/Network Bidding partners): It’s the responsibility of the third-party demand source to only include pixels from consented entities in its creatives. Google will send bidders a list of the consented entities in the RTB callout.

Non-personalized ads

Google will show all your users in the EEA only non-personalized ads for Open Auction, First Look, Private Auctions, Preferred Deals, and Programmatic Guaranteed deals, and won’t serve other line items with audience targeting for users in the EEA. Selecting Non-personalized ads will also remove personalization options when enabling specific line items.

Non-personalized ads are targeted using contextual information rather than the past behavior of a user. Although these ads don’t use cookies for ads personalization, they do use cookies to allow for frequency capping, aggregated ad reporting, and to combat fraud and abuse. Consent is therefore required to use cookies for those purposes from users in countries to which the EU ePrivacy Directive’s cookie provisions apply.

When a signed-in Google user in the EEA has directly provided Google with age information, and is under the age of consent set by GDPR, Google will only serve non-personalized ads to that user, regardless of the publisher's EU user consent settings within Google Ad Manager or whether the publisher passes a non-personalized ads signal in the ad tag.

Note the following:
  • If you already set up rules to block user-based data, you should still select the Non-personalized ads option here to ensure that only non-personalized ads are shown. Google will apply the more restrictive settings.
  • The Non-personalized ads option is not currently supported for Real-time bidding (RTB) buyers, including Ad Exchange third-party buyers and Exchange/Network Bidding partners.

Select ad technology providers (for personalized ads)

To help with compliance under Google’s updated EU User Consent Policy, you have the option to select your preferred ad technology providers (ATPs) from a list of companies that have provided us with information about their compliance with the GDPR — all of whom also have to comply with our data usage policy to ensure publisher data is protected.

If you select these ad technology providers (including Google and other bidders and vendors), they may use data about your users for the purposes of ads personalization and measurement.

Note the following:
  1. Click Download a CSV with revenue data to help you choose which ad technology providers to select.
    Note: The revenue data for ad technology providers is from April 2018, is approximate, and overlaps; multiple ad technology providers can be involved in a single impression. In those cases, revenue impact is double-counted across multiple rows.
  2. Choose a commonly used set of ad technology providers or create a custom set:
    • Commonly used set of ad technology providers: This is the setting that will be used unless you make a change on this page.
    • Custom set of ad technology providers: Select your preferred ad technology providers.
  3. Clearly identify the providers you select to your users, and obtain users' consent in line with Google's EU User Consent Policy.
    You could do this by listing your chosen ad technology providers in a consent flow, or listing your chosen providers on a separate page of your site to which you direct your users from a consent flow. In either case, to comply with Google's EU User Consent Policy, you should link to the details provided by each provider that describes their activities. You will find the relevant URLs in the CSV files that are available (either for your customized list or for the commonly-used providers list).

Select a line item serving option

If you don’t make a change on this page, Google can serve ads from all eligible line items to all of your users in the EEA. However, there may be some line items that contain personalized targeting or whose creatives have vendor callouts that may require user consent under Google’s updated EU User Consent Policy. In that case, you can choose which line items you want to serve to EEA users in personalized and/or non-personalized mode and then work to obtain the necessary user consent.

Note the following:
  • The line items affected by this control are:
    • Standard and Sponsorship line items that aren’t a part of Programmatic Guaranteed or Programmatic Deals in Google Ad Manager.
    • Network, Bulk, Price Priority, House, and Click-tracking only line items.
  • Mediation Yield Groups are unaffected by this control.
  • Programmatic Guaranteed and Preferred Deals in Google Ad Manager are controlled by your selections in the “Select the type of ads you want to show” controls above. To ensure these line items continue to serve, include the ad technology providers for these line items' creatives when you “Select ad technology providers” above.
  1. Click Download a CSV of creatives and vendors to see a breakdown of the vendor callouts that Google can detect within the creatives in line items. This can help you better understand which line items to show to your users in the EEA.
    Note: Google is not able to detect all vendor callouts for line items, so this may not reflect a complete list. We recommend working with the creative provider to obtain a complete list of ad technology providers.
  2. Select a line item serving option:
    • Don't limit line items: Google can continue to show ads from all eligible line items to your users in the EEA. This is the setting that will be used unless you make a change on this page.
    • Limit line items: Google won’t serve line items to your users in the EEA unless you specifically enable them in line item settings:
      1. Navigate to the settings for the line item you want to show.
      2. Update the “Limit EEA serving” setting to specify how the line item will serve for traffic to your users in the EEA.

Set up consent gathering

You can create your own consent dialog that displays a message on your sites or apps asking your users in the EEA for consent.

Consent for apps

See the Google Developers guide (Android, iOS) to learn how to use Google’s consent dialog or create your own consent dialog.

After updating your app code, you’ll re-upload your app to the Google Play or App Store. You may need your network ID.

Consent for the web

Learn more about passing consent signals to Google Ad Manager.

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