This article outlines the limitations and supported features for Google’s limited ad serving solution.
If a publisher is using the IAB TCF v2.0 consent framework, we will attempt to serve an eligible limited ad when there is no consent for Purpose 1 but Google is allowed as a vendor to operate based on legitimate interest or consent for purposes 2, 7, 9, and 10. Google will attempt to serve an eligible limited ad regardless of user location.
Cookie and local identifier usage
- Any ads personalization
- Audience targeting
- Search lift measurement
- Survey lift measurement
- Interest-based categories
- Mobile carrier targeting
- Bandwidth targeting
- Features that rely on a local identifier, including:
- Conversion tracking metric
- In-app conversion tracking
- Unique reach measurement
- “Mute This Ad”
- Sequential creative rotation
- Video creative rotation and storyboarding
- Video ad rules and session ad rules
- Frequency capping
- Reporting on cookie reach, unique reach, or in-app conversions
- Some invalid traffic detection
- Certain data transfer fields, such as
User ID, will be unavailable
The initial product offering will support mediation, app, and video in AdMob. Campaigns will not serve in AdMob in the event of a limited ad signal.
Programmatic demand is not eligible for limited ads. This includes Programmatic Guaranteed, Preferred Deals, Private Auction, Open Auction for Google demand and third-party demand, including Authorized Buyers and Open Bidding. Google demand as part of a mediation chain isn’t supported.
AdSense (AdSense for Search and AdSense for Content) will not be supported and will continue to require cookie consent to serve any ads.
For mediation, there is no creative enforcement when non-personalized ads are enabled using Google’s EU User Consent tools and that same policy will be extended for LTD creatives served through mediation. Under TCF v2.0, we check that ad technology providers and other programmatic demand sources don’t violate Google policy and have at least one legal basis for processing data prior to including them in the mediation waterfall.
There are no new user interface controls to implement limited ads. Publishers can indicate whether limited ads treatment should be applied.
- GMA SDK: Publishers can use the gad_has_consent_for_cookies key in platform shared-storage to enable limited ads on Android and iOS.
For publishers using the IAB TCF v2.0, we will respect the cookie or ID consent signal (Purpose 1) contained in the TC string. Limited Ads will be requested when consent for Purpose 1 is missing but Google is allowed as a vendor to operate based on legitimate interest or consent for purposes 2, 7, 9, and 10.
Action required for consent management platforms
Publishers using Privacy & messaging will be able to create and traffic consent messages with Purpose 1 opt-outs using the IAB TCF v2.0.
Other IAB TCF v2.0 consent management platforms (CMPs) should not need to take any action to support limited ads. The existing TC string contains all of the relevant signals required to select the correct serving mode. If the following conditions are met for Google as an ad technology provider, we will serve limited ads:
- No consent for Purposes 1, 3, and 4
- Legitimate interest or consent for any other purpose
Currently, LTD on apps will only be supported with the IAB TCF v2.0 consent framework. If a publisher is utilizing a custom consent tool and a user declines consent for the use of device identifiers, the publisher should not make an ad request as we do not currently have a method for the publisher to signal LTD outside of the IAB TCF v2.0 framework.
The following ad serving modes will be available for publishers:
|Ad serving mode||Personalized ads||Non-personalized ads||Limited ads|
|Invalid traffic and fraud protection|
|Programmatic demand from Google|
|Programmatic demand from third-party buyers|