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GDPR settings

Manage GDPR ad partners

Under the Google EU User Consent Policy, you must identify each ad partner that receives the personal data of users in the European Economic Area (EEA) and UK and provide information about the use of that data. Ad partners (including Google and other ad networks, ad partners, vendors, bidders, and ad sources) use data about your users, for example, to show them personalized ads or to report on conversions.

When using the IAB Europe Transparency and Consent Framework, you select ad partners while configuring your GDPR settings in the Privacy & messaging tool.

Select ad partners

Ad partners were previously referred to as ad technology providers (ATPs) on the EU user consent page.

We encourage you to use these controls to select your preferred list of ad partners to work with, regardless of whether or not you use Funding Choices as a CMP. We built controls for you to choose the ad partners you work with so you are in control of the activity on your sites and apps.

If you don’t engage with the controls, the commonly used set of ad partners will serve. The commonly used set comprises the ad partners representing the most revenue to publishers from EEA and UK users from all programmatic demand sources. To streamline the set up of GDPR consent messages and prevent configuration errors that might impact ad serving by Google platforms, Google is selected as an ad partner by default (as Google Advertising Products) and can’t be deselected.

Our EU User Consent Policy requires that you clearly identify each party with whom data will be shared. So whether you use a custom set of ad partners or use the commonly used set, you will need to list these providers for your users.

How are the selected ad partners used?

The list of ad partners you select will be used in the following scenarios:

  • To send ad requests generated by users in the EEA or the UK to the selected ad partners.
  • If you’re using Google’s Privacy & messaging GDPR messages: To obtain consent for the selected ad partners and provide a list of the ad partners to users who view your messages. The list appears on the “Ad partners” page of your GDPR messages.

    The ad partners you select will be applied to all new GDPR messages you create. You can also add newly selected ad partners to your published messages.

Ad partners list

 * Ad partners that are part of a commonly used list.

Adding ad partners to published GDPR messages

You may need to add ad partners after you publish your consent message, either because you are adding an ad partner for which you had not initially requested consent, or because an ad partner was recently added to the IAB Global Vendor List (GVL) or Google ATP list and you now want to use them for their services.

In either case, when you add ad partners to published messages, you need to decide whether or not to ask users that have consented to the earlier set of ad partners to now consent again to the newly added ad partners.

Complete the following steps to add ad partners to your published GDPR messages:

  1. Sign in to your AdMob account at
  2. Click Privacy & messaging.
  3. Click GDPR.
  4. Click Settings.
  5. In the "Choose the type of ads you want to show" section, select Personalized ads.
  6. In the "Select ad partners" section, click Edit.
  7. Select ad partners in the "Your ad partners" list to add them to your consent messages. Choose from the following options:
    • Commonly used ad partners: Use a preselected list of ad partners.
    • Custom ad partners: Select the ad partners you want to use individually. The list of commonly used ad partners is automatically selected when you choose this option, but you can deselect them individually in the list.
  8. If you selected new ad partners, choose whether to ask returning users to consent again:
    • If you select the “Users will be asked to give consent for new ad partners” option, users that have already consented are asked to consent again. The new ad partners are included in the consent string of users that consent.
    • If you do not select the “Users will be asked to give consent for new ad partners” option, only new users will be asked to consent. The new ad partners are not included in the consent strings of returning users.

      The Ad Mob interface showing how to select ad partners.

  9. Click Done. Your changes are reflected in all messages published for the app or site.

Removing ad partners from published GDPR messages

Complete the following steps to remove ad partners from your published GDPR messages:

  1. Sign in to your AdMob account at
  2. Click Privacy & messaging.
  3. Click GDPR.
  4. Click Settings.
  5. Deselect ad partners to remove them from your GDPR message.
  6. Click Save. Your changes are reflected in all messages published for the app or site.
If ad partners are removed from your consent message, either because you deselect them from the "Your ad partners" list or because they are no longer a member of IAB's Global Vendor List (GVL), you don't need to take any further action, as you aren't required to re-obtain consent from your users.

Add GDPR-certified mediation partners

Occasionally, new mediation partners are GDPR-certified with Google and become available for use with GDPR messages. When new GDPR-certified mediation partners become available, a notification will appear on the "Your ad partners" page in your account to let you know that the list has been updated. Click Add on the notification to select any new mediation partners that aren't already selected and add them to the ad partners list for GDPR messages.

The following mediation partners are GDPR-certified with Google and can be used as ad partners for GDPR messages.

This list was last updated in May 2022.

Mediation partners GDPR-certified with Google

  • AdColony
  • AdFalcon
  • AppLovin
  • Chartboost
  • Custom Event
  • Facebook
  • Flurry
  • Fyber
  • Fyber Marketplace
  • i-mobile
  • InMobi
  • ironSource
  • Leadbolt
  • LG U+AD
  • maio
  • MobFox
  • MoPub
  • myTarget
  • nend
  • ONE by AOL (Nexage)
  • OpenX
  • Pangle
  • SK planet/T ad
  • Snap
  • Tapjoy
  • Tencent GDT
  • Unity
  • Verizon Media
  • Vpon 
  • Vungle
  • Zucks
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