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AdMob & AdSense program policies

Check RTB creatives for user consent

Real-time bidding (RTB) creative checking allows Google to filter out RTB creatives where the vendor pixels don’t contain the correct user consent (as detected by our systems). This may include creative ad servers, fraud and invalid traffic detection, measurement, attribution, and other ad tech vendors.

Opting in to RTB creative checking allows Google to review your RTB creatives in Ad Manager, AdSense, and AdMob for non-compliant GDPR and LGPD vendors. While this functionality may not be able to detect every non-compliant vendor if enabled, will assist publishers in improving GDPR and LGDP compliance.

Google determines whether or not appropriate user consent has been obtained by checking the TC string or publisher declarations, as applicable. It also relies on Google’s own detection systems, as well as whether the request contains domains that are “unknown” or not explicitly associated with an ad technology provider (ATP).

Google will assume that ad requests containing gdpr=1 are subject to GDPR regardless of the region the request was generated from.

Opt in to RTB creative checking

The “Check RTB (real-time bidding) partner creatives for user consent” option appears on the EU user consent page in Ad Manager, AdSense, and AdMob. When opted in, RTB creative checking will be additionally applied to all ad requests from the EEA, the UK, and Brazil on Authorized Buyers and bidding demand.

Complete the following steps to opt in to RTB creative checking: 

Opt in to Ad Manager RTB creative checking

  1. Sign in to Google Ad Manager.
  2. Click Admin and then EU user consent.
  3. Select Check RTB (real-time bidding) partner creatives for user consent.
  4. Click Save changes.

Opt in to AdSense RTB creative checking

  1. Sign in to your AdSense account.
  2. Click Blocking controls and then Manage EU user consent.
  3. Select Check RTB (real-time bidding) partner creatives for user consent.
  4. Click Save changes.

Opt in to AdMob RTB creative checking

  1. Sign in to your AdMob account.
  2. Click Blocking controls and then Manage EU user consent.
  3. Select Check RTB (real-time bidding) partner creatives for user consent.
  4. Click Save changes.
This is an opt-in feature. Publishers aren't required to enable it.

Reservation vendor filtering option

While RTB creative checking uses the same filtering technology as the reservation vendor filtering feature in Ad Manager, these two options apply to different segments of advertising demand.

  • RTB creative checking applies to real-time bidding ad requests
  • Reservation vendor filtering applies to reservation ad requests
Filtering always applies to Google demand.

TCF v2.0

If you have integrated with the IAB TCF v2.0, Google will use the consent signals in the TC string to determine which vendors have obtained user consent.

If you have not integrated with the IAB TCF v2.0, Google will check RTB ad requests against the list of ad technology providers in the “Select ad technology providers” section of your EU user consent page, the list of GDPR-certified ad technology providers, as well as the list of LGPD-certified ad technology providers.

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