AdSense 中的隐私权和消息工具为启用个性化广告和非个性化广告提供了多种选项。本文详细介绍了这两种广告之间的区别。不妨详细了解 Google 发布商广告代码中的广告个性化设置。
Personalized ads
Personalized advertising (formerly known as interest-based advertising) is a powerful tool that improves advertising relevance for users and increases ROI for advertisers. In all our publisher products, we make inferences about a user’s interests based on the sites they visit or the apps they use. This allows advertisers to target their campaigns according to these interests, providing an improved experience for users and advertisers alike. Learn more about our advertiser policies for personalized ads.
Google considers ads to be personalized when they are based on previously collected or historical data to determine or influence ad selection, including activity like previous search queries, visits to sites or apps, location, or demographic information. For example, this could include: demographic targeting, interest category targeting, remarketing, targeting Customer Match lists, and targeting audience lists uploaded in Display & Video 360 or Campaign Manager 360.
非个性化广告 (NPA)
非个性化广告并非根据用户过去的行为投放，而是依据情境信息投放的，包括根据用户当前位置进行的大致地理位置定位（例如定位到城市一级）、当前网站或应用中的内容或者当前使用的搜索查询字词。投放非个性化广告时，Google Ad Manager 会禁止将任何数据用于广告个性化，包括禁止使用受众特征定位和用户名单定位。
虽然非个性化广告不会使用 Cookie 或移动广告标识符来定位广告，但仍会使用它们来确保广告展示频次不超过频次上限以及生成汇总的广告报告。
如果法律有相关要求，您必须就将 Cookie 或移动广告标识符用于这些目的征得用户同意，例如在英国以及欧洲经济区 (EEA) 内的某些国家/地区，《电子隐私指令》就有这样的要求。不妨详细了解发布商与 IAB TCF v2.2 的集成。
如果某个已登录 Google 的用户直接向 Google 提供了年龄信息但未达到同意年龄，Google 只会向该用户投放非个性化广告，而不会考虑发布商在 Ad Manager 的“隐私权和消息”工具中指定了怎样的欧盟地区用户意见征求设置，也不会考虑发布商是否在广告代码中传递了非个性化广告信号。