Brand safety

Manage your ad serving settings

You can control certain ad format and auction behaviors in AdSense, such as blocking user-based ads, or allowing additional ad technology vendors in your account.

In this article:

Personalized ads
Display ads
Choose your ad serving settings

Personalized ads

User-based ads

Choose whether or not you want to display ads that are based on users’ interests, demographics, and Google Account information, and allow eligible advertising platforms (Google Ads, Display & Video 360, and Authorized Buyers) to collect visitation information from your site to create interest categories.

Note: This control doesn't affect remarketing. You can't opt out of showing ads to users based on their previous interactions with the advertiser, such as visitors to an advertiser's website, known as remarketing.

Additional ad technology vendors

Google allows third party vendors used by advertisers to buy your ad slots. Allowing additional ad technology vendors results in more ads being eligible to be shown to your users, and as a result can potentially lead to higher earnings.

Note: This control doesn't override EU user consent, California Consumer Privacy Act or other regulatory settings, or the list of allowed ad networks in your account. For more information, check out:

Limited ads

Choose whether or not you want to allow limited ads using invalid traffic detection cookies. This setting enables demand from Google demand and Authorized Buyers on limited ads requests. Programmatic demand requires the use of an invalid traffic detection-only cookie & local storage regardless of the user consent signals passed with limited ads requests.

If you don't want to use invalid traffic detection-only cookies & local storage without user consent, then you should turn off this feature. Learn more about programmatic limited ads.

First-party cookies

Choose whether or not you want to allow first-party cookies from Google on your site, and allow sharing of first-party cookies for personalization with eligible advertising platforms (Google Ads, Display & Video 360, and Authorized Buyers). Allowing first-party cookies from Google may increase your revenue because it enables features like frequency capping on ads and allows ads with a frequency cap to serve on your site. First party cookies for personalization help to show personalized ads to your users when third-party cookies aren’t available, which may also increase your revenue.

Note: For the time being, this sharing with Authorized Buyers will not include users in the EEA, Switzerland, UK, California, and some US states.

Cookies are small text files downloaded to a user's browser that can be used to store user information and preferences. Cookies are either first-party (associated with the domain the user is visiting) or third party (associated with a domain that's different from the domain the user is visiting). Google may use first-party cookies when third-party cookies are not available.

Display ads

Similar-sized display ads

Choose whether or not you want to show similar-sized but higher performing display ads in your ad units. To help increase competition for some ad sizes, we'll occasionally modify similar-sized display ads to fit within the ad units. When this happens, the modified ad is served neatly centered at the top of the ad unit. For example, you might have a 468x60 ad in a 320x50 ad unit.

Animated display ads

Choose whether or not you want to show non-static display (e.g., image) ads, such as ad creatives created using Adobe Flash or animated GIF formats.

VPAID ads

Choose whether or not you want to display interactive VPAID video ads. VPAID is a standard that allows advertisers to create interactive video ads, e.g., overlays, galleries, etc.

Note: This control does not apply to non-VPAID interactive video ads, e.g., TrueView video ads.

Choose your ad serving settings

Sign in to your AdSense account.
Click Brand safety.
Click Content, then Blocking controls.
Click Manage Ad serving.
Use the controls to choose which types of ads you want to allow or block .

Note: These settings are only available for AdSense for Content ads.

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