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Guidance for complying with the Identifying Users Policy

Google offers many advertising products and many types of ad tags. But whichever type of tag you use, there are a few things to keep in mind.

Ad requests typically send a page URL to Google. So make sure there is nothing featured in your page URLs that shouldn't be sent in ad requests to Google.

Specifically, the Identifying Users Policy states that publishers must not pass any information to Google:

  • that Google could use or recognize as personally-identifiable information; or
  • that permanently identifies a particular device (such as a mobile phone's unique device identifier if such an identifier cannot be reset).

In particular, please make sure that pages that show ads by Google do not contain your visitors' usernames, passwords, email addresses, or other personally-identifiable information (PII) in their URLs.

Some Google products allow you to add macros, such as the key-values feature of DoubleClick Campaign Manager (DCM) and DoubleClick for Publishers (DFP). Again, you must avoid putting anything into these macros that Google could use or recognize as PII. Failure to comply with this requirement will be treated as a material breach of contract.

Review the following articles for more information: