Non-personalized ad requests

Beginning on October 21, 2021, Google will start sending bid requests for non-personalized and restricted data processing ad requests to third-party RTB bidders.

This help center will be updated periodically to ensure you have the latest information.

Non-personalized ads are ads that are not based on a user’s past behavior. They are targeted using contextual information, including coarse geo-targeting based on current location and content of the current site or app. Bidders should not personalize ads served on NPA requests.

Publishers can use different controls for non-personalized ads depending on the region:

• EEA, the UK, and Switzerland: Publishers can select ad partners (ad technology providers) to receive personalized and non-personalized bid requests.
• Regulated US states: Publishers can select from a set of ad partners to receive personalized and non-personalized bid requests.
• Brazil: Bid requests will be sent to all bidders that are part of the Ad Technology Providers for the LGPD list.
• Other regions: Non-personalized ad requests outside of the previously noted regions will be sent to all bidders, subject to other protections.

Signals in bid requests

Bid requests for non-personalized ads will be labeled with privacy signals depending on the reason for serving non-personalized ads. Bidders will only receive requests with the following signals when a publisher has indicated they should receive using their publisher UI controls.

When request is...	The bid request will indicate privacy treatment by including...
TCFv2 basic ads	regs.gdpr=1 NonPersonalizedAdsReason.User_Opt_Out=1
?npa=1 in EEA/Switzerland/UK	regs.gdpr=1 NonPersonalizedAdsReason.Publisher_Declared_NPA=1
EEA/Switzerland/UK requests where publisher has set account-level NPA	regs.gdpr=1 NonPersonalizedAdsReason.Publisher_Declared_NPA=1
?npa=1 in BR	regs.lgpd=1 NonPersonalizedAdsReason.Publisher_Declared_NPA=1
?npa=1 outside of EEA/Switzerland/UK or BR	NonPersonalizedAdsReason.Publisher_Declared_NPA=1
?rdp=1 globally	NonPersonalizedAdsReason.Restrict_Data_Processing=1
Requests where publisher has set account-level RDP	NonPersonalizedAdsReason.Restrict_Data_Processing=1
Pub sends us_privacy string indicating user opt out	NonPersonalizedAdsReason.Restrict_Data_Processing=1

 

You can find these fields in the OpenRTB and Authorized Buyer RTB protocols.

User identifiers (such as google_user_id, hosted_match_data, any device advertising IDs, and session_id) will be removed from bid requests for non-personalized ads. User-Agent information will be generalized in bid requests for non-personalized ads. Learn more When the User-Agent information is generalized, privacy_treatments.user_agent_data will be set to USER_AGENT_DATA_COARSENED, and privacy_treatments.user_agent will be set to USER_AGENT_COARSENED.

Truncated IP address will be removed from bid requests for non-personalized ads. When IP address is redacted, privacy_treatments.ip will be set to IP_REDACTED

Authorized Buyer RTB Fields	OpenRTB Fields	Applied action
google_user_id	user.id	redacted
Device advertising ID (IDFA, UDID)	device.ifa	redacted
hosted_match_data	user.buyeruid	redacted
session_id	device.ext.session_id	redacted
ip	device.ip, device.ipv6	redacted
user_agent	device.ua	generalized
user_agent_data	device.ext.user_agent_data	generalized
publisher_provided_id *	user.eids	redacted

^{* See PPID OpenRTB representation for more details.}

If Authorized Buyers do not intend to bid on non-personalized ad requests, they can filter bid requests without user identifiers in pretargeting.

Exceptions

• Ads for which child-directed treatment applies are not eligible to be sent to third-party RTB bidders. Example: Ad requests configured with childDirectedTreatment or underAgeOfConsent