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.

From July 31, 2024, Google will expand the scope of our EU User Consent Policy to apply to users in Switzerland. You can preview the updated policy here. Customers using Google advertising products will be required to obtain Swiss users’ consent to the use of cookies or other local storage, where legally required; and the collection, sharing and use of personal data for personalisation of ads. This is in addition to existing requirements for European Economic Area (EEA) and UK users.

Over the course of 2024, Florida, Texas, Oregon, Montana, and Colorado have privacy law provisions coming into effect. Google will supplement the existing Google Ads Data Processing Terms, Google Ads Controller-Controller Data Protection Terms, Google Measurement Controller-Controller Data Protection Terms, and U.S. State Privacy Laws Addendum. No additional action is required to accept these terms if you’ve already agreed to the online data protection terms.

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_first_party_id *	user.eids **	redacted
publisher_provided_id	user.eids **	redacted

^{* Across web and app requests, irrespective of the type of the first-party ID.
** See PPID and first-party IDs OpenRTB representationfor more details.}

Note: 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