The European Union's Digital Services Act (DSA) seeks to regulate online content, transparent advertising, and disinformation by creating a single set of rules across the EU. The expressed purpose of the DSA is to update the European Union's existing legal framework addressing illegal content on intermediaries, and in doing so, harmonize the related national laws that have emerged across the European Union.
Beginning February 2024, Google Ad Manager and AdSense will provide a user interface control to allow publishers to request that buyers display DSA Article 26 transparency information alongside ads. This control will utilize the IAB DSA Transparency specification. Review the following information to learn how this will be supported in OpenRTB and Google RTB protocols.
Google will not support other functionality utilizing the IAB DSA Transparency specification for February 2024; however, we continue to work with our publisher partners to understand how best to support their DSA obligations.
OpenRTB
When enabled by a publisher:
- Bid request will include the following values:
Regs.ext.dsa.required=2: Required; bid responses without DSA object will not be accepted.Regs.ext.dsa.pubrender=0: Publisher can't render.Regs.ext.dsa.datatopub=0: Do not send transparency data.
- Bid responses that don't include
Bid.ext.dsa.adrender=1(buyer/advertiser will render) will be blocked.
When a buyer receives the signal in a bid request specifying that the required DSA transparency information must be displayed, they should assess whether they can appropriately display the required information.
If a buyer responds with Bid.ext.dsa.adrender=1, they should ensure they are:
- Displaying an ad badge or indication that the creative content is an ad.
- Providing a method for users to access the following information:
- Name of the entity on whose behalf the ad is displayed
- Name of the advertiser who spent money for the ad, if different from previous name
- Meaningful information about the main parameters used to target the ad; can optionally be based on user parameters provided in IAB DSA Transparency specification
To confirm support for displaying required information for Protected Audience API creatives, buyers should respond with BidResponse.ext.igbid.dsarender=true for each interest group that supports DSA transparency.
Google RTB
When enabled by a publisher:
- Bid request will include the following values:
BidRequest.Dsa.dsa_support=3: Required, bid responses without DSA object will not be accepted.BidRequest.Dsa.publisher_rendering_support=1: Publisher can’t render.BidRequest.Dsa.data_to_publisher=1: Do not send transparency data.
- Bid responses that don't include
BidResponse.Ad.DsaTransparency.buyer_render=true(buyer/advertiser will render) will be blocked.
When a buyer receives the signal in a bid request specifying that the required DSA transparency information must be displayed, they should assess whether they can appropriately display the required information.
If a buyer responds with BidResponse.Ad.DsaTransparency.buyer_render=true, they should ensure they are:
- Displaying an ad badge or indication that the creative content is an ad.
- Providing a method for users to access the following information:
- Name of the entity on whose behalf the ad is displayed
- Name of the advertiser who spent money for the ad, if different from previous name
- Meaningful information about the main parameters used to target the ad; can optionally be based on user parameters provided in IAB DSA Transparency specification
To confirm support for displaying required information for Protected Audience API creatives, buyers should respond with BidResponse.interest_group_bidding.interest_group_buyers.dsa_buyer_render=true for each interest group that supports DSA transparency.