Please see the following information to understand when Display & Video 360 can bid on personalized and non-personalized ads inventory in accordance with the General Data Protection Regulation (GDPR).
Bid on personalized and non-personalized ads
Display & Video 360 will bid on personalized ads when all of the following criteria are met:
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End user grants Google consent to:
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Store and/or access information on a device (Purpose 1)
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Create a personalized ads profile (Purposes 3)
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Select personalized ads (Purposes 4)
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Legitimate interest is established for Google to:
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Select basic ads (Purpose 2)
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Measure ad performance (Purpose 7)
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Apply market research to generate audience insights (Purpose 9)
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Develop and improve products (Purpose 10)
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The SSP or exchange needs to register for at least one purpose and have obtained a valid legal basis for that purpose.
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The legal bases of the SSP or Exchange for purposes 3 and 4 conforms to the guidance published in this article.
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The SSP or exchange does not register for "Actively scan device characteristics for identification" (Special Feature 2) or the SSP or exchange registers Special Feature 2 but the Transparency & Consent (TC) string indicates the user does not opt-in to Special Feature 2.
If the consent requirements for personalized ads purposes are not met, Display & Video 360 will bid on non-personalized ads when all of the following criteria are met:
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Google has consent to:
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Store and/or access information on a device (Purpose 1)
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Legitimate interest is established for Google to:
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Select basic ads (Purpose 2)
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Measure ad performance (Purpose 7)
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Apply market research to generate audience insights (Purpose 9)
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Develop and improve products (Purpose 10)
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The SSP or exchange needs to register for at least one purpose and have obtained a valid legal basis for that purpose.
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The legal bases of the SSP or Exchange for purposes 3 and 4 conforms to the guidance published in this article.
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The SSP or exchange does not register for "Actively scan device characteristics for identification" (Special Feature 2) or the SSP or exchange registers Special Feature 2 but the Transparency & Consent (TC) string indicates the user does not opt-in to Special Feature 2.
Serve third-party pixels
Display & Video 360 only serves ads with third-party pixels when all of the third-party pixels meet all of the following criteria:
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Each vendor needs to register for at least one purpose and have obtained a valid legal basis for that purpose.
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The legal bases of the vendor for purposes 3 and 4 conforms to the guidance published in this article.
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Each vendor either does not register "Actively scan device characteristics for identification" (Special Feature 2) or registers Special Feature 2 but the Transparency & Consent (TC) string indicates the user does not opt-in to Special Feature 2.
Macros
Display & Video 360 supports the following macros for passing GDPR-related information via third-party pixels:
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${GDPR}: 0 or 1, 0 = traffic from a non-GDPR region, 1= traffic from a GDPR region -
${GDPR_CONSENT_xxxxx}where xxxxx is the numeric Vendor ID of the vendor receiving the TC string: TC string received in bid request. -
addtl_consent=${ADDTL_CONSENT}where ADDTL_CONSENT is a dot-separated list of user-consented Google Ad Tech Provider (ATP) IDs.
Consented Provider Solution (CPS)
For personalized ads to be eligible to serve to users in the EEA, the following also needs to apply:
- Integration with the IAB Transparency & Consent Framework v2.2. Learn more about integrating with the TCF.
For non-personalized ads to be eligible to serve to users in the EEA, see Consent Provider Solution (CPS).
Google will support both &gdpr and &gdpr_consent parameters to pass TCF v2 consent information for both in-bound and out-bound cookie sync requests. These parameters are optional.
If the &gdpr and &gdpr_consent parameters are present in the cookie match request, Display & Video 360 will sync cookies with third-party vendors if all of the following criteria are met:
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Google has consent to:
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Store and/or access information on a device (Purpose 1)
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Create a personalized ads profile (Purposes 3)
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Select personalized ads (Purposes 4)
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Legitimate interest is established for Google to:
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Select basic ads (Purpose 2)
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Measure ad performance (Purpose 7)
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Apply market research to generate audience insights (Purpose 9)
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Develop and improve products (Purpose 10)
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The legal bases of the SSP or Exchange for purposes 3 and 4 conforms to the guidance published in this article.
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Each vendor either does not register for "Actively scan device characteristics for identification" (Special Feature 2) or registers Special Feature 2 but the Transparency & Consent (TC) string indicates the user does not opt-in to Special Feature 2.
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Each vendor needs to register for at least one purpose and have obtained a valid legal basis for that purpose.
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End user grants the vendor consent for Store and/or access information on a device (Purpose 1).
For Display & Video 360-initiated cookie match requests,&gdprand&gdpr_consentparameters will be appended to exchange-provided cookie match URLs, and the parameter values must be forwarded on redirect, in accordance with the IAB TCF spec.
Frequently asked questions
How does Display & Video 360 handle bid requests containing both TCF string and CPS field?
If a bid request includes both CPS and TCF v1 fields, Display & Video 360 does not bid for this request as Display & Video 360 does not support TCF v1.
If a bid request includes both CPS and TCF v2 string, Display & Video 360 respects the consent in the TCF v2 and CPS consent to vendors which are not registered with IAB GVL.
Assume there are 3 vendors: Vendor A, Vendor B, and Vendor C
- Vendor A and vendor B register with the IAB GVL
- Vendor C does not register with the IAB GVL
If Display & Video 360 receives a bid request containing both TCF v2 string and CPS, the TCF v2 string includes vendor A, but not vendor B and C. The CPS includes the consent of vendor B and C. In this case, Display & Video 360:
- Respects the legal basis of vendor A in the TCF string
- Ignores the consent to vendor B in the CPS string
- Respects the consent to vendor C in the CPS string.
For details on troubleshooting TCF v2.0 implementations, download this guide.
Does Display & Video 360 support Global scope & Out-of-band scope?
Can you give some examples to explain Google’s requirement of purpose 3 and 4?
| Does the user grant consent of purpose 3 and 4 to Google? | Eligible for personalized ads? | Display & Video 360 behavior |
|---|---|---|
| Yes | Yes | Display & Video 360 may bid for personalized ads, depending on other legal basis. |
| No | No | Display & Video 360 may bid for non-personalized ads, depending on other legal basis. |
Legal basis of SSP or Exchange vendor:
| SSP or Exchange purpose 3 and 4 registration in GVL | Publisher restriction for purpose 3 and/or 4 | Eligible for personalized ads? | Display & Video 360 behavior |
|---|---|---|---|
| Legitimate interest only | Requires legitimate interest or Undefined | No | If the user does not object to legitimate interest for purposes 3 and 4. Display & Video 360 does not bid. If the TC string indicates that ad personalization is not permitted, depending on the other legal basis, Display & Video 360 may bid for non-personalized ads or does not bid. |
| Legitimate interest only | Not allowed or Requires consent | No | Display & Video 360 does not bid for personalized ads. Depending on other legal basis, Display & Video 360 may bid for non-personalized ads or does not bid. |
| Consent only | Requires consent or Undefined | Depends on user consent | Depending on user consent to purpose 3, 4, and other legal basis, Display & Video 360 may bid for personalized ads, non-personalized ads, or does not bid |
| Consent only | Not allowed or Requires legitimate interest | No | Display & Video 360 does not bid for personalized ads. Depending on other legal basis, Display & Video 360 may bid for non-personalized ads or does not bid |
| Flexible (consent by default) | Requires consent or Undefined | Depends on user consent | Depending on user consent to purpose 3, 4, and other legal basis, Display & Video 360 may bid for personalized ads, non-personalized ads, or does not bid |
| Flexible (consent by default) | Requires legitimate interest | No | If the user does not object to legitimate interest for purposes 3 and 4. Display & Video 360 does not bid. If the TC string indicates that ad personalization is not permitted, depending on the other legal basis, Display & Video 360 may bid for non-personalized ads or does not bid. |
| Flexible (consent by default) | Not allowed | No | Display & Video 360 does not bid for personalized ads. Depending on other legal basis, Display & Video 360 may bid for non-personalized ads or does not bid |
| Flexible (legitimate interest by default) | Requires consent | Depends on user consent | Depending on user consent to purpose 3, 4, and other legal basis, Display & Video 360 may bid for personalized ads, non-personalized ads, or does not bid |
| Flexible (legitimate interest by default) | Requires legitimate interest or Undefined | No | If the user does not object to legitimate interest for purpose 3 and 4. Display & Video 360 does not bid. If the TC string indicates that no ad personalization is permitted, depending on the other legal basis, Display & Video 360 may bid for non-personalized ads or does not bid. |
| Flexible (legitimate interest by default) | Not allowed | No | Display & Video 360 does not bid for personalized ads. Depending on other legal basis, Display & Video 360 may bid for non-personalized ads or does not bid |
| Not used | Not allowed or Requires legitimate interest | No | Display & Video 360 does not bid for personalized ads. Depending on other legal basis, Display & Video 360 may bid for non-personalized ads or does not bid |
| Not used | Requires consent or Undefined | Depends on user consent to Google | Depending on user consent to purpose 3, 4, and other legal basis, Display & Video 360 may bid for personalized ads, non-personalized ads, or does not bid |