Under Google’s updated EU user consent policy, you must make certain disclosures to your users in the European Economic Area (EEA), the UK, and Switzerland and obtain their consent for the use of cookies or other local storage where legally required, and for the collection, sharing, and use of personal data for ads personalization.
This policy reflects the requirements of:
- EU ePrivacy Directive
- General Data Protection Regulation (GDPR)
To support publishers in meeting their duties under this policy, Google offers the ad serving options described below for users in the EEA, the UK, and Switzerland. If you don’t make any changes, the commonly used set of ad technology providers (ATPs) will continue to be used. The EEA includes the European Union member states and Iceland, Liechtenstein, and Norway.
Get started
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On the European regulations settings page in Privacy & messaging, update the settings for the sections on this page as described below. Not all users have access to this area. Only the built-in Administrator user role has edit permissions by default. For a custom user role to see this page, you need to update the permissions to include the View privacy & messaging or Edit privacy & messaging permissions. |
Complete the following steps to help ensure you comply with EU user consent policy:
Step 1: Select ad technology providers (for personalized ads)
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To help with compliance under Google’s updated EU user consent policy, you have the option to select your preferred ad technology providers (ATPs) from a list of companies that have provided us with information about their compliance with the GDPR—all of whom also have to comply with our data usage policy to ensure publisher data is protected. If you select these ad technology providers (including Google and other bidders and vendors), they may use data about your users for the purposes of ads personalization and measurement. |
Note that ad technology providers are not the same as mediation networks. This selection won’t affect mediation.
- Choose one of the following options:
- Commonly used set of ad technology providers: This is the setting that will be used unless you make a change on this page.
- Custom set of ad technology providers: Select your preferred ad technology providers.
- Clearly identify the providers you select to your users, and obtain users' consent in line with Google's EU user consent policy. You could do this by listing your chosen ad technology providers in a consent flow, or listing your chosen providers on a separate page of your site to which you direct your users from a consent flow. In either case, to comply with Google's EU user consent policy, you should link to the details provided by each provider that describes their activities.
Step 2: Set up consent gathering
You can use the Google CMP, a third-party CMP, or create your own consent dialog that displays a message on your sites or apps asking users in the EEA, the UK, and Switzerland for consent.
Consent for apps
See the Google Developers guide (Android, iOS) to learn how to use Google’s consent dialog or create your own consent dialog.
After updating your app code, you’ll re-upload your app to the Google Play or App Store. You may need your network ID.
Consent for the web
Learn more about passing ads personalization signals and IAB TCF user consent signals to Google Ad Manager.
Additional considerations
Check creatives for consent (optional)
If you'd like, you can elect to scan reservation or RTB creatives for consent. If you choose to do so, you can add custom ad partner URLs to ensure unknown vendors in creatives do not block a creative from being eligible to serve.
Custom ad partner URLs
"Add custom ad partners URLs" applies to both "Check reservation creatives for consent" and "Check RTB (real-time bidding) partner creatives for ad partner consent". So if you choose to enable these features, you can also optionally add custom ad partners URLs to ensure unknown URLs do not result in auto filtering.