These release notes are archives provided for your convenience only and might not reflect current product functionality. For the latest releases, see AdMob Announcements.
Q2 2025
Similar to the Colorado Universal Opt-Out Mechanism (UOOMs) provisions, additional US States including Connecticut, Montana, Nebraska, New Hampshire, Texas, Minnesota, New Jersey and Maryland, have similar UOOMs provisions that require Global Privacy Control (GPC) signals opt the user out of ad targeting, sale, or share of data. For users in Colorado, Connecticut, Montana, Nebraska, New Hampshire, Texas, Minnesota, New Jersey and Maryland, Google will receive GPC signals directly and trigger RDP mode for those ad requests.
New comprehensive US state laws coming into effect include: the Tennessee Information Protection Act (July 1st), the Minnesota Consumer Data Privacy Act (July 1st), the Maryland Online Data Privacy Act (Oct 1st), the Indiana Consumer Data Protection Act (INCDPA), the Kentucky Consumer Data Protection Act, and the Rhode Island Data Transparency and Privacy Protection Act (Jan 2026).
Google's approach in these states is similar to that of existing US states with active comprehensive laws. Activating RDP mode turns off ad personalization, which may assist publishers in honoring opt-outs for targeted advertising and avoiding activities that could be considered a "sale" or "sharing" of user data.
Please note that publishers should still work with their legal teams to understand if RDP is the appropriate solution for their compliance. Publishers who currently leverage the RDP should work with their legal teams to understand if they should expand their use of RDP in additional states.
Starting September 2025, AdMob will update data retention across all reports to comply with new data retention policies. Data beyond the stated retention periods for respective reports will be deleted.
What's changing?
- Data in the User Activity and Benchmark reports will be limited to the past 90 days.
- Data in all other reports (Ads Activity, Cohort, Bid Landscape) will be limited to the past 7 years.
Next step
With the new data retention windows, only older data from the Ads Activity report and User Activity report are subject to deletion, as other reports do not yet have data that exceeds their respective retention periods.
- Ads Activity report: If you need to retain data older than 7 years, you can download it using the AdMob report CSV download or the AdMob API before it is removed.
- User Activity report: If you need to retain data older than 90 days, you can download it using the AdMob report CSV download before it is removed.
How to download data
- To export data from your Ads activity or User Activity reports, open a report, click the three dots in the top right corner, and then select “Download CSV.”
- To export Ads Activity report data from the AdMob API, please review the documentation for setting up and generating reports.
On June 02, 2025, we'll add a "Deprecated" label to the Additional ad technology vendors opt-out control. Then, beginning July 07, 2025, we'll remove the control from AdMob Blocking controls.
The Additional ad technology vendors opt-out control, which enabled publishers to block additional third-party ad technology vendors used by advertisers from buying their ad slots, has become obsolete. The control no longer provides publishers with useful privacy or brand safety functionality.
No action is required from publishers. To manage ad technology vendors in regulatory regions, please continue to use your consent management platform (CMP) to collect and manage user consent as necessary.
Ad choice control ("Choosing the type of ad you want to show") is deprecated and has been removed from the European message settings in Privacy & messaging. We encourage you to use the IAB TCF framework for collecting and communicating users' consent decisions in the EEA, UK, and Switzerland. If you wish to serve some users personalized ads, and other users non-personalized ads, the Google Developers documentation (iOS UMP SDK, Android UMP SDK) provides all the details on how the User Messaging Platform SDK can help your app comply with Google’s EU user consent policy.
The commonly used set of ad technology providers will be updated on or after June 2, 2025 to reflect the ad technology providers that work most closely with publishers globally, based on data we've collected from all programmatic demand sources, as well as meeting our privacy standards. After this date, the list will be periodically updated, and you will be able to find the up-to-date version of the list published at Ad technology providers. You can view the controls and the list of ad technology providers in your account on the European regulations settings page in Privacy & messaging. If you want to prevent automatic updates, select Custom ad partners. This will create a custom list pre-filled with your current selections, which you can then modify as needed.
The commonly used set of ad technology providers will be updated on or after June 2, 2025 to reflect the ad technology providers that work most closely with publishers globally, based on data we've collected from all programmatic demand sources, as well as meeting our privacy standards. After this date, the list will be periodically updated, and you will be able to find the up-to-date version of the list published at Ad technology providers. You can view the controls and the list of ad technology providers in your account on the European regulations settings page in Privacy & messaging. If you want to prevent automatic updates, select Custom ad partners. This will create a custom list pre-filled with your current selections, which you can then modify as needed.
Today, we’re announcing improvements to the Policy center to help you better understand, prioritize, and resolve your issues. We're introducing three new labels (policy issue, regulatory issue, and advertiser preference) that provide you with more clarity on the source of your issue. The new labels give you a clearer understanding of the cause and priority of your active issues, and help you identify which issues are policy, regulatory, or advertiser preference.
What's changed
We've made the following improvements to the Policy center:
- Replaced "Must fix" with three new issue labels: policy issue, regulatory issue, and advertiser preference.
- Added new filters so you can filter by policy issue, regulatory issue, and advertiser preference.
- Updated the "Issue details" page to include the new issue labels and renamed the "Screenshots" column to "View issue".
- Updated the review process so you can now let Google know if you believe your site or app has been incorrectly labelled with an issue.
Q1 2025
AdMob is supporting key user metrics in the Ads Activity report and Ads Activity card to provide more comprehensive ads performance reporting and deeper analytics.
New user metrics are compatible with a wide range of existing dimensions so you can visualize and break down ads and user metrics together by format, mediation group, ad source, and more! Learn more about metric breakdown rules and partial data scenarios here.
To view user metrics for your apps in the Ads Activity report or Ads Activity card, you need to link your apps to Firebase.
New user metrics in Ads Activity report and Ads Activity card
|
Metric |
Definition |
|---|---|
|
Active users (AU) |
The number of unique users who have opened the app. Active users is sometimes known as DAU (daily active users) when aggregated by date. |
|
Ad viewers (AV) |
The number of unique users who have viewed ads. Ad viewers is sometimes known as DAV (daily ad viewers) when aggregated by date. Note: The number of AVs must meet a minimum threshold before data can be shown. This means you may see zero AV even when the number of impressions is not zero.
|
|
Ad viewer rate |
The percent of active users who have viewed ads. It’s calculated by:
|
|
Ads ARPV |
The average revenue per viewer (ARPV) from ad revenue. It’s calculated by:
|
|
Ads ARPU |
The average revenue per user (ARPU) from ad revenue. It’s calculated by:
ARPU is sometimes known as ARPDAU (average revenue per daily active user) when aggregated by date. |
|
Imps / AU |
The average number of ads seen by an active user. It’s calculated by:
This is sometimes known as ad density or ad load. |
|
Imps / AV |
The average number of ads seen by an ad viewer. It’s calculated by:
|
We’ve introduced some changes to AdMob Mediation. With these changes, it’s easier to manage your ad sources, map ad units and reuse them in multiple mediation groups, and optimize your mediation setup.
- Simplified mediation setup and management
- Increased flexibility in ad source management
- Improved search and filtering
- Automated tasks
Simplified mediation setup and management
We’ve made it easier for you to track and manage your mediation groups. For example:
- You can track the minimum price set for your ads across ad networks by entering the Network eCPM when mapping the ad units.
- When you add an ad unit to a mediation group, AdMob automatically suggests line items based on previously created ad unit mappings.
Increased flexibility in ad source management
You now have the option to manage mediation ad source instances directly from your ad sources tab. This can make it easier to add ad unit mappings, and delete waterfall or bidding ad source instances in your mediation groups. Learn more about managing your ad unit mapping details from your ad source page.
Improved search and filtering
We’ve added search and filtering across your Waterfall and Bidding ad source tabs so you can easily find ad unit mappings.
You’ll be able to search by:
- App name or ID
- Ad unit name or ID
- Network app name or ID
- Network ad unit name or ID
Automated tasks
Automated tasks can save time and prevent errors. Now, instead of manually entering mapping or setup details for each ad source, AdMob will suggest line items based on your previous ad unit mappings.
For example, you can copy ad source credentials, ad units, mappings, segments, and mediation groups.
We’re expanding the Google AdSense, AdMob, and Ad Manager payout options. Publishers in the US can now choose to receive their AdSense, AdMob, or Ad Manager earnings directly to their Hyperwallet account.
PayPal, Venmo, and cash pickup will be available for even more flexibility on how publishers get their payouts. Learn more about PayPal Hyperwallet.
We've made some updates to the Mediation A/B testing that will enhance and accelerate how you analyze your A/B test results.
What’s new?
- Faster test results: We've updated our A/B testing framework to use more granular data when providing recommendations. As a result, we now provide recommendations in just a few days. This allows you to make faster decisions and optimize your mediation setup in much less time.
- Chart reports: We’ve added charts to your A/B tests to make it clearer and easier for you to interpret the results. These charts help you monitor the performance of both Variant A and Variant B in real-time while your A/B test is running. The Summary chart shows you an overview of the key metrics: scaled revenue, eCPM, match rate, and scaled impressions. These charts illustrate how each variant is performing against your key metrics. You click a tab for each metric to review a line chart in greater detail. Each line chart shows daily data and plotted Variant B as a percentage change compared to Variant A.
Learn more about how to analyze your A/B test and take action.
Starting April 2025, we're merging our email opt-in categories: "Customized help and performance suggestions" and "Periodic newsletters with tips and best practices".
This means that if you’re subscribed to our periodic newsletters, you may start to receive performance suggestions such as exclusive performance reports, personalized tips, and webinar invites to help you grow your account.
To give you time to adjust your preferences, we’ll wait 60 days before merging your opt-in settings. If you prefer not to receive performance suggestion emails, please update your subscription preferences within this 60-day window. Please note that you may opt out at any time.
We believe this change will provide you with a more streamlined and valuable email experience.
We’ve introduced a new setting that allows you to control the enablement of high-engagement ads in interstitial and rewarded formats. This app-level setting controls high-performing ads that boost user engagement and improve overall ad performance. High-engagement ads are automatically enabled for all your apps, allowing you to benefit from improved performance. You may choose to disable high-engagement ads in your App settings. Note that this setting does not apply to partner bidding ad units. Learn more about enabling the high-engagement ads setting.