Limited ads (LTD) give publishers the ability to serve ads in a limited way. Limited ads disable the collection, sharing, and use of personal data for personalization of ads. Note the following:
-
Ad-serving technologies (our JavaScript tags and/or our SDK code) will still be cached or installed as part of the normal operation of users' browsers and mobile operating systems, and ad creatives will still be sent to, and in some instances cached on, devices. Data such as IP addresses will still be used to facilitate the transmission of the ad to the device.
- Only when Programmatic limited ads are turned on, invalid traffic detection-only cookies & local storage will be used to help defend against fraud and abuse. When programmatic limited ads are enabled we will use Shared Storage API for IVT-only purposes. Google does not require publishers to obtain consent for this use case.
If a publisher uses the IAB Europe Transparency and Consent Framework (TCF 2), we will attempt to serve an eligible Limited Ad when the user preferences don’t allow serving Personalized Ads or Non-personalized Ads, but transparency has been established for Special Purpose 1 (ensure security, prevent and detect fraud, and fix errors), Special Purpose 2 (deliver and present advertising and content), and Google as a vendor.
Alternatively, a publisher can manually send a signal (see Implementation) and Google will similarly attempt to serve an eligible limited ad regardless of user location. Google will also attempt to serve an eligible limited ad for requests from the EEA, the UK, or Switzerland that don't include a TC string from a Google-certified CMP.
Demand eligibility
Bidding is available on inventory eligible for limited ads. A publisher can enable this serving mode to allow for contextual demand when publishers are serving limited ads, unlocking demand from Google demand and Authorized Buyers.
If publishers decide to use this serving mode, Google will make use of invalid traffic detection-only cookies & local storage on consented and unconsented traffic. Accordingly, programmatic demand will be enabled (and an invalid traffic-only cookie & local storage used) when (1) there is no certified consent management platform (CMP) present, (2) when limited ads are enabled in the ad request, or (3) when the user preferences don’t allow serving Personalized Ads or Non-personalized Ads, but transparency has been established for Special Purpose 1 (ensure security, prevent and detect fraud, and fix errors), Special Purpose 2 (deliver and present advertising and content), and Google as a vendor.
Where no CMP is present, publishers are reminded that they must still comply with all relevant provisions of the EU user consent policy (including, for example, the obligations to clearly identify each party that may collect, receive, or use end users’ personal data and to provide end users with prominent and easily accessible information about that party’s use of end users’ personal data.)
Limited ads are an optional feature. Publishers are legally responsible for the tools they use to gather consent, including consent for how they use cookies & local storage in online advertising. Publishers should work with their legal teams to determine for themselves whether to use this feature, taking into account relevant regulations and applicable regulator guidance.
Publishers that do not want to use invalid traffic-only cookies and local storage without user consent should opt out of this feature by turning it off in the AdSense user interface.
Turn off limited ads
Limited ads are turned on by default and can be turned off at any time. Complete the following steps to turn off limited ads:
- Sign in to your AdSense account.
- Navigate to Brand Safety, then Blocking controls, and then Ad serving.
- Turn off Limited ads.
Turn on limited ads
Complete the following steps to turn on bidding for limited ads if it was previously turned off:
- Sign in to your AdSense account.
- Navigate to Brand Safety, then Blocking controls, and then Ad serving.
- Turn on Limited ads.
Implementation
Limited ads will be requested when the user preferences don’t allow serving Personalized Ads or Non-personalized Ads, but transparency has been established for Special Purpose 1 (ensure security, prevent and detect fraud, and fix errors), Special Purpose 2 (deliver and present advertising and content), and Google as a vendor.Action required for consent management platforms
Publishers using Privacy & messaging can create and traffic consent messages using the IAB TCF v2.3.
Other IAB TCF v2.3 certified consent management platforms (CMPs) shouldn't need to take any action to support limited ads. The existing TC string contains all of the relevant signals required to select the correct serving mode.
The following ad serving modes will be available for publishers:
| Ad serving mode | Personalized ads | Non-personalized ads | Limited ads on AdSense |
|---|---|---|---|
| Invalid traffic and fraud protection | |||
| Programmatic demand from Google | |||
| Programmatic demand from third-party buyers |