Google requires partners using our publisher products—Google AdSense, Ad Manager, or AdMob—to use only a Google-certified consent management platform (CMP) that integrates with IAB Europe’s Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area (EEA) or the UK.
To support frequency capping on in-stream reservation traffic that does not have TCF Purpose 1 consent, publishers will need to send the limited ads serving parameter and provide a session ID on relevant ad requests. Review the "Implementation requirements" section for more information.
This feature is limited to Ad Manager in-stream audio and video inventory on web, app and CTV.
Implementation requirements
Step 1: Initialization
This feature is only available as part of a limited beta program. Speak with your account team early to be included in the beta.
Step 2: Traffic segmentation
In order to test, you will need to isolate a small portion of traffic on which to send both &eid=95320757
and signals described in the following step, and work closely with our engineering teams to run an analysis on this traffic.
Upon successful testing with our engineering team, you will be able to remove the &eid
parameter and extend the signals described in the following step to all traffic on which you would like to enable this feature.
Step 3: Signal enablement
For traffic on which you would like to enable this feature, include the following signals on ad requests lacking TCF Purpose 1 consent:
Limited ads serving (LTD)
Add <d=1
to the ad request lacking TCF Purpose 1 consent.
<d
signal is only required where you would like to enable this feature. For general traffic where you uses the IAB TCF v2.2 consent framework, Ad Manager will attempt to serve an eligible limited ad when there is no consent for Purpose 1, regardless of whether <d
is present. Learn more about limited ads
Session ID (SID)
Include the &sid
query parameter on the ad request lacking TCF Purpose 1 consent. The SID value must meet the following requirements:
- Per the IAB's IFA guidelines, the SID value must be a temporary ID populated in UUID format.
- The SID value must not be stored in local storage on the device.
- The SID value must not be derived from cookies or other identifiers used for personalization.
Step 4: Validation
If you would like to independently validate your implementation, you can use the "Serving restriction" reporting dimension to monitor limited ads and/or consider adding a custom key-value to relevant traffic in order to surface results.
