Restrict data processing
When a publisher enables restricted data processing, on the publisher’s instruction Google will further limit how it uses data and begin serving non-personalized ads only. Non-personalized ads are not based on a user’s past behavior. They are targeted using contextual information, including coarse (such as city-level, but not ZIP/postal code) geo-targeting based on current location, and content on the current site or app or current query terms. Google disallows all interest-based audience targeting , including demographic targeting and user list targeting when in restricted data processing mode.
Partners who have implemented the Global Privacy Control or other universal opt-out mechanisms may choose to enable restricted data processing when they receive a GPC opt-out signal.
Some U.S. states' provisions require that Global Privacy Control (GPC) signals opt the user out of Ad Targeting, Sale, or Share of data. For users in applicable states, Google will receive GPC signals directly and trigger RDP mode for those ad requests.
Restricted data processing for programmatic
When a restricted data processing signal is passed in the tag, the following happens for programmatic transactions:
- Ads that serve do not use information based on the user’s past behavior.
- Google does not record information against user identifiers for the purposes of personalized ads measurement or targeting.
- No ads serve using interest-based audience targeting (including demographic targeting and remarketing list targeting).
- Ads served via Google Ads and Display & Video 360 will only use contextual and placement targeting. These ads may use IP address for very coarse level geo-targeting (city-level) and to prevent invalid activity. These ads also use cookies and/or IDFA and AdIDs for frequency capping, aggregated ad reporting, and to combat fraud and abuse.
- Restricted data processing ad requests are sent to third-party RTB bidders if they are selected in the "Review your ad partners" list. Refer to this article for more detail.
Restricted data processing for non-programmatic
When a restricted data processing signal is passed in the tag, the following happens for non-programmatic line items:
- No ads serve using interest-based audience targeting (including demographic targeting and remarketing list targeting).
- Google does not record information against user identifiers for the purposes of personalized ads measurement or targeting.
Line items that do not meet the criteria above will be eligible for requests with Restricted data processing enabled. Restricted data processing doesn't extend to the sending or disclosure of personal information to third parties that you may have otherwise enabled in our products and services, and you should ensure that you’ve taken any measures with respect to such third parties as required to meet your compliance needs.
Restricted data processing for mediation and yield groups
When restricted data processing mode is enabled, a restricted data processing signal is passed via the SDK and the following happens for Open Bidding and mediation for mobile apps:
- Restricted data processing ad requests are made to Open Bidders.
- Mediation is not disabled. *
Features impacted by restricted data processing (RDP) mode
- Audience Solutions targeting will not be available for RDP requests.
- Ad Manager mobile carrier targeting will not be available for RDP requests.
- Ad Manager bandwidth targeting will not be available for RDP requests.
- Deals with non-Display & Video 360 buyers will not be able to transact for RDP requests.
- Deals with Display & Video 360 buyers may be impacted if they use third-party pixels or audience targeting for RDP requests.
Restricted data processing ads changes in reporting
- For restricted data processing ad traffic, certain Ad Manager Data Transfer fields will be blank, including
UserId,AudienceSegmentIds,Bandwidth, andMobileCarrier. - Accuracy of Ad Manager Reach Reporting may be impacted.
