Under Google'sEU User Consent Policy,
you must make certain disclosures to your users in the European Economic Area
(EEA) and the UK, 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
the EU ePrivacy Directive and the General Data Protection Regulation (GDPR). To
comply with this policy, publishers are required to adopt aGoogle-certified consent management platform(CMP) that has integrated with theTCF frameworksuch as theUser Messaging Platform SDK. Once adopted, the CMP presents
consent choices, known as purposes, in your mobile app.
The exact UI for the consent choices is kept up-to-date by Google, but here's an
earlier version for reference:
The different types of ads that can be served are:
Personalized adsare ads that make inferences about a user's interests based on the sites they
visit or the apps they use. Google considers ads to be personalized when they
are based on previously collected or historical data to determine or influence
ad selection.
Google will serve personalized ads when all of the following criteria are met.
Readrequirements for personalized adsfor more information.
Purpose
User consent choice
Legend: ✅ Consent ✔ Legitimate interest
Purpose 1
✅
Purpose 2
✔ or ✅
Purpose 3
✅
Purpose 4
✅
Purpose 7
✔ or ✅
Purpose 9
✔ or ✅
Purpose 10
✔ or ✅
Non-personalized ads
Non-personalized adsare ads that are not based on a user's past behavior. Per the EU User Consent
policy,non-personalized ads still require consent for cookies mobile identifiers.
Legend: ✅ Consent ✔ Legitimate interest 🚫 No consent
Purpose 1
✅
Purpose 2
✔ or ✅
Purpose 7
✔ or ✅
Purpose 9
✔ or ✅
Purpose 10
✔ or ✅
Limited ads
Limited adsare ads in the absence of consent for cookies or mobile identifiers. Limited ads
don't access cookies, user identifiers, or equivalent local storage on the
user's device.
Google will serve limited ads when all of the following criteria are met:
Purpose
User consent choice
Legend: ✅ Consent ✔ Legitimate interest 🚫 No consent
Purpose 1
🚫
Purpose 2
✔ or ✅
Purpose 7
✔ or ✅
Purpose 9
✔ or ✅
Purpose 10
✔ or ✅
Technical ad delivery
Technical ad deliveryis a solution to help deliver adsin adherence to GDPRwhen consent and legitimate interest for non-special purposes aren't present.
Technical ad delivery relies onIAB TCF v2.0 Special Purpose 2 (SP2)and will utilize IP addresses for the technical delivery of ads. If you set up
your CMP to call Ad Manager on traffic without
legitimate interest or consent, Ad Manager will attempt
to serve technical ad delivery-eligible ads.
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],["Last updated 2025-09-04 UTC."],[],[],null,["Select platform: [Android](/ad-manager/mobile-ads-sdk/android/privacy/ad-serving-modes \"View this page for the Android platform docs.\") [iOS](/ad-manager/mobile-ads-sdk/ios/privacy/ad-serving-modes \"View this page for the iOS platform docs.\") [Unity](/ad-manager/mobile-ads-sdk/unity/privacy/ad-serving-modes \"View this page for the Unity platform docs.\") [Flutter](/ad-manager/mobile-ads-sdk/flutter/privacy/ad-serving-modes \"View this page for the Flutter platform docs.\")\n\n\u003cbr /\u003e\n\nUnder Google's [EU User Consent Policy](//www.google.com/about/company/user-consent-policy.html),\nyou must make certain disclosures to your users in the European Economic Area\n(EEA) and the UK, and obtain their consent for the use of cookies or other local\nstorage where legally required, and for the collection, sharing, and use of\npersonal data for ads personalization. This policy reflects the requirements of\nthe EU ePrivacy Directive and the General Data Protection Regulation (GDPR). To\ncomply with this policy, publishers are required to adopt a\n\n[Google-certified consent management platform](//support.google.com/admanager/answer/13554116#zippy=%2Cgoogle-certified-cmps)\n\n(CMP) that has integrated with the\n[TCF framework](//iabeurope.eu/transparency-consent-framework/) such as the\n[User Messaging Platform SDK](/ad-manager/mobile-ads-sdk/unity/privacy). Once adopted, the CMP presents\nconsent choices, known as purposes, in your mobile app.\n\nThe exact UI for the consent choices is kept up-to-date by Google, but here's an\nearlier version for reference:\n\n| **Important:** In addition to collecting purposes consent, you also need to collect vendor consent. Both purposes consent and vendor consent are required for any vendor, such as Google, to serve appropriate ads.\n\nThe different types of ads that can be served are:\n\n- [Personalized ads](#personalized_ads)\n- [Non-personalized ads](#non-personalized_ads)\n- [Limited ads](#limited_ads)\n- [Technical ad delivery](#technical_ad_delivery)\n\nPersonalized ads [Personalized ads](//support.google.com/admanager/answer/9005435) are ads that make inferences about a user's interests based on the sites they visit or the apps they use. Google considers ads to be personalized when they are based on previously collected or historical data to determine or influence ad selection.\n\n\u003cbr /\u003e\n\nGoogle will serve personalized ads when all of the following criteria are met.\nRead\n\n[requirements for personalized ads](//support.google.com/admanager/answer/9805023#consent-policies)\n\nfor more information.\n\n| Purpose | User consent choice |\n|------------|---------------------|\n| Purpose 1 | ✅ |\n| Purpose 2 | ✔ or ✅ |\n| Purpose 3 | ✅ |\n| Purpose 4 | ✅ |\n| Purpose 7 | ✔ or ✅ |\n| Purpose 9 | ✔ or ✅ |\n| Purpose 10 | ✔ or ✅ |\n[Legend: ✅ Consent ✔ Legitimate interest]\n\nNon-personalized ads [Non-personalized ads](//support.google.com/admanager/answer/9005435) are ads that are not based on a user's past behavior. Per the EU User Consent policy, **non-personalized ads still require consent for cookies mobile identifiers** .\n\n\u003cbr /\u003e\n\nGoogle will serve non-personalized ads when all of the following criteria are\nmet. Read\n\n[requirements for non-personalized ads](//support.google.com/admanager/answer/9805023#consent-policies)\n\nfor more information.\n\n| Purpose | User consent choice |\n|------------|---------------------|\n| Purpose 1 | ✅ |\n| Purpose 2 | ✔ or ✅ |\n| Purpose 7 | ✔ or ✅ |\n| Purpose 9 | ✔ or ✅ |\n| Purpose 10 | ✔ or ✅ |\n[Legend: ✅ Consent ✔ Legitimate interest 🚫 No consent]\n\nLimited ads [Limited ads](//support.google.com/admanager/answer/9882911) are ads in the absence of consent for cookies or mobile identifiers. Limited ads don't access cookies, user identifiers, or equivalent local storage on the user's device.\n\n\u003cbr /\u003e\n\nGoogle will serve limited ads when all of the following criteria are met:\n\n| Purpose | User consent choice |\n|------------|---------------------|\n| Purpose 1 | 🚫 |\n| Purpose 2 | ✔ or ✅ |\n| Purpose 7 | ✔ or ✅ |\n| Purpose 9 | ✔ or ✅ |\n| Purpose 10 | ✔ or ✅ |\n[Legend: ✅ Consent ✔ Legitimate interest 🚫 No consent]\n\nTechnical ad delivery [Technical ad delivery](//support.google.com/admanager/answer/12767726) is a solution to help deliver ads [in adherence to GDPR](//support.google.com/admanager/answer/7666366) when consent and legitimate interest for non-special purposes aren't present. Technical ad delivery relies on [IAB TCF v2.0 Special Purpose 2 (SP2)](//iabeurope.eu/iab-europe-transparency-consent-framework-policies/#Special_Purpose_2__Technically_deliver_ads_or_content) and will utilize IP addresses for the technical delivery of ads. If you set up your CMP to call Ad Manager on traffic without legitimate interest or consent, Ad Manager will attempt to serve technical ad delivery-eligible ads.\n\n\u003cbr /\u003e"]]
