Google AdSense Non-Personalized Ads Update: Ad Requests to Third-Party Bidders

Google AdSense Non-Personalized Ads Update: Ad Requests to Third-Party Bidders

EU user consent controls and Restricted data processing (CCPA) settings in AdSense provide a variety of options for enabling non-personalized ads and restricted data processing ads configurations.


Beginning on January 20, 2022, Google will start sending bid requests for non-personalized and restricted data processing ad requests to third-party bidders that participate in Google’s unified auction. To preserve user privacy, user identifiers will be dropped from the bid requests.

What does this rollout mean for your ad monetization?

Starting in January, your UI settings relating to CCPA and GDPR will apply to non-personalized and Restricted data processing bid requests to third party bidders. This means that when non-personalized ads or Restricted data processing is selected:

• Bid requests will be sent to third party bidders, including for users in the EEA/UK, Brazil and CA, as determined by any applicable vendor selections in the AdSense account:

○ For CA requests, you can select CCPA eligible bidders in your CCPA settings tab (Privacy & messaging > CCPA > Settings)

○ For EEA and UK requests, you can select ad technology providers in your GDPR tab (Privacy & messaging > GDPR > Settings)

○ For BR requests, bid requests will be sent to eligible LGPD bidders

○ Individual ad requests tagged as RDP or NPA outside of the above regions will be sent to all bidders, subject to other protections.

• Bid requests sent to third party bidders will be labeled with appropriate privacy signals and user identifiers will be removed


Ads personalization settings for pages using GPT and AdSense tags

Requesting ads

By default, ad requests to Google serve personalized ads, with ad selection based on both the content of the web page and the history of the individual user visiting the page. Google also supports serving non-personalized ads.

If you’ve met the requirements of our Consent Policy and you want to serve personalized ads to all users located in the European Economic Area and the UK who visit your site, no changes to your ad tagging are needed. You can enable non-personalized ad serving in the AdSense for content or Google Ad Manager UIs.

If you wish to serve some users personalized ads, and other users non-personalized ads, the GPT and AdSense/Ad Manager asynchronous ad tags offer publishers a way to trigger the serving of non-personalized ads on a per-page basis. This may be useful if you give all or some of your users a choice between personalized and non-personalized ads.

Although these ads don’t use cookies for ad personalization, they do use cookies to allow for frequency capping, aggregated ad reporting, and to combat fraud and abuse. Consent is therefore required to use cookies for those purposes from users in countries to which the ePrivacy Directive’s cookie provisions apply.

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