Send non-personalized ad requests to third-party RTB buyers

Non-personalized ads are ads that are not based on a user’s past behavior. They are targeted using contextual information, including coarse geo-targeting based on current location and content on the current site or app. Google disallows all interest-based audience targeting, including demographic targeting.

Google Ad Manager provides tools to help you respect user preferences and assist you with your compliance with local regulation:

• IAB TCF v2.2: The TC string contains information about the ad partners to which a user has granted consent. Learn more about TCF v2.2 and non-personalized ads
• European regulations: You can select non-personalized ads on the ad requests originating in the EEA, the UK, and Switzerland by tagging the ad request as non-personalized. When a valid TC string is detected, Google will handle the ad request as described in the Publisher integration with the IAB TCF v2.2.
• US state regulations: You can restrict data processing on the ad request by tagging the ad request as restricted data processing.

When a valid TC string isn’t detected, non-personalized ad requests originating from different regions may be treated differently:

• EEA, the UK, Switzerland, and applicable US states: You can use the European regulations settings and US state regulations settings in Privacy & messaging to select the partners that will receive these non-personalized and restricted data processing ad requests in these regions. These settings will apply for both non-personalized and personalized ad requests, if you have allowed personalized ads.
• Brazil: For ad requests originating from Brazil, all bid requests will be sent to bidders that are part of the Ad Technology Providers for the LGPD list.
• Other regions: Non-personalized ad requests outside of the previously noted regions will be sent to all bidders, subject to other protections.

Non-personalized bid requests sent to third-party RTB bidders will be labeled with appropriate privacy signals, and user identifiers (such as google_user_id, hosted_match_data, any device advertising IDs, and session_id) will be removed from bid requests for non-personalized ads. User-Agent information will be generalized and truncated IP address will be removed in bid requests for non-personalized ads. Learn more about non-personalized bid requests

Exceptions

• Ads for which child-directed treatment applies are not eligible to be sent to third-party RTB bidders. Example: Ad requests tagged with childDirectedTreatment or underAgeOfConsent