Last June, Google told publishers that it would no longer monetize users that reject the consent to store and access information on a device. As a result, Google promised the imminent arrival of Limited Ads which allows publishers to monetize users without the need for consent. At last, Limited Ads have been launched following its integration with the updated version IAB Europe’s Transparency and Consent Framework 2.0.
What is Google’s Limited Ads solution?
The tool will allow publishers to serve their reservation and mediation demand to users who have specifically opted out of sharing their data. Programmatic demand is not eligible for limited ads including the following:
- Open Auction for Google demand and third-party demand
- Private Auction
- Programmatic Guaranteed
- Preferred Deals
Though limited ads do not rely on cookies or mobile identifiers, they do use data like IP addresses in order to serve the ads.
How do Limited Ads differ from non-personalised ads?