Google Unveils Programmatic Bidding Support for Limited Ads in Q1 2024

 

Programmatic Bidding Support for Limited Ads in Q1

In a bid to enhance the efficiency of its advertising ecosystem, Google is set to roll out support for programmatic bidding on inventory eligible for limited ads, a move anticipated to take effect in the first quarter of 2024. This latest development aims to provide publishers with the ability to tap into contextual programmatic demand while serving limited ads, fostering a more dynamic and targeted advertising experience.

The new serving mode, which will be accessible to publishers, opens up opportunities for programmatic demand from various sources, including Google demand, Authorised Buyers, Open Bidders, and SDK Bidding. This marks a significant step forward in allowing publishers to maximize the potential of limited ads through a more automated and contextually relevant approach.

How It Works

Upon opting for this new serving mode, Google will leverage invalid traffic detection-only cookies and local storage, regardless of the user consent signals associated with limited ads requests. This means that programmatic demand will be activated under the following conditions:

1. Certified CMP Absence: When there is no Certified Consent Management Platform (CMP) present.

2. Flag in the Ad Request: When the &LTD=1 flag is included in the ad request.

3. User Consent Declined: If a user has declined consent for Purpose 1 of IAB Europe’s Transparency and Consent Framework (TCF), and signals for all other lawful bases required for limited ads are present in the TC string.

This optional feature is designed with flexibility in mind, acknowledging that publishers bear legal responsibility for the tools they employ and may hold differing views on the necessity of user consent for invalid traffic-only cookies and local storage.

 Publisher Considerations

While the invalid traffic-only cookie is deemed necessary for this inventory due to its role in invalid traffic protection—a prerequisite for programmatic demand—publishers are encouraged to collaborate with their legal teams to navigate the decision-making process. Understanding the implications of using invalid traffic-only cookies and local storage without user consent is crucial, as regulations and applicable regulator guidance may vary.

Google emphasizes that publishers must make an informed decision on whether to adopt this feature, considering legal frameworks and regulations that apply to their specific circumstances. For those who prefer not to utilize invalid traffic-only cookies and local storage without explicit user consent, opting out of this feature is a recommended course of action.

Detailed information on this transformative change and guidance on preparation or opting out can be found in Google’s Help Centre articles, catering to users of Ad Manager, AdMob, and AdSense. As the industry continues to evolve, Google’s introduction of programmatic bidding support for limited ads represents a strategic move to empower publishers and advertisers alike in navigating the ever-changing landscape of digital advertising.

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