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GDPR: Google introduces controls for publishers on DFP, Admob and Adsense

Data

GDPR: Google introduces controls for publishers on DFP, Admob and Adsense

On May 7, Google launched a new tab in DFP called EU user consent. Under the new tab there are ad technology provider controls. The controls that publishers select will take effect on 25 May. Google says that shortly AdSense and AdMob will also have controls. On DFP, Google has 201 vendors by default of a total list of 594 ad tech vendors that publishers can select.

The Ad Technology Provider Controls will have impact on Google Display Network (GDN) and DoubleClick Bid Manager (DBM), where Google will restrict creatives from serving based on pixels from non-consented entities. On Real-time bidding (RTB) Ad Exchange buyers and Exchange/Network Bidding partners Google says “it’s the responsibility of the third party demand source to only include pixels from consented entities in its creatives. Google will send bidders a list of the consented entities in the RTB callout.”

What publishers can choose in compliance with GDPR?

On DFP, the flow for publishers is: Publishers can choose if they want to select Personalised or Non-personalised ads.

To the publishers selecting Personalised ads, there are two options: default vendors or personalised vendors. The default vendors are around 200 and the total vendors are around 600. Google does not have an option to select all. After 594 clicks we were able to select all.

On Non-personalized ads, “Google won’t serve ads with audience targeting for users in the EEA. Additionally, Google will show only non-personalised ads and not carry out audience targeting for Open Auctions, First Look, Private auctions, Preferred deals, and Programmatic guaranteed deals for users in the EEA.”

Google’s Consent Management Platform (CMP)

Ad Technology Provider Controls is independent of the Consent Management Platform where publishers need to ask consent and keep records of that consent. The CMP of Google will be Funding Choices. According to AdExchanger, Funding Choices is limiting publishers to 12 vendors.

Google default ad tech vendors on data controls

  • Google
  • Aarki
  • Adacado
  • Adara Media
  • AdClear
  • ADEX
  • Adform
  • Adikteev
  • AdLedge
  • Adloox
  • Adludio
  • AdMaxim
  • Admedo
  • Admetrics
  • Adobe Advertising Cloud
  • AdRoll, Inc.
  • AdTriba
  • advanced STORE GmbH
  • Adventori
  • advolution.control
  • affilinet
  • Akamai
  • Amazon
  • Amobee
  • Analights
  • AppLovin Corp.
  • AppNexus
  • Arrivalist
  • AudienceProject
  • Aunica
  • Avocet
  • Batch Media
  • BDSK Handels GmbH & Co. KG
  • Beeswax
  • Betgenius
  • Bidswitch
  • Blismedia
  • Bombora
  • Booking.com
  • C3 Metrics
  • Cablato
  • Celtra
  • Centro
  • Cint
  • Clinch
  • Cloud Technologies
  • Cloudflare
  • Commanders Act
  • comScore
  • Conversant/CJ Affiliate
  • Crimtan
  • Criteo
  • CUBED
  • DataXu
  • Delta Projects
  • Demandbase
  • DENTSU
  • Dentsu Aegis Network
  • Digiseg
  • DMA Institute
  • DoubleVerify
  • Dstillery
  • DTS
  • EASYmedia
  • eBay
  • ebuilders
  • Effinity
  • emetriq
  • Ensighten
  • Essens
  • ESV
  • Evidon
  • Exactag
  • Exponential
  • Facebook
  • Flashtalking
  • Fractional Media
  • FUSIO BY S4M
  • Gemius
  • GfK
  • GP One
  • gskinner
  • Haensel AMS
  • Havas Media France – DBi
  • hurra.com
  • IBM
  • Ignition One
  • Impact
  • Index Exchange
  • Infectious Media
  • Innovid
  • Integral Ad Science
  • intelliAd
  • Interpublic Group
  • Jivox
  • Kantar
  • Kochava
  • LifeStreet
  • Liftoff
  • LiveRamp
  • Localsensor
  • LoopMe
  • Lotame
  • Macromill group
  • MainADV
  • Manage.com
  • Marketing Science Consulting Group, Inc.
  • MBR Targeting Gmbh
  • MediaMath
  • Meetrics
  • MindTake Research
  • Mobitrans
  • Mobpro
  • Moloco Ads
  • MSI-ACI
  • Nano Interactive
  • Navegg
  • Neodata Group
  • NEORY GmbH
  • Netflix
  • Netquest
  • Neuralone
  • Neustar
  • Nielsen
  • Nordic Factory Solutions AB
  • numberly
  • Oath
  • Objective Partners
  • Omnicom Media Group
  • On Device Research
  • OneTag
  • OpenX Technologies
  • Optomaton
  • Oracle Data Cloud
  • OTTO
  • PERMODO
  • Pixalate
  • Platform161
  • PMG
  • Protected Media
  • Publicis Groupe
  • PubMatic
  • PulsePoint
  • Quantcast
  • Rackspace
  • Rakuten Marketing
  • Refined Labs
  • Relay42
  • Remerge
  • Resonate
  • RevJet
  • RhythmOne LLC
  • RN SSI Group
  • Roq.ad
  • RTB House
  • Rubicon Project
  • Salesforce DMP
  • Scenestealer
  • Scoota
  • Seenthis
  • Semasio GmbH
  • SFR
  • Sift Media
  • Simpli.fi
  • Sizmek
  • Smaato
  • Smadex
  • Smart
  • Smartology
  • Sociomantic
  • Sojern
  • Sovrn
  • Spotad
  • SpotX
  • TabMo
  • Taboola
  • TACTIC™ Real-Time Marketing
  • Teads.TV
  • TEEMO
  • The Trade Desk
  • Tradedoubler
  • travel audience – An Amadeus Company
  • TreSensa
  • TripleLift
  • True Ultimate Standards Everywhere Inc.
  • TruEffect
  • Turbobytes
  • UDG
  • usemax (Emego GmbH)
  • Videology
  • Vimeo
  • Virtual Minds
  • Vodafone GmbH
  • Waystack
  • Weborama
  • White Ops
  • View privacy policy
  • Widespace
  • WPP
  • Yieldr
  • ZMS

Note: Article corrected at 21h05 (Frankfurt time). On non-personalised ads “Google won’t serve ads with audience targeting for users in the EEA.” Before was on personalised ads.

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