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.”
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.”
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.
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.