This morning, Google sent an email to publishers using AdSense about new programmatic support next year.
Starting in the first quarter of 2024, Google will launch support for programmatic bidding for inventory eligible for limited ads.
There’s a lot to unpack here, so read on to find out:
What are limited ads What the new programmatic support means What publishers need to know
To understand this feature, we first need to understand what limited ads are.
What are limited ads?
Limited ads basically give publishers the ability to serve ads to consumers in a limited way.
Do this, limited ads opt out of the collection, sharing and use of personal data for ad personalization.
Because limited ads disable all ad personalization that requires a local identifier, certain ad features are not available for limited ads. Some of the main ad features not available include:
Any type of ad personalization Audience targeting Remarketing Interest-based categories Mobile carrier targeting Conversion metrics (and in-app conversion)
The new mode of programmatic publishing
In this new programmatic bidding support, Google will allow contextual programmatic demand when publishers run limited ads.
Demand will come from:
Google Demands that Authorized Buyers open SDK offers from Bidders
For publishers opting for this new programmatic support, Google still has to use invalid traffic cookies for detection and local storage only, for which Google does not require user consent.
Programmatic demand is then enabled by:
When no certified CMP is present When the mark
What editors need to consider
This new Google programmatic feature is optional for publishers, meaning they can turn Ad Manager on or off.
But why is it optional?
Google recognizes that publishers are legally responsible for the specific tools they use and how they manage user consent on their websites.
Meaning: This is not a “one size fits all” solution for all publishers.
Google recommends that publishers work with their own legal teams to determine whether they can and should use the new programmatic feature.
Basically, publishers need to determine their requirements for invalid traffic-only cookies and whether their rules require user consent.
It is also important to note that the new function will enabled by default once available.
Google proactively provides steps to disable this feature (once available in Ad Manager).
Sign in to Ads Manager Navigate to Admin >> Global Settings >> Network Settings Disable the Limited Programmatic Ads feature Scroll to the bottom and click Save.
Finally, it’s important to consider what this means for a user of a publisher’s site if the feature is enabled.
As a user, they will likely be served ads that are considered less relevant to them.
It could influence your perception of your experience on the publisher’s website.
Also, if there isn’t as much engagement with these non-personalized ads, publishers could see less incremental revenue from these limited ads.
Summary
While Google hasn’t given a specific date for this launch, we do know that it will launch sometime in the first quarter of 2024.
Publishers can stay ahead of the game by reviewing their existing rules and regulations regarding requirements for user consent.
If you are eligible, it is up to you to determine whether you want to take advantage of this expanded programmatic ad serving feature.
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