Google AdMob is introducing technical ad serving to help publishers ensure that ads shown comply with European Economic Area (EEA) and United Kingdom (UK) regulations.
Delivery of technical announcements will be available at the end of March (exact date not confirmed).
Why we care Publishers that do not fully comply with EU regulations could be blocked or suspended from IAB Europe’s Transparency and Consent Framework (TCF). As a result, they would lose the ability to use a Google-certified Consent Management Platform (CMP) to serve ads in the EEA or the UK.
What is technical ad delivery? Technical Ad Delivery is a solution designed to help publishers, who have adopted the IAB Europe Consent and Transparency Framework v2.2, ensure that ads comply with the new General Data Protection Regulation (GDPR ) of the European Union when there is consent and legitimate interest for non-special purposes. are not present
What is a special purpose? This term refers to one of the defined purposes for the processing of data, including users’ personal data, by participants in the Framework that are defined in the Policies or Specifications for which the vendors declare a legal basis in the global list of suppliers and for which the User has no option for a CMP.
How posting technical ads works. Technical ad delivery uses IP addresses exclusively for technical ad delivery and does not perform other permitted personal data processing operations for different TCF purposes.
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No action required. No action is required now, as technical ad serving requires no implementation in the AdMob UI. If you configure your CMP to call AdMob traffic without legitimate interest or consent, AdMob will attempt to serve technical ad serving traffic.
Eligibility On AdMob, only non-Google cascading demand is eligible to serve using technical ad serving. (Cascade mediation calls ad sources one at a time, sorted by the average eCPM you set, rather than the amount the ad source is willing to pay.)
What is TCF? TCF is a voluntary standard developed by IAB Europe that encourages collaboration between website publishers, application developers and technology partners. Ensures a standardized user experience for privacy options, allowing users to grant or deny consent and exercise their ‘right to object’ to data processing, based on the practical requirements of data protection authorities and legal principles.
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