Non-personalized ads are ads that are not based on a user’s past behavior. They are targeted using contextual information, including coarse geo-targeting based on current location and content of the current site or app. Bidders should not personalize ads served on NPA requests.
Publishers can use different controls for non-personalized ads depending on the region:
- EEA, the UK, and Switzerland: Publishers can select ad partners (ad technology providers) to receive personalized and non-personalized bid requests.
- Regulated US states: Publishers can select from a set of ad partners to receive personalized and non-personalized bid requests.
- Brazil: Bid requests will be sent to all bidders that are part of the Ad Technology Providers for the LGPD list.
- Other regions: Non-personalized ad requests outside of the previously noted regions will be sent to all bidders, subject to other protections.
Signals in bid requests
Bid requests for non-personalized ads will be labeled with privacy signals depending on the reason for serving non-personalized ads. Bidders will only receive requests with the following signals when a publisher has indicated they should receive using their publisher UI controls.
When request is... | The bid request will indicate privacy treatment by including... |
---|---|
TCFv2 basic ads | regs.gdpr=1
|
|
regs.gdpr=1
|
EEA/Switzerland/UK requests where publisher has set account-level NPA |
regs.gdpr=1
|
|
regs.lgpd=1
|
|
NonPersonalizedAdsReason.Publisher_Declared_NPA=1 |
|
NonPersonalizedAdsReason.Restrict_Data_Processing=1 |
Requests where publisher has set account-level RDP |
|
Pub sends |
|
You can find these fields in the OpenRTB and Authorized Buyer RTB protocols.
User identifiers (such as google_user_id
, hosted_match_data
, any device advertising IDs, and session_id
) will be removed from bid requests for non-personalized ads. User-Agent information will be generalized in bid requests for non-personalized ads. Learn more When the User-Agent information is generalized, privacy_treatments.user_agent_data
will be set to USER_AGENT_DATA_COARSENED,
and privacy_treatments.user_agent
will be set to USER_AGENT_COARSENED.
Truncated IP address will be removed from bid requests for non-personalized ads. When IP address is redacted, privacy_treatments.ip
will be set to IP_REDACTED
Authorized Buyer RTB Fields | OpenRTB Fields | Applied action |
---|---|---|
google_user_id |
user.id |
redacted |
Device advertising ID (IDFA , UDID ) |
device.ifa |
redacted |
hosted_match_data |
user.buyeruid |
redacted |
session_id |
device.ext.session_id |
redacted |
ip |
device.ip, device.ipv6 |
redacted |
user_agent |
device.ua |
generalized |
user_agent_data |
device.ext.user_agent_data |
generalized |
publisher_first_party_id * |
user.eids ** |
redacted |
publisher_provided_id |
user.eids ** |
redacted |
* Across web and app requests, irrespective of the type of the first-party ID.
** See PPID and first-party IDs OpenRTB representationfor more details.
Note: If Authorized Buyers do not intend to bid on non-personalized ad requests, they can filter bid requests without user identifiers in pretargeting.
Exceptions
- Ads for which child-directed treatment applies are not eligible to be sent to third-party RTB bidders. Example: Ad requests configured with
childDirectedTreatment
orunderAgeOfConsent