In Q1 2024, Google plans to introduce programmatic support for Limited Ads. The purpose of this new feature is to minimize the use of personal data for ad personalization by giving publishers the ability to serve ads to consumers in a restricted manner. Limited ads prevent personal information from being gathered, shared, and used for personalizing ads. Consequently, some ad features are not available for Limited Ads, including interest-based categories, remarketing, and audience targeting. Publishers who choose to use this new programmatic assistance will be able to profit from the demand for contextual programmatic content coming from
- Google Demand
- Authorized buyers
- Open bidding
- SDK Bidding.
With programmatic demand, this feature gives publishers the opportunity to potentially boost revenue. When choosing whether or not to use invalid traffic-only cookies, it is advisable to consult the legal department for guidance as there may be legal ramifications.
What are limited ads?
In essence, limited ads allow publishers to offer consumers a restricted selection of ad formats. Limited ads accomplish this by disabling the gathering, sharing, and utilization of personal information for ad personalization. Some ad features are not available for limited ads because they disable all personalization of ads that need a local identifier. Among the primary features of the unavailability of ads are:
- Any sort of ad personalization
- Audience targeting
- Interest-based categories
- Mobile carrier targeting
- Conversion (and in-app conversion) metrics.
What is invalid traffic?
Any traffic that is not produced by a real user with a legitimate interest is considered invalid traffic. This can include:
- Accidental clicks caused by intrusive ad implementations
- Fraudulent clicking by competing advertisers.
- Advertising botnets and more.
It’s crucial to remember that Google continues to mandate, without requiring user consent, the use of local storage for programmatic demand and invalid traffic detection-only cookies. Publishers are not required to utilize the new programmatic feature, though. Google recognizes that publishers are subject to different laws and regulations regarding user consent. It is therefore recommended that publishers check with their legal departments to see if this programmatic feature complies with their policies and specifications.
Why do publishers need to consider this?
The new programmatic feature will be enabled by default as soon as it becomes available. Publishers will, however, be able to disable the feature if they so choose. Publishers must consider the possible effects of restricted ad personalization on user experience and revenue generation. Less relevant advertisements may be shown to users, which could affect how they view the publisher’s website. In addition, the lack of personalization could lead to a decline in engagement and a decrease in additional revenue from Limited Ads.
Programmatic bidding on limited ads is now an optional feature on Google since publishers are legally liable for the tools they employ. Moreover, opinions on whether user consent is required for local storage and invalid traffic-only cookies may differ. It implies, in a way, that there isn’t a solution that works for every publisher. Google suggests that in order to decide whether or not to use the new programmatic feature, publishers should consult with their own legal teams.
In summary, publishers should proactively review their current policies and procedures regarding user consent, even though Google has not specified a specific launch date for this feature. If qualified, publishers can decide if using this enhanced programmatic ad-serving feature fits their unique requirements and objectives.
- Netra is a Dual Masters graduate in International Business and Marketing. She is a content-writing enthusiast and a social media addict. In her downtime, you will find her headbanging to Pop songs from around the world. She is also a sports fanatic and especially loves F1, Volleyball, and Cricket. Her hobbies are baking and watching Anime.
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