Google AdMob is launching a new feature called Technical ad delivery to assist publishers in ensuring that the displayed advertisements adhere to regulations in the European Economic Area (EEA) and the United Kingdom (UK). This feature is set to be available by the end of March, with an exact date yet to be confirmed.
The introduction of Technical ad delivery is significant for publishers, as non-compliance with EU regulations could lead to their suspension or blocking from the IAB Europe Transparency & Consent Framework (TCF). As a result, they would no longer be able to utilize a Google-certified Consent Management Platform (CMP) for serving ads in the EEA or UK.
This solution is aimed at helping publishers who have adopted the IAB Europe’s Transparency and Consent Framework v2.2 to ensure that ads comply with the European Union’s General Data Protection Regulation (GDPR) in cases where consent and legitimate interest for non-special purposes are not present. Special purposes are defined as the purposes for processing data by participants in the Framework that are outlined in the Policies or Specifications, for which Vendors declare a Legal Basis, and for which users are not given a choice by a CMP.
Technical ad delivery operates by utilizing IP addresses exclusively for the technical delivery of ads without engaging in other personal data processing operations permitted under different TCF purposes.
Importantly, no action is needed at this time as Technical ad delivery does not require any implementation in the AdMob user interface. If a CMP is set up to call AdMob on traffic without legitimate interest or consent, AdMob will attempt to serve technical ad delivery traffic.
In terms of eligibility, only non-Google waterfall mediation demand on AdMob is eligible to serve using Technical ad delivery. Waterfall mediation calls ad sources one-by-one, ordered by the average eCPM defined by the publisher, rather than the amount the ad source is willing to pay.
Lastly, the TCF is a voluntary standard developed by IAB Europe that promotes collaboration between website publishers, app developers, and technology partners. It aims to provide a standardized user experience for privacy choices, allowing users to grant or withhold consent and exercise their “right to object” to data processing based on practical requirements from Data Protection Authorities and legal principles.
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