Google’s GDPR consent requirements for publishers and advertisers, May 2018

There was a lot of discussion about the publishers’ reaction to certain requirements they got from Google in relation to the EU’s General Data Protection Regulation.

For reference, here’s the text Google sent on May 5, 2018 (presumably to all Google AdWords and Google AdSense users). got a revamp, too (only in English for now).


Dear Customer,
In August last year, we announced our commitment to comply with Europe’s new General Data Protection Regulation (GDPR). In March, we shared more about our GDPR policy, contract and product changes and today, we are sharing more details about solutions advertisers can use to gather consent, information about new publisher consent tools which may affect where your ads appear, consent approach for non-Google exchanges, as well as other important GDPR related updates that require your attention.
Consent solutions
We have updated with examples of consent language and available third party consent solutions. We have also updated our Help Center to provide more clarity on implementing our updated EU User Consent Policy.
Recommended action: Think through how you will collect consent from users across your sites and apps. You may wish to use your own consent mechanism or one of the solutions listed at
New controls for publishers, and updates to exchange integrations, which may affect where your ads appear if you use third party ad serving and/or tracking:
Ad Technology Provider Controls:
  • We will shortly be launching Ad Technology Provider Controls for publishers using our advertising solutions (DFP/AdX, AdMob, AdSense).
  • Through these controls, publishers can choose the ad technology providers that will be supported to serve and measure ads on their sites and apps for users in the European Economic Area (EEA).
  • All providers listed have shared certain information that is required by the GDPR. You can encourage your provider to do the same (process guide) – this process is open to all ad tech providers.
  • For those publishers who don’t engage with the controls to choose their own list, we will apply a ‘commonly used’ list of Ad Technology Providers.
  • In practice, this means your campaigns will only serve for an ad impression in the EEA where the publisher supports the Ad Technology Providers you use.
Non-Personalized Ads:
  • We will also launch a Non-Personalized Ads solution (DFP/AdX, AdMob, AdSense) to enable publishers to present EEA users with a choice between personalized ads and non-personalized ads (or to choose to serve only non-personalized ads to all users in the EEA). Non-Personalized Ads are described in our Help Center.
Integrations with third party ad exchanges:
Recommended actions: Review your use of third-party ad servers and/or pixels with vendors that are not part of our Ad Technology Provider Controls to avoid downtime in campaign serving, measurement and/or user lists.
Other details that require your attention:
  • If you use Google Analytics 360 or DoubleClick: Please review and/or accept data processing terms available in each account you manage.
  • If you use Google Analytics (Standard or 360): Please review the data retention controls that allow you to manage how long your user and event data is held on our servers. Starting May 25, we will process data deletions based on your settings.
  • If you use third-party ad serving and/or tracking on YouTube: Please review our recent notices with re-trafficking instructions for campaigns impacted by both limiting the number of third party measurement vendors on YouTube globally as well as suspension of support for third party ad serving in the EEA.
  • If you use Data Transfer: Note we will be redacting User and Partner IDs in data transfer files for EEA users from May 25. Your account teams will contact you for alternative solutions.
Find out more
If you have any questions on this update, please reach out to your account teams or contact us via In-Product Help tools.
The Google Team
Google Ireland Ltd, Gordon House, Barrow Street, Dublin 4, Ireland.
You have received this mandatory email service announcement to update you about important changes to your Google product or account.




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