User concerns on data tracking and the cost of personalization have always made publishers rethink how ads are served. While Limited Ads helped monetize without hampering user privacy and overcoming the GDPR and CCPA compliances, there was no way to measure ad performance. Before we jump into how Google resolves this with the new update, let’s understand what Limited Ads are.
What Are Limited Ads?
Limited ads are ads that do not depend on personal data. Publishers can show basic privacy friendly ads without collecting, tracking or using any personal information. Basically no personalized targeting while showing ads. But it was less useful for ad campaigns as measuring the performance wasn’t possible.
Google’s New Update – Limited Ads 2.0
With Limited Ads 2.0, Google still prioritizes privacy but has extended support for measuring performance with a few trusted tools. These tools are part of Google’s broader Privacy Sandbox initiative, which includes Protected Audience API, Attribution Reporting, Aggregated Reporting, and more.
With Limited Ads 2.0, publishers can measure performance via clicks and conversions recorded. This will help them get better insights with the performance measuring tools without breaking privacy rules. This opens doors for better monetization opportunities for publishers.
What Doesn’t Change
Publishers can still run direct deals and use waterfall mediation and programmatic ads through Google Demand, Authorized Buyers, Open Bidding, and SDK Bidding.
What Will Not Be Available
- You won’t be able to control how often ads are shown, and you can’t use audience targeting.
- Google will soon replace Limited Ads and Technical Ad Delivery with Limited Ads 2.0.
How Can A Publisher Get Started?
As a publisher, if you’re already using Limited Ads or Technical Ad Delivery, there’s no immediate action required to begin monetizing with Limited Ads 2.0. However, if you do not want to use Limited Ads 2.0, you can turn off Limited Ads programmatic ads using the opt-out switch in your settings. You can also stop sending Google ad requests when you don’t have legal permission to use personalized or non-personalized ads.
