A user profile is a mapping of a user identifier, such as the Google User ID included in `BidRequest.user.id`, to information about the user that you can use for bidding with interest-based ads or remarketing with user lists. You may use data from bid requests to build user profiles only when all of the following apply: - The bid request [allows personalized ads](https://developers.google.com/authorized-buyers/rtb/build-profiles-with-bid-requests#PersonalizedAdsAllowed). In certain regions, you must also confirm that the user has consented to data from the bid request being used to build user profiles. - The [publisher has granted you permission](https://developers.google.com/authorized-buyers/rtb/build-profiles-with-bid-requests#CheckPublisherPermission) to use bid request data for user profiling. - [Additional conditions](https://developers.google.com/authorized-buyers/rtb/build-profiles-with-bid-requests#RegionConditionCompliance) based on the geographic region the user's device is located have been met. This guide describes how you can determine if a bid request is eligible for use in building a user profile based on publisher permissions and the auction outcome. > [!IMPORTANT] > **Important:** To learn more about restrictions on using data from Authorized Buyers, see **Data Restrictions** in the [Authorized Buyers Program > Guidelines](https://www.google.com/doubleclick/adxbuyer/guidelines/). ## Determine if personalized ads are allowed ### Check the `non_personalized_ads_reason` field Non-personalized bid requests aren't eligible for user profiling. Use the `BidRequest.ext.privacy_treatments.non_personalized_ads_reason` field to confirm whether personalized ads are allowed. If `non_personalized_ads_reason` is populated, personalized ads aren't allowed. ### Use the TC string to check consent for IAB vendors In regions where GDPR applies, [IAB's Transparency and Consent Framework](https://iabeurope.eu/transparency-consent-framework/) (TCF) is used to communicate which data processing activities are permitted. You can use the Transparency and Consent (TC) string found in the `BidRequest.user.consent` field to determine which vendor IDs received consent from the user to build user profiles. To learn more about the TC string used in the IAB TCF v2.0 specification, see [Transparency and Consent String with Global Vendor \& CMP List Formats](https://github.com/InteractiveAdvertisingBureau/GDPR-Transparency-and-Consent-Framework/blob/master/TCFv2/IAB%20Tech%20Lab%20-%20Consent%20string%20and%20vendor%20list%20formats%20v2.md). Additionally, see [Buyer integration with the IAB Europe TCF](https://support.google.com/authorizedbuyers/answer/9789378) to learn more about how to integrate with the TCF v2.0 spec in the context of Authorized Buyers. You must confirm that the user has granted consent for TCF Purpose 3 to relevant vendors in order to build a user profile with data from the bid request. To learn more about TCF Purposes, see IAB's reference for [Purposes](https://iabeurope.eu/iab-europe-transparency-consent-framework-policies/#headline-24-18959). ## Determine if the publisher granted permission You must be granted permission by the publisher to use data from a bid request to build user profiles. You can only build user profiles using bid request data if the publisher allows user data collection, and there are no [publisher restrictions](https://github.com/InteractiveAdvertisingBureau/GDPR-Transparency-and-Consent-Framework/blob/master/TCFv2/IAB%20Tech%20Lab%20-%20Consent%20string%20and%20vendor%20list%20formats%20v2.md#what-are-publisher-restrictions) applying to the required vendor IDs for purpose 3. ### Check if the publisher allows user data collection You can check whether a publisher allows user data collection using the `BidRequest.ext.privacy_treatments.allow_user_data_collection` field. You may only use data from the bid request for user profiling when the `allow_user_data_collection` field is set to `true`. > [!NOTE] > **Note:** To learn more about how publishers grant permission, see [Set the data collection control for Authorized Buyers](https://support.google.com/admanager/answer/11956152). ### Check for publisher restrictions using the TC string You can check whether any publisher restrictions apply to the required vendor IDs by parsing the TC string found in `BidRequest.user.consent`. View the TC string's Publisher Restrictions Section to determine whether the publisher restricts purpose 3 for the required vendor IDs. To learn more about publisher restrictions and other data contained in the TC string, see [What information is stored in a TC string?](https://github.com/InteractiveAdvertisingBureau/GDPR-Transparency-and-Consent-Framework/blob/master/TCFv2/IAB%20Tech%20Lab%20-%20Consent%20string%20and%20vendor%20list%20formats%20v2.md#what-information-is-stored-in-a-tc-string) ## Comply with additional conditions for the region Additional conditions are dependent on auction outcomes, and are required in a given region for data from the corresponding bid request to be eligible for use in building user profiles. You can find the user's device location using the `BidRequest.device.geo` field. To learn more about how you can use the `BidRequest.device.geo` field to determine the user's device location, see the [Geographical Targeting](https://developers.google.com/authorized-buyers/rtb/geotargeting) guide. ### Understand additional conditions for EEA, UK, and Switzerland Data from bid requests for impressions serving to user devices in the European Economic Area (EEA), the United Kingdom, and Switzerland can only be used to build user profiles if your corresponding bid entered the auction and won. ### Understand additional conditions for Non-EEA, UK, or Switzerland regions Data from bid requests for impressions serving to user devices outside the European Economic Area (EEA), the United Kingdom, and Switzerland can only be used to build user profiles if your corresponding bid meets one of the following conditions: - Your bid entered the auction and won. - Your bid entered the auction and was outbid. - Your bid entered the auction and was filtered because the bid was below the publisher's minimum CPM threshold, or bid floor. The bid floor is not always included in bid requests. > [!IMPORTANT] > **Important:** Data from a bid request associated with a bid that is filtered before it reaches the auction is ineligible to be used to build user profiles. For examples of filtering that cause your bid requests to be ineligible, see the **Google-filtered** and **Publisher-filtered** sections of the [Bid Filtering](https://developers.google.com/authorized-buyers/rtb/response-guide/bid-filtering) guide. ### Use real-time feedback to determine auction outcome You can use [real-time feedback](https://developers.google.com/authorized-buyers/rtb/get-started/request-guide#real-time-feedback) to learn about the auction outcome of previously placed bids from incoming bid requests. The following describes relevant fields in the `BidFeedback` message from the `openrtb-adx.proto` file: | Field | Description | |---|---| | `request_id` | A unique request ID used to identify the corresponding bid request. This field is set to the same value as the corresponding bid request's `BidRequest.id`field. | | `creative_status_code` | A status code used to describe the auction outcome. You can find the possible status codes and their meanings in [creative-status-codes.txt](https://storage.googleapis.com/adx-rtb-dictionaries/creative-status-codes.txt) | > [!NOTE] > **Note:** Real-time feedback must be manually enabled. Contact your account manager to enable this feature for your account. ### Use win and loss notifications to determine auction outcome You can use [win and loss notifications](https://developers.google.com/authorized-buyers/rtb/response-guide/win-and-loss-notifications) to learn about the auction outcome of previously placed bids when your win or loss notification URLs are pinged. You can set a win notification URL using the `BidResponse.seatbid.bid.nurl` field, and a loss notification URL using the `BidResponse.seatbid.bid.lurl` field. You can specify [macros](https://developers.google.com/authorized-buyers/rtb/response-guide/win-and-loss-notifications#supported-macros) as the value for query string parameters set for either notification URL for additional information about the auction outcome. These will be replaced with a corresponding value when the specified endpoint is pinged. The following describes relevant macros: | Macro | Description | |---|---| | `${AUCTION_ID}` | A unique request ID used to identify the corresponding bid request. This field is set to the same value as the corresponding bid request's `BidRequest.id` field. | | `${CREATIVE_STATUS_CODE}` | A status code used to describe the auction outcome. You can find the possible status codes and their meanings in [creative-status-codes.txt](https://storage.googleapis.com/adx-rtb-dictionaries/creative-status-codes.txt) | > [!NOTE] > **Note:** Win and loss notifications are a beta feature. Contact your account manager if you are interested in testing win and loss notifications. ### Use the creative status code to comply with additional conditions Relevant creative status code values for complying with additional conditions include the following: | Creative status code | Description | Compliance details | |---|---|---| | 1 | Your bid won the auction. | Conditions are met for all regions. | | 79 | You were outbid. | Conditions are met for non-EEA, UK or CH regions. | | 80 | Your bid was below the bidfloor. | Conditions are met for non-EEA, UK, or CH regions. | You can build user profiles with bid request data only when the corresponding bid response has met the additional conditions for the region that the user's device is located. ## Review examples The following examples step through a sequence of events showing how you can determine whether a bid request is eligible for use in building a user profile. For brevity, the JSON bid request and bid response objects included in these examples only include the fields necessary for determining eligibility. ### Find bid request ineligible due to publisher blocking data collection - Your bidding endpoint receives a bid request: { "id": "D3x8RPLO96R6T137tQ6168", "device": { "geo": { "country": "GBR" } }, "user": { "id": "D17oNZQUJqB4Rt4n4Ec61AC9tee" } } - **Conclusion** : The bid request doesn't populate `BidRequest.ext.privacy_treatments.allow_user_data_collection` because it is false. Based on this, we can determine that this bid request is ineligible for use in building a user profile because the publisher permission requirement hasn't been met. ### Find bid request from the UK eligible The following example uses a win notification to determine that data from a bid request originating from a device in the UK is eligible to use in user profiling for vendor ID `755` and ATP ID `99999`: - Your bidding endpoint receives a bid request: { "id": "D3x8RPLO96R6T137tQ6168", "imp": [ { "bidfloor": 140.414643547123, "bidfloorcur": "JPY" } ], "device": { "geo": { "country": "GBR" } }, "user": { "consent": "CQhuOAQQhuOAQB7ACBENCOEIALAAAELAAAwIF5gAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAgXmAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAACAAA.gF5gAAAAAAAAAAAAAAABAAAAAAAAAAAAAAAAEAAAAAAAAAAAAAAAAQAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAg", "id": "D17oNZQUJqB4Rt4n4Ec61AC9tee", "ext": { "consented_providers_settings": { "consented_providers": [99999] } } }, "regs": { "ext": { "gdpr": 1 } }, "ext": { "privacy_treatments": { "allow_user_data_collection": 1 } } } - You place a bid: { "seatbid": [ { "bid": [ { "price": 149.83914184570312, "lurl": "http://example.com/loss?bid_request_id=${AUCTION_ID}&creative_status_code=${CREATIVE_STATUS_CODE}", "nurl": "http://example.com/win?bid_request_id=${AUCTION_ID}" } ] } ], "cur": "JPY" } - Your bid wins in the auction, causing your win notification URL to be pinged with the expanded value for `${AUCTION_ID}`: `http://example.com/win?bid_request_id=D3x8RPLO96R6T137tQ6168` - **Conclusion** : You now know that vendor ID `755` and ATP ID `99999` are eligible to use the bid request with ID "`D3x8RPLO96R6T137tQ6168`" to build a user profile for Google User ID "`D17oNZQUJqB4Rt4n4Ec61AC9tee`" in the UK because: - The bid request indicates the following: - The user device is located in a region where IAB TCF is enforced. - The TC string indicates: - Vendor ID `755` is permitted to build user profiles by the user because the user has consented to purpose 3 for vendor ID `755`. - There are no publisher restrictions. - ATP ID `99999` is also permitted to build user profiles by the user because the ATP ID is included in the `consented_providers` field. - The publisher allows user data collection. - The bid request ID is "`D3x8RPLO96R6T137tQ6168`". - The Google User ID is "`D17oNZQUJqB4Rt4n4Ec61AC9tee`". - The user device is located in "`GBR`". - Your win notification endpoint is pinged with a query string parameter indicating that the bid request with ID "`D3x8RPLO96R6T137tQ6168`" has won the auction. - The user consent, publisher permission, and additional condition requirements for the UK have been met. ### Find bid request from the UK ineligible due to auction loss The following example determines that vendor ID 755 is ineligible to use the bid request for user profiling because the publisher has restricted purpose 3 for vendor ID 755. - Your bidding endpoint receives a bid request: { "id": "D3x8RPLO96R6T137tQ6168", "imp": [ { "bidfloor": 140.414643547123, "bidfloorcur": "JPY" } ], "device": { "geo": { "country": "GBR" } }, "user": { "consent": "CQhuOAQQhuOAQB7ACBENCOEIALAAAELAAAwIF5gAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAgXmAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAACAAA.gF5gAAAAAAAAAAAAAAABAAAAAAAAAAAAAAAAEAAAAAAAAAAAAAAAAQAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAg", "id": "D17oNZQUJqB4Rt4n4Ec61AC9tee" }, "regs": { "ext": { "gdpr": 1 } }, "ext": { "privacy_treatments": { "allow_user_data_collection": 1 } } } - You place a bid: { "seatbid": [ { "bid": [ { "price": 149.83914184570312, "lurl": "http://example.com/loss?bid_request_id=${AUCTION_ID}&creative_status_code=${CREATIVE_STATUS_CODE}", "nurl": "http://example.com/win?bid_request_id=${AUCTION_ID}" } ] } ], "cur": "JPY" } - Your bid loses in the auction, causing your loss notification URL to be pinged with the expanded values for `${AUCTION_ID}` and `${CREATIVE_STATUS_CODE}`: `http://example.com/loss?bid_request_id=D3x8RPLO96R6T137tQ6168&creative_status_code=79` - **Conclusion** : You now know that the bid request with ID "`D3x8RPLO96R6T137tQ6168`" is ineligible for building a user profile for Google User ID "`D17oNZQUJqB4Rt4n4Ec61AC9tee`" in the UK because: - The bid request indicates the following: - The user device is located in a region where IAB TCF is enforced. - The TC string indicates: - Vendor ID `755` is permitted to build user profiles by the user because the user has consented to purpose 3 for vendor ID `755`. - There are no publisher restrictions. - The publisher allows user data collection. - The bid request ID is "`D3x8RPLO96R6T137tQ6168`". - The Google User ID is "`D17oNZQUJqB4Rt4n4Ec61AC9tee`". - The user device is located in "`GBR`". - Your loss notification endpoint is pinged with query string parameters indicating that the bid request with ID "`D3x8RPLO96R6T137tQ6168`" has lost the auction due to being outbid. - The additional condition requirements for the UK haven't been met. ### Find bid request from the UK ineligible due to publisher restriction The following example determines that vendor ID 755 is ineligible to use the bid request for user profiling because the publisher has restricted purpose 3 for vendor ID 755. - Your bidding endpoint receives a bid request: { "id": "D3x8RPLO96R6T137tQ6168", "imp": [ { "bidfloor": 140.414643547123, "bidfloorcur": "JPY" } ], "device": { "geo": { "country": "GBR" } }, "user": { "consent": "CQhuhyAQhuhyAB7ACBENCOEIALAAAELAAAwIF5gAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAgXmAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAACAGCAAgLzDAAQF5iAAIC8w.gF5gAAAAAAAAAAAAAAABAAAAAAAAAAAAAAAAEAAAAAAAAAAAAAAAAQAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAg" }, "regs": { "ext": { "gdpr": 1 } }, "ext": { "privacy_treatments": { "allow_user_data_collection": 1 } } } - You place a bid: { "seatbid": [ { "bid": [ { "price": 149.83914184570312, "lurl": "http://example.com/loss?bid_request_id=${AUCTION_ID}&creative_status_code=${CREATIVE_STATUS_CODE}", "nurl": "http://example.com/win?bid_request_id=${AUCTION_ID}" } ] } ], "cur": "JPY" } - **Conclusion** : You now know that vendor ID `755` is ineligible to use the bid request with ID "`D3x8RPLO96R6T137tQ6168`" to build user profiles because: - The bid request indicates the following: - The user device is located in a region where IAB TCF is enforced. - The TC string indicates: - Vendor ID `755` is permitted to build user profiles by the user because the user has consented to purpose 3 for vendor ID `755`. - There are publisher restrictions for purpose 3 targeting vendor ID `755`. - The publisher allows user data collection. - The bid request ID is "`D3x8RPLO96R6T137tQ6168`". - The Google User ID is "`D17oNZQUJqB4Rt4n4Ec61AC9tee`". - The user device is located in "`GBR`". - The publisher permission requirement hasn't been met. ### Find non-EEA bid request eligible The following example uses real-time feedback to determine that a bid request from a non-EEA region is eligible despite being filtered because the bid entered the auction. - Your bidding endpoint receives a bid request: { "id": "D3x8RPLO96R6T137tQ6168", "imp": [ { "bidfloor": 140.414643547123, "bidfloorcur": "JPY" } ], "device": { "geo": { "country": "JPN" } }, "user": { "id": "D17oNZQUJqB4Rt4n4Ec61AC9tee" }, "ext": { "privacy_treatments": { "allow_user_data_collection": 1 } } } - You place a bid: { "seatbid": [ { "bid": [ { "price": 120.846348234842 } ] } ], "cur": "JPY" } - Your bid loses in the auction. In a future bid request, your bidding endpoint receives a bid request containing real-time feedback: { "id": "9B5K1zj5T61jRM80t25s13", "ext": { "bid_feedback": [ { "request_id": "3265hT3M9Uq7370Ou263Zp", "creative_status_code": 1 }, { "request_id": "D3x8RPLO96R6T137tQ6168", "creative_status_code": 80 } ] } } - **Conclusion** : You now know that the bid request with ID "`D3x8RPLO96R6T137tQ6168`" is eligible for building a user profile for Google User ID "`D17oNZQUJqB4Rt4n4Ec61AC9tee`" in Japan because: - The bid request indicates the following: - The user device is located in a region where IAB TCF isn't enforced. - The publisher allows user data collection. - The bid request ID is "`D3x8RPLO96R6T137tQ6168`". - The Google User ID is "`D17oNZQUJqB4Rt4n4Ec61AC9tee`". - The user device is located in "`JPN`". - You received bid request feedback indicating that the bid request with ID "`D3x8RPLO96R6T137tQ6168`" lost the auction due to your bid being below the bid floor. For non-EEA countries such as Japan, entering the auction and being filtered for this reason meets the additional conditions. - The publisher permission and additional condition requirements for Japan have been met. ### Find non-EEA bid request ineligible The following example uses real-time feedback to determine that a bid request from a non-EEA region is ineligible because it was filtered before the auction. - Your bidding endpoint receives a bid request: { "id": "D3x8RPLO96R6T137tQ6168", "imp": [ { "bidfloor": 140.414643547123, "bidfloorcur": "JPY" } ], "device": { "geo": { "country": "JPN" } }, "user": { "id": "D17oNZQUJqB4Rt4n4Ec61AC9tee" }, "ext": { "privacy_treatments": { "allow_user_data_collection": 1 } } } - You place a bid: { "seatbid": [ { "bid": [ { "price": 149.83914184570312 } ] } ], "cur": "JPY" } - Your bid loses in the auction. In a future bid request, your bidding endpoint receives a bid request containing real-time feedback: { "id": "9B5K1zj5T61jRM80t25s13", "ext": { "bid_feedback": [ { "request_id": "3265hT3M9Uq7370Ou263Zp", "creative_status_code": 1 }, { "request_id": "D3x8RPLO96R6T137tQ6168", "creative_status_code": 10 } ] } } - **Conclusion** : You now know that the bid request with ID "`D3x8RPLO96R6T137tQ6168`" is ineligible for building a user profile for Google User ID "`D17oNZQUJqB4Rt4n4Ec61AC9tee`" in Japan because: - The bid request indicates the following: - The user device is located in a region where IAB TCF isn't enforced. - The publisher allows user data collection. - The bid request ID is "`D3x8RPLO96R6T137tQ6168`". - The Google User ID is "`D17oNZQUJqB4Rt4n4Ec61AC9tee`". - The user device is located in "`JPN`". - You received bid request feedback indicating that the bid request with ID "`D3x8RPLO96R6T137tQ6168`" didn't enter the auction due to your bid using a disapproved creative. - The additional condition requirements for non-EEA countries such as Japan haven't been met. ## Next steps - [RTB API UserLists resource reference](https://developers.google.com/authorized-buyers/apis/realtimebidding/reference/rest/v1/buyers.userLists): Reference for the Real-time Bidding API's userLists resource, which is used to create and modify user lists used for remarketing. - [Cookie Matching](https://developers.google.com/authorized-buyers/rtb/cookie-guide): Reference for the Cookie Matching Service, and other related services, used for remarketing. - [Upload ad IDs to user lists](https://developers.google.com/authorized-buyers/rtb/bulk-uploader): Reference for the Bulk Uploader API that is used to upload identifiers to user lists.