Serve users with Limited Ads

  • As of January 14, 2021, the IMA HTML5 SDK allows limited ads to be served when users do not consent to cookies or a valid TC string is not received in GDPR and ePrivacy regions.

  • Client-side SDK users must utilize the ltd parameter to initiate a limited ads request.

  • Google Publisher Tag (GPT) users need to set PrivacySettingsConfig.limitedAds to disable GPT-related cookies when serving limited ads.

  • Automatic enabling of limited ads is possible via integration with a Consent Management Platform (CMP) on the latest HTML5 SDK version.
Select platform: HTML5 Android iOS

As of January 14th 2021, the IMA HTML5 SDK allows limited ads to be served when the user does not give consent to cookies, the user denies consent to cookies, or when IMA does not receive a valid TC string in GDPR and ePrivacy regions following the grace period of IAB TCFv2 integration.

For client-side SDKs you must use the ltd parameter to trigger a limited ads request. Please see this Limited ads guide for more information.

Publishers using Google Publisher Tag (GPT) will need to also set PrivacySettingsConfig.limitedAds to disable GPT-related cookies. The following code snippet shows how to do this based on IMA's companion ads guide:

...

<!-- Register your companion slots -->
<script type='text/javascript'>
  googletag.cmd.push(function() {
    googletag.pubads().setPrivacySettings({
      limitedAds: true,
    });
    // Supply YOUR_NETWORK and YOUR_UNIT_PATH.
    googletag.defineSlot('/YOUR_NETWORK/YOUR_UNIT_PATH', [728, 90], 'companionDiv')
      .addService(googletag.companionAds())
      .addService(googletag.pubads());
    googletag.companionAds().setRefreshUnfilledSlots(true);
    googletag.pubads().enableVideoAds();
    googletag.enableServices();
  });
</script>

...

It is also possible to enable limited ads automatically through integrating with a Consent Management Platform (CMP). This is supported on the latest version of the HTML5 SDK as of January 14th 2021.