Before you begin
This article helps publishers to set up and manage their ad technology partner lists. For other visitors looking for more information about European regulations and privacy, go to our About European regulations messages page.
Ad technology partners (ATPs)
Google provides publishers with controls to select which ad technology partners (ATPs) are allowed to serve and measure ads in the European Economic Area (EEA), the UK, and Switzerland, to support ad delivery, ad measurement, and other functions. All partners listed have shared certain information that is required by European regulations policy, a link explaining their data usage that you can share with your users as part of your consent flow, and they have agreed to comply with our data usage policy.
We built controls for you to choose the ad tech partners you work with so you can manage the activity on your site. If you don’t engage with the controls, the commonly used set of ad technology partners indicated will serve. The commonly used set comprises the ad technology partners representing the most revenue to publishers from all programmatic demand sources.
Our EU User Consent Policy requires that you clearly identify each party with whom data will be shared. So whether you use a custom set of ad technology partners or use the commonly used set, you will need to list these partners for your users.
You can view these controls and the list of ad technology partners in your Ad Manager, AdSense, or AdMob account.
Jump to
- How ad partners works and the impact of selections
- Quick start: select your ad partners
- Ad partners list
How ad partners works and the impact of selections
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Google's programmatic channels, including Programmatic Guaranteed, primarily feed into two areas: 1. Google demand (Google Ads, DV360) 2. Other buyers (Authorized Buyers, Open Bidding partners, SDK bidders) Both provide automatic scanning of bidders based on TC/AC strings. With "Other buyers," there's an opt-in option that includes the scanning and filtering of creative level ATPs. 3. All reservation creatives (direct reservations, indirect non-guaranteed, house) can also optionally be scanned for consent. |
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Quick start: select your ad partners
You will need to include ad partners (previously ad technology providers) that receive your users' personal data. Ad partners include Google, ad sources, and vendors, and use data about your users to show personalized ads or non-personalized ads, or to report on conversions.
Step 1: Go to Settings
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on European regulations message card.
Step 2: Choose your ad partners
It is your responsibility to build a vendor list that meets IAB TCF and GDPR transparency requirements. |
Ad partners list
There are several groups of ad partners, varying in how they function and work with consent management platforms.
Google ATP vendors
See below for the list of commonly used ad partners, the full list of eligible ad partners, and see which partners require consent via the Additional Consent specification.
Commonly used list of ad partners
See below the list of other ad partners. In Privacy & messaging (see step 1, above), you can choose to include these ad partners.
Commonly used ad partners list JSON file
Google maintains a downloadable JSON file containing the list of commonly used ad partners and their IDs. Google updates this file whenever the commonly used list of ad partners is updated. This JSON file can be used by certified CMPs to help inform ad vendor selections for publishers who are using their consent management solutions.
To download the commonly used ad partners list JSON file, click or navigate to the following URL: https://storage.googleapis.com/tcfac/commonly-used-providers.json.