Monetize non-consent traffic (Ad serving for users without consent)

Last edited: 2024/11/15

When a user does not accept any of the purposes 2, 7, 9, and 10 from the CMP (consent management platform) from the TCF framework, Google Ad Manager does not serve ads at all despite the fact that various bidders would bid.

With Prebid Stack it is possible to serve ads to those users. In such a situation, Prebid Stack will organize the auction for bidders which are willing to receive ad requests without consent, and serve directly the winning bid, without calling GAM.

How does it work?

When a user arrives on a page, Prebid Stack will check the TCF status and segment users into two categories:

• Users who did not agree on legitimate interest on purposes 2, 7, 9, and 10 (non-compliant users).

  For non-compliant users, Prebid Stack sends ad requests only to designated Bidders and renders ad impressions directly (bypassing GAM).

• Users who did agree to that (compliant users).

  For compliant users, Prebid Stack functions normally, running the auction and passing bids to GAM.

Setting up Monetize non-consent traffic

Old Platform:

1. Enabling Non-consent traffic monetization on your inventory: In Prebid Stack > Inventory > Domain, enable the toggle Ad serving for users without consent.

2. Setting up Bidders for working on non-consent traffic

   In Setup > Bidders for Own bidders > Edit, set <Consent mode> to "All" or "No consent" for each Bidder alias you want to include in such ad requests.

   <aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" />

   For Yieldbird Bidder accounts, selection is automatic based on each Bidder's willingness to bid for non-consenting users. Review their status in Setup > Bidders > Yieldbird bidders.

   Only Yieldbird Bidders who agree to bid for non-consenting users will receive bid requests; others will not.

   </aside>

In the New Platform:

1. Setting default Non-consent traffic monetization behavior
   1. Go to Global Setup > Prebid > Defaults: Consent Management.
   2. Toggle Monetize non-consent traffic <on> to enable the feature.
   3. Click Save.
2. Setting Non-consent traffic monetization for a specific Domain
   1. Go to Inventory > Domains > Edit > Prebid Stack: Consent Management
   2. Toggle Customize Non-consent traffic monetization on this Domain <on>.
   3. Configure how you want to use this feature for the selected Domain.
   4. Click Save.
3. Setting up Bidders for working on non-consent traffic

   1. Go to Global Setup > Prebid > Bidders

   2. For each Bidder that you want to use for Monetize non-consent traffic set Consent mode either to All or No consent

      <aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" />

      For Yieldbird Bidder accounts, selection is automatic based on each Bidder's willingness to bid for non-consenting users. Review their status in Setup > Bidders > Yieldbird bidders.

      Only Yieldbird Bidders who agree to bid for non-consenting users will receive bid requests; others will not.

      </aside>

What are the benefits?

Since Google Ad Manager does not serve ads to users who do not accept legitimate interest for purposes 2, 7, 9, and 10, you may be missing out on a valuable user segment. With this feature, you can easily monetize these users and boost revenue. Additionally, it strengthens your relationship with bidders by ensuring ad requests are only sent to those who have opted in for this type of traffic.

<aside> <img src="/icons/info-alternate_blue.svg" alt="/icons/info-alternate_blue.svg" width="40px" /> Note that this feature works with TCF framework, meaning the European consent requirements. It might not yield positive results for other geos.

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