The Rollout of Programmatic Bidding for Google’s Limited Ads

1 min read

In 2024, Google AdMob will facilitate programmatic bidding for inventory qualified for limited ads.

This novel serving mode caters to contextual programmatic demand for publishers showcasing limited ads, allowing demand from Google Demand, Authorized Buyers, Open Bidders, and SDK Bidding.

Why it matters: This feature potentially presents an opportunity for publishers to bolster revenue through programmatic demand. However, leveraging invalid traffic-only cookies may pose legal implications. Hence, seeking counsel from your legal department before considering its adoption is prudent.


Operational mechanism: By opting for this new serving mode, Google utilizes invalid traffic detection-only cookies and local storage, irrespective of the user’s consent signals in limited ad requests. This setup also activates programmatic demand and uses an invalid traffic-only cookie and local storage.

This inventory mandates using the invalid traffic-only cookie as it is pivotal in shielding against invalid traffic, a prerequisite for enabling programmatic demand.


Understanding programmatic demand: This functionality has the potential to enhance earnings from Google ads within Web Stories and can fill Web Story ad unit line items.


Clarification on invalid traffic: Invalid traffic encompasses non-genuine user-generated traffic lacking authentic interest. This contains accidental clicks from intrusive ad implementations, fraudulent clicking by competing advertisers, advertising botnets, and similar activities.


Optional nature: Google offers programmatic bidding on limited ads as an optional feature, acknowledging publishers’ legal responsibility for the tools they employ. There’s a divergence of opinions regarding the necessity of user consent for invalid traffic-only cookies and local storage.


Legal considerations: Google advises publishers to consult their legal teams concerning regulations and regulatory guidance before utilizing this feature. Publishers must evaluate if incorporating invalid traffic-only cookies and local storage requires user consent on their sites/apps.


Publishers disinclined to utilize invalid traffic-only cookies and local storage without user consent should opt out of this feature.

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Shilpi Mathur
[email protected]