Saturday, March 25, 2023

March 2020 - Authorized Buyers Help [gg-authorizedbuyers-en]

March 2020


Bid Translation Service will not be supported soon

If you still rely on the Bid Translation Service to bid in the First Price auction, we strongly encourage you to start developing the capability to bid in the First Price auction yourself since we will be deprecating the Bid Translation Service in May 2020.

Update to IPv6

Starting May 2020, all bidders will receive IPv6 addresses if available, without the option for Google to modify them to IPv4. If the bid request has an IPv4 address, we will continue to send IPv4 addresses as we do today and nothing will change. At this time, we will no longer be accepting any new opt-outs to receive IPv6 formatted addresses. Learn more

Authorized Buyers changes to Cooking Matching

Starting June 1st, 2020 as part of our ongoing commitment to protect user data we will only be supporting a Google-hosted cookie match table beginning in the US. This means we will no longer be supporting partner hosted cookie match tables in the US. Any Authorized Buyer or Open Bidder who isn't using a Google-hosted cookie match table will see heavy interruptions to their match rates and should take immediate action to migrate. An MSA will be sent to all Authorized Buyers to inform them of these changes accordingly. Learn more

Removal of a subset of targeting verticals

Privacy and transparency are at the core of everything we do, and we are always looking for ways to better support a privacy-focused ecosystem that works for users, advertisers and publishers. In line with that focus, starting April 28, 2020 we are removing the ability to target 63 Verticals from our Pretargeting UI and Auction Packages, eliminating the risk that bad actors may use the categories to attempt to target based on sensitive data or infer sensitive data. This change follows, and is related to, the steps we announced in November to safeguard user privacy.

Please note that while we're removing the ability to target these categories, no changes will be happening to the Sensitive Categories section of pretargeting, which only allows exclusions, at this time.

Real-time bidding updates

Child level pretargeting will not be supported soon

At the end of June 2020, we will be deprecating the Child level pretargeting UI and API and encourage you to migrate to Bidder-level pretargeting. You can learn more about the benefits of Bidder-level pretargeting as well as how to set it up in the documentation linked here.

Policy updates


In June 2018, the California (CA) legislature passed a bill that created the California Consumer Privacy Act (CCPA). CCPA is a new data privacy law that applies to certain businesses that collect the personal information of CA residents. CCPA went into effect on January 1, 2020. It is expected to become enforceable on July 1, 2020, or six months after the Attorney General of California publishes implementing regulations, whichever comes first. The Authorized Buyers and Open Bidding services will operate as Service Providers by default for queries originating from users in California. Buyers/bidders do not need to make any changes for this behavior to be applied. Learn more

Speculative and experimental medical treatment

The policy will proactively prohibit the promotion of speculative and/or experimental medical treatments. This includes but is not limited to offerings for stem cell therapy, cellular (non-stem) therapy and gene therapy. Examples of products and services that will be prohibited (non-exhaustive) include Stem cell therapy, cellular (non-stem) therapy, gene therapy, and similar forms of regenerative medicine, platelet rich plasma,  biohacking, do-it-yourself (DIY) genetic engineering products, and gene therapy kits. Learn more

Training updates

Authorized Buyers 101

Grow your know-how with Skillshop, an interactive training website that's designed to quickly get you up to speed. Learn more

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