Complete Guide About Limited Ads 2.0

Limited Ads 2.0 Details and Solution for App Developers

Limited Ads 2.0 is Google’s updated ad serving mode that launched in H1 2025. Limited Ads 2.0 designed to help app developers monetize traffic to comply with the new privacy policy regulation, including GDPR (General Data Protection Regulation). Limited Ads 2.0 replaces the old Limited Ads and some technical Ad Delivery options. By implementing the Limited Ads 2.0, app publishers can monetize their full traffic when users have not provided full consent for personalized advertising, to make sure the revenue stream can work normally without impacting privacy regulations.

Highlight of Limited Ads 2.0 you need to know

• Purpose: To allow app publishers to serve ads and generate revenue even when users haven’t consented to personalized ads, respecting user privacy choices and evolving regulations like GDPR.
• Availability: It will be available for reservations and waterfall mediation, as well as programmatic demand including Google demand, Authorized Buyers, Open Bidding, and SDK Bidding.
• Unavailable Features: Frequency capping and audience targeting will not be available under Limited Ads 2.0.
  TCF Purposes Required: Special Purposes 1 (Store and/or access information on a device) and 2 (Select basic ads) are required. Legitimate Interest for Purpose 7 (Measure ad performance) is optional.
• Automatic Triggering: For app publishers using the IAB TCF v2.2 framework, Limited Ads 2.0 will automatically be triggered when there is no consent for Purpose 1, but legitimate interest or consent exists for Purposes 2, 7, 9 (Apply market research to generate audience insights), and 10 (Develop and improve products).
• Revenue Recovery: Limited Ads 2.0 aims to provide a significant revenue recovery for traffic that would otherwise be unmonetizable due to lack of consent. Estimates suggest a potential recovery of 60-75% compared to a scenario with no limited ads solution.
• No Action Required (Initially): If you are already using Limited Ads or Technical Ad Delivery from the previous version, no immediate action will be required to begin monetizing with Limited Ads 2.0.
• Opt-Out Option: If you don’t prefer implementing app monetization with Limited Ads 2.0, you can stop sending Google ad requests when the necessary legal bases for personalized or non-personalized ads are absent.

Key Features of Limited Ads 2.0 (Available & Unavailable)

Available Features of Limited Ads 2.0

• Reservation : Standard Direct-sold campaigns work
• Waterfall Mediation: available for App publisher
• Programmatic Bidding: If the Programmatic Limited Ad are enabled
• Google Demand: Full access
• Authorized Buyers: Including Open Bidding Partners
• SDK Bidding: In-App inventory only

Unavailable Features of Limited Ads 2.0

• Frequency Capping: Ad Frequency per user unavailable
• Audience Targeting: Demography or interest targeting unavailable
• Conversion Tracking: tracking unavailable
• Remarketing: Retarget based on previous site visit unavailable
• Cookie Reach Reporting: metrics unavailable
• In-App Conversion Reporting: tracking unavailable

Consent Requirement

Limited Ads 2.0 requirements work under the IAB TCF v2.2 framework. Other IAB TCF v2.2 certified consent management platforms (CMPs) shouldn’t need to take any action to support limited ads.

When Programmatic Limited Ads activated, Google will enable a fraud prevention system to maintain and protect the ad inventory quality with and without full user consent for cookies.

How to Set Up Limited Ads 2.0

By default, Limited Ads 2.0 will be activated in Google Ad Manager. Below the way to check and how to enable Limited Ads 2.0

• Sign in to Google Ad Manager
• Go to Admin > Global Settings > Network Settings
• Make sure the Programmatic Limited Ads is active / turned on
• Scroll down to find the Save button, and Click Save.

Implement Limited Ads 2.0 for Web Publisher (GPT)

Add the following parameter to the ad tag:

googletag.pubads().setPrivacySettings({
limitedAds: true
});

Implement Limited Ads 2.0 for Video Publisher (IMA SDK)

Add ltd=1 to the ad tag URL:

<https://pubads.g.doubleclick.net/gampad/ads?…&ltd=1&>…

Implement Limited Ads 2.0 for App Publisher (GMA SDK)

Use the gad_has_consent_for_cookies key in the platform shared-storage:

// Android example
SharedPreferences sharedPref = getPreferences(Context.MODE_PRIVATE);
SharedPreferences.Editor editor = sharedPref.edit();
editor.putBoolean(“gad_has_consent_for_cookies”, false);
editor.apply();

Benefits of Limited Ads 2.0 for App Publishers

By enabling the Limited Ads, below are several benefits for publishers:

1. Improve the Fill Rates: Advertisers will feel secure and protected to bid in the safe inventory.
2. Decrease Risk: Lower the potential policy violations from invalid activity or traffic.
3. Improved Security: Increase the protection from fraud click and invalid traffic.
4. No Additional Consent: No need to modify the consent flow.

Increase the Ad Quality

For the publisher who enabled the Programmatic Limited Ads will experience some significant impact to their Ad Quality and Ad Revenue. 15-25% reduction in invalid click detection due to the better security provided by Limited Ads. Viewability score will be improved up to 20% and Advertisers will be more confident to do bidding to the ad inventory with the Limited Ads. Programmatic Limited Ads will be the solution, even to increase the quality of the inventory.

FAQs of Limited Ads 2.0

Q: When will Limited Ads 2.0 be launched?
A: Limited Ads 2.0 set to be launched in the H1 2025.

Q: What happens to the previous Limited Ads and Technical Ad Delivery?
A: Limited Ads 2.0 replaces the previous Limited Ads and Technical Ad Delivery offerings, aiming to provide a more unified and robust solution.

Q: Who is Limited Ads 2.0 for?
A: Limited Ads 2.0 is primarily for app developers who monetize their apps with Google AdMob or Google Ad Manager and need a solution for users who haven’t consented to personalized advertising.

Q: Do I need to do anything to start using Limited Ads 2.0?
A: If you are already using Limited Ads or Technical Ad Delivery, no immediate action is required to begin monetizing with Limited Ads 2.0. However, it’s good practice to review the new features and ensure your consent management setup aligns with the requirements.

Q: Any chance for Limited Ads 2.0 to run for CTV inventory?
A: Yes, the initial plan to require certified CMPs for CTV inventory by July 2024, but currently extended to the new deadline in July 2025 due to some challenges of implementing TCF in the CTV inventory.

Q: What kind of ads will be shown under Limited Ads 2.0?
A: Under Limited Ads 2.0, users will see basic, contextual ads that are not based on their past behavior or interests.

Q: Can I still use mediation and bidding with Limited Ads 2.0?
A: Yes, Limited Ads 2.0 will be available for reservations and waterfall mediation, as well as programmatic demand including Google demand, Authorized Buyers, Open Bidding, and SDK Bidding.

Q: How much revenue can I expect to recover with Limited Ads 2.0?
A: Google estimates a potential revenue recovery of 60-75% compared to a scenario with no limited ads solution for non-consenting users. However, actual results may vary.

Q: How to enable or disable Programmatic Limited Ads?
A: You can manage the Programmatic Limited Ads setting in your Google Ad Manager account under Admin > Global settings > Network settings.

Q: How can I check if Limited Ads 2.0 is working correctly in my app?
A: Monitor your ad requests and revenue reports in AdMob or Ad Manager. Look for impressions and earnings attributed to limited ads traffic. Google might also provide specific reporting metrics for Limited Ads 2.0.

Q: What are some best practices for using Limited Ads 2.0?
A: Ensure your consent management solution is properly implemented, understand the consent requirements for Limited Ads 2.0, and monitor the performance to optimize your app monetization strategy. Stay updated with any further guidelines from Google.