consent mode for advertising purposes и Special feature 2
Game Games
Here are my questions:
1) Is it mandatory to enable consent mode for advertising purposes?
1.1) If I don't enable "Enable consent mode for advertising purposes" (File 1), then as it says here ("Enable consent mode allowing other Google products you deploy on your sites and apps (such as Google Ads and Google Analytics) to interpret your existing EEA, UK, and Swiss user consent signals for advertising purposes, including for ad storage, ad personalization, and ad user data consent signals.") it won't work and the data won't be used?
2) Is it mandatory to enable "Enable consent mode for analytics purposes"?
2.1) It says here "When enabled, you are choosing to interpret the TCF Purpose 1 signal as the consent signal for analytics storage." (File 2). If I don't enable "Enable consent mode for analytics purposes," then analytics storage won't work?
3) Is "Special feature 2" mandatory to enable?
3.1) It says here (file 3) that Special Feature 2 enables vendors to actively scan user device characteristics for identification. If I don't enable Special Feature 2, then ad providers won't be able to scan user device characteristics for identification, correct?
Mobile Ads SDK Forum Advisor
Hi,
Thank you for contacting the Mobile Ads SDK Support Team.
1) Is it mandatory to enable consent mode for advertising purposes?
If you have traffic from the EEA, UK, or Switzerland and want to continue using Google's advertising features (like personalization, remarketing, and accurate measurement), then yes, it is effectively mandatory to implement Consent Mode and send the required signals.
1.1) What if I don't enable "Enable consent mode for advertising purposes"?
- You will lose access to personalization and accurate measurement for EEA/UK/Swiss users.
- Google requires the ad_storage, ad_user_data, and ad_personalization consent signals for advertising purposes (especially for personalized ads, remarketing, and using user data in Google Ads).
2) Is it mandatory to enable "Enable consent mode for analytics purposes"?
If you want to use Google Analytics 4 (GA4) data with other Google services (especially advertising products like Google Ads) and/or use behavioral modeling, then yes, it is necessary to implement Consent Mode for analytics.
2.1) What if I don't enable "Enable consent mode for analytics purposes"?
- If you don't enable it, the analytics storage signal (analytics_storage) won't be collected or respected by Google tags, meaning standard, cookie-based analytics for non-consenting users will not work.
- The cited statement about TCF Purpose 1 refers to how a Consent Management Platform (CMP) that supports the IAB TCF framework maps user consent: TCF Purpose ("Store and/or access information on a device") is the standard signal used to determine consent for storing cookies/identifiers, which includes those used for analytics storage.
3) Is "Special feature 2" mandatory to enable?
No, it is not mandatory for a publisher to enable Special Feature 2. It is an option within the IAB TCF framework that determines what type of data vendors can use for identification.
3.1) What if I don't enable Special Feature 2?
- Your interpretation is correct. Special Feature 2 in the IAB TCF is defined as: "Actively scan device characteristics for identification."
I hope this information helps. If you have further questions or need assistance, please feel free to reach out.
Thanks,
 |
Mobile Ads SDK Team |
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[2025-11-10 14:24:46Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01vT47L:ref" (ADR-00338865)
Game Games
Here are my questions:
You wrote this:
(
Is it mandatory to enable consent mode for advertising purposes?
If you have traffic from the EEA, UK, or Switzerland and want to continue using Google's advertising features (like personalization, remarketing, and accurate measurement), then yes, it is effectively mandatory to implement Consent Mode and send the required signals.
You will lose access to personalization and accurate measurement for EEA/UK/Swiss users.
Google requires the ad_storage, ad_user_data, and ad_personalization consent signals for advertising purposes (especially for personalized ads, remarketing, and using user data in Google Ads).
- 1) If I use the Admob SDK and Admob ump SDK in my Android app and display a consent window for European users at app launch, where they can choose whether to accept or reject personalized advertising and data collection, then if I don't If I enable (consent mode for advertising purposes), will my app not show personalized ads?
2) I use the Admob SDK and Admob ump SDK in my Android app and display a consent window for European users at app launch, where they can choose to allow their data to be collected and personalized ads to be shown. If I advertise this app in Google Ads and don't enable (consent mode for advertising purposes), this means I won't have access to Google Ads analytics, as you wrote: "You will lose access to personalization and accurate measurement for EEA/UK/Swiss users." Did I understand you correctly?
Mobile Ads SDK Forum Advisor
Hi,
Thanks to getting back to us
1) If I use the Admob SDK and Admob ump SDK in my Android app and display a consent window for European users at app launch, where they can choose whether to accept or reject personalized advertising and data collection, then if I don't If I enable (consent mode for advertising purposes), will my app not show personalized ads?
Answer: No. If a user rejects personalized advertising via the UMP consent form, AdMob will respect that choice and will not show personalized ads to that user. The "Consent Mode for advertising purposes" is primarily needed when a user grants consent to ensure the signals are sent for measurement and optimization (see Q2).
2) I use the Admob SDK and Admob ump SDK in my Android app and display a consent window for European users at app launch, where they can choose to allow their data to be collected and personalized ads to be shown. If I advertise this app in Google Ads and don't enable (consent mode for advertising purposes), this means I won't have access to Google Ads analytics, as you wrote: "You will lose access to personalization and accurate measurement for EEA/UK/Swiss users." Did I understand you correctly?
Answer: Yes, you understood correctly. If Consent Mode is not correctly implemented via the UMP SDK, you will lose access to accurate measurement and personalization in Google Ads for your EEA/UK/Swiss users, even those who granted consent. Consent Mode is the mechanism required to send Google the necessary signals (ad_storage, ad_personalization, etc.) to allow data usage for measurement and optimization.
Please refer official guide for the correct implementation steps.
Thanks,
|
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[2025-11-11 15:58:25Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01vT47L:ref" (ADR-00338865)
Game Games
Thank you for your answers, please answer my additional questions.
Here are my questions.
You wrote: "No. If a user rejects personalized advertising via the UMP consent form, AdMob will respect that choice and will not show personalized ads to that user. The "Consent Mode for advertising purposes" is primarily needed when a user grants consent to ensure the signals are sent for measurement and optimization (see Q2)."
-1) What I meant is that if I don't enable "consent mode for advertising purposes" in my AdMob account, then if a user opens my app and clicks the consent button in the GDPR window from the AdMob UMP SDK, they still won't see personalized ads because I didn't enable "consent mode for advertising purposes"?
You wrote: "Yes, you understood correctly. If Consent Mode is not correctly implemented via the UMP SDK, you will lose access to accurate measurement and personalization in Google Ads for your EEA/UK/Swiss users, even those who have granted consent. Consent Mode is the mechanism required to send Google the necessary signals (ad_storage, ad_personalization, etc.) to allow data usage for measurement and optimization.")
-2) You wrote that I will lose access to personalization. Does this mean that my app will not display personalized ads even if the user agrees to personalized ads in the GDPR consent window from the Admob UMP SDK?
-2.1) If I advertise my app in Google Ads and don't need analytics data, can I not enable "consent mode for advertising purposes" in my Admob account?
Mobile Ads SDK Forum Advisor
Hi,
Thank you for getting back to us.
1) What I meant is that if I don't enable "consent mode for advertising purposes" in my AdMob account, then if a user opens my app and clicks the consent button in the GDPR window from the AdMob UMP SDK, they still won't see personalized ads because I didn't enable "consent mode for advertising purposes"?
Answer: Yes, they will likely still not see personalized ads, and their traffic risks being dropped entirely for EEA/UK/Swiss users. Without it, traffic from the EEA/UK/Swiss risks being restricted to Limited Ads or No Ads.
2) You wrote that I will lose access to personalization. Does this mean that my app will not display personalized ads even if the user agrees to personalized ads in the GDPR consent window from the Admob UMP SDK?
Answer: Yes, correctly understood. The inability to process the granular consent signals means AdMob cannot legally serve personalized ads, even when the user has granted consent.
2.1) If I advertise my app in Google Ads and don't need analytics data, can I not enable "consent mode for advertising purposes" in my Admob account?
Answer: No, you still must enable "consent mode for advertising purposes" if you want to use personalized ads and accurate measurement (like conversion tracking) in Google Ads.
I hope this helps! Kindly get back to us, if you have any queries related to Mobile Ads SDK.
Thanks,
|
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[2025-11-12 16:40:18Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01vT47L:ref" (ADR-00338865)
Game Games
You wrote: "Yes, they will likely still not see personalized ads, and their traffic risks will be dropped entirely for EEA/UK/Swiss users. Without it, traffic from the EEA/UK/Swiss risks being restricted to Limited Ads or No Ads.")
1) I currently don't have "consent mode for advertising purposes" enabled, and as I see it, if I give consent in the GDPR consent window from the AdMob ump SDK, personalized ads are loaded and displayed in my app. How is this possible if you say otherwise?
2) As I understand it, I see personalized ads even without "consent mode for advertising purposes" enabled. If I enable "consent mode for advertising purposes," will additional personal data be collected from users that wasn't collected when personalized ads were shown without "consent mode for advertising purposes" enabled?
Mobile Ads SDK Forum Advisor
Thank you for getting back to us.
1) I currently don't have "consent mode for advertising purposes" enabled, and as I see it, if I give consent in the GDPR consent window from the AdMob ump SDK, personalized ads are loaded and displayed in my app. How is this possible if you say otherwise?
The behavior you described seeing personalized ads after a user grants consent via the AdMob UMP SDK, even when "consent mode for advertising purposes" is not explicitly enabled is expected.
The UMP SDK effectively communicates the user's choice to the ad SDK:
- When a user consents: Personalized ads are served.
- When a user declines: Limited Ads are served.
Limited ads restrict the collection, sharing, and use of personal data for ad personalization. However, basic ad-serving functions still occur. This includes:
- Ad-serving technologies (our SDK code) being cached or installed by the mobile operating system.
- Ad creatives being sent to and, in some cases, cached on devices.
- Data like IP addresses being used for basic ad serving.
For Limited Ads, only when Programmatic limited ads are turned on, will invalid traffic detection-only cookies and local storage be used to prevent fraud and abuse. Google does not require separate consent for these limited data uses.
2) As I understand it, I see personalized ads even without "consent mode for advertising purposes" enabled. If I enable "consent mode for advertising purposes," will additional personal data be collected from users that wasn't collected when personalized ads were shown without "consent mode for advertising purposes" enabled?
No, enabling Consent Mode for advertising purposes does not result in the collection of additional personal data from users who have already consented to personalized ads.
The same types of data are processed regardless of whether Consent Mode is on or off. What changes is how the User Messaging Platform (UMP) SDK and the Ad SDK manage and transmit the user's specific consent signals to reflect their choice accurately.
For a detailed understanding of how consent values are interpreted, we recommend consulting the official documentation: Interpret consent mode values.
Thanks,
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[2025-11-13 15:05:18Z GMT] This message is in relation to case "ref:!00D1U01174p.!500Ht01vT47L:ref" (ADR-00338865)
