Challenges with Retargeting and Google Ad Exchange Traffic in Europe

[Tulio Duarte]

Hi everyone,

I’d like to share some challenges we’re facing with implementing retargeting in Europe, and I’m hoping to get some guidance or insights from the group.

The Issue

Our cookie sync process works seamlessly outside of the EU, enabling successful retargeting and consistent traffic. However, when we attempt the same process in Europe, the results have been inconsistent, and we're unsure why.

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What We’ve Ensured So Far

1. Necessary parameters are included during the cookie sync process:

   • "process_consent=T"

2. Registered as a TCF (Transparency and Consent Framework) Vendor with the following configuration:

   "gvlSpecificationVersion": 2, {"id":1105, "name":"Blue Media Services LTDA", "purposes":[1,2,3,4,5,6,7,8,9,10], "specialPurposes":[1,2], "features":[2,3], "specialFeatures":[1], "policyUrl":"http://www.bluems.com/privacy/en", "cookieMaxAgeSeconds":2592000, "usesCookies":true, "cookieRefresh":false, "usesNonCookieAccess":false, "deviceStorageDisclosureUrl":"https://getblue.io/iab/"}

3. Our registration is up-to-date with the latest TCF requirements.

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Key Question: The TCF Form

While reviewing Google's documentation, we came across the following form:

• Google Support Documentation
• Form Link

We have submitted this form yesterday.

Could the omission of this form be impacting our ability to receive traffic under the TCF?

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Observations

• We do receive traffic from large publishers such as:

  • mail.co.uk
  • Daily Mail
  • MSN

• However, we’re unable to receive traffic from many other publishers in Europe.

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Questions for the Group

1. What could be influencing this discrepancy in traffic?
2. Are there additional steps or configurations we might have overlooked that could impact our ability to receive traffic under TCF?

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Any insights, experiences, or advice on this issue would be greatly appreciated!

Thank you in advance!

[Authorized Buyers API Forum Advisor]

Hello Tulio,

The first thing that comes to mind is that you might want to discuss your issue with your account manager if you haven't already, since it is rather common for there to be an account configuration issue that explains unexpected cookie matching behavior. They're better-suited to investigating account configuration issues and making adjustments if needed. If you don't happen to have a specific one assigned to your account, you can contact one using this contact form.

Other than that though, the specifics of the TCF workflow are outside of my domain of expertise, so I'll need to consult with the engineering team that manages cookie matching to investigate your issue. Since we'll need to confirm some specifics about your account while investigating this, it would probably be best for your future communications with me to use our private support alias as opposed to this public forum–you can use adxbuyera...@google.com.

In the meantime, the following would be helpful if you could include in your email to the private support alias:

1. Your Authorized Buyers account ID
2. The Network ID you have been sending in match tags / redirects.
3. Describe the % of Cookie Matching requests in Europe that fail versus those that succeed.
4. Describe this "cookie sync process"–for example, which cookie matching flow(s) you are using, and provide an example(s) of what you receive / respond with (e.g. match tag/redirect).
5. If you have Cookie Matching Report URLs enabled, what has been sent there for these match tags / redirects?

This message is in relation to case "ref:!00D1U01174p.!5004Q02vGpNI:ref" (ADR-00279018)

Thanks,
 

Mark Saniscalchi Authorized Buyers API Team

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