In response to GDPR, EU publishers (or any publisher with EU traffic) will be asking for the user’s consent before utilizing their data to personalize their ad experience through ad targeting starting May 25th 2018. For those publishers using Google’s DoubleClick ad server, Google announced some new API’s to pass user’s consent (whether yes or no) to the ad server.
If you want the full details, you can read Google’s detailed documentation on their Publisher help site titled “Ads personalization settings in Google’s publisher ad tags“.
GPT / googletag
If you’re using Google’s GPT tag, passing the user’s consent is set as follows:
To ensure ads aren’t triggered before consent (if that’s your strategy), make sure you’re disabling GPT’s initial load (this may be already set if you run header bidding):
AdSense or Ad Exchange
If you’re using AdSense or Ad Exchange tags, configure the following setting:
To pause ad requests before user’s consent, set the following config:
I believe after May 25th, Google will not trigger ads by default if pauseAdRequests isn’t set to 0, so make sure you set pauseAdRequests=0 if you intend to trigger ads by default for your site to run AdSense or Ad Exchange tags.