Opting out
Console receives information about whether a user has indicated he or she does not want to be tracked in each of the bid requests, (a “bid request” represents an opportunity to serve an ad). We can receive information about users' consent via the “Do not track flag” or the Regs and User Objects specifically created in the OpenRTB protocol for GDPR, CCPA, and COPPA. The actual mechanism depends on the version of Open RTB used with each of our supply partners and what each supply partner supports although we often internally refer to the “lack of consent” as a bid request with a DNT flag.
When there is no consent, we will not create audiences or process the user's personal information. The presence or lack of consent is passed to our partners either via the %dnt% macro or via the %consent% macro for them to respect our users' privacy.
For more information on how the platform processes user consent after GDPR, please refer to this article and for CCPA refer to this other article.
The platform recognizes the presence of the COPPA regulations flag. When found it will behave as if DNT is set, and in addition to this, perform the optional recommendations indicated in the OpenRTB spec:
Remove device.did fields
Truncate the IP address to its first three bytes
Drop latitude, longitude, metro, city, and zipcode information
Also, in iOS 10 and higher, users who opt out of interest-based advertising on their phone will always show in bid requests with IDFA=0. We will work with this type of inventory as if the IDFA was not present in the bid request.