Serve users with Limited Ads
Stay organized with collections
Save and categorize content based on your preferences.
As of January 14th 2021, the IMA HTML5 SDK
allows limited ads to be served
when the user does not give consent to cookies, the user denies consent to
cookies, or when IMA does not receive a valid TC string in GDPR and ePrivacy
regions following the grace period of IAB TCFv2 integration.
For client-side SDKs you must use the
ltd parameter to
trigger a limited ads request.
Please see this
Limited ads guide for
more information.
Publishers using Google Publisher Tag (GPT) will need to also set
PrivacySettingsConfig.limitedAds
to disable GPT-related cookies. The following code snippet shows how to do this
based on
IMA's companion ads guide:
...
<!-- Register your companion slots -->
<script type='text/javascript'>
googletag.cmd.push(function() {
googletag.pubads().setPrivacySettings({
limitedAds: true,
});
// Supply YOUR_NETWORK and YOUR_UNIT_PATH.
googletag.defineSlot('/YOUR_NETWORK/YOUR_UNIT_PATH', [728, 90], 'companionDiv')
.addService(googletag.companionAds())
.addService(googletag.pubads());
googletag.companionAds().setRefreshUnfilledSlots(true);
googletag.pubads().enableVideoAds();
googletag.enableServices();
});
</script>
...
It is also possible to enable limited ads automatically through integrating with
a Consent Management Platform (CMP). This is supported on
the latest version of the HTML5 SDK as of January 14th 2021.
Except as otherwise noted, the content of this page is licensed under the Creative Commons Attribution 4.0 License, and code samples are licensed under the Apache 2.0 License. For details, see the Google Developers Site Policies. Java is a registered trademark of Oracle and/or its affiliates.
Last updated 2025-08-28 UTC.
[null,null,["Last updated 2025-08-28 UTC."],[[["\u003cp\u003eAs of January 14, 2021, the IMA HTML5 SDK allows limited ads to be served when users do not consent to cookies or a valid TC string is not received in GDPR and ePrivacy regions.\u003c/p\u003e\n"],["\u003cp\u003eClient-side SDK users must utilize the \u003ccode\u003eltd\u003c/code\u003e parameter to initiate a limited ads request.\u003c/p\u003e\n"],["\u003cp\u003eGoogle Publisher Tag (GPT) users need to set \u003ccode\u003ePrivacySettingsConfig.limitedAds\u003c/code\u003e to disable GPT-related cookies when serving limited ads.\u003c/p\u003e\n"],["\u003cp\u003eAutomatic enabling of limited ads is possible via integration with a Consent Management Platform (CMP) on the latest HTML5 SDK version.\u003c/p\u003e\n"]]],[],null,["# Serve users with Limited Ads\n\nAs of January 14th 2021, the IMA HTML5 SDK\nallows [limited ads](//support.google.com/admanager/answer/9882911) to be served\nwhen the user does not give consent to cookies, the user denies consent to\ncookies, or when IMA does not receive a valid TC string in GDPR and ePrivacy\nregions following the grace period of IAB TCFv2 integration.\nFor client-side SDKs you must use the [`ltd`](//support.google.com/admanager/table/9749596#ltd) parameter to trigger a limited ads request. Please see this [Limited ads guide](//support.google.com/admanager/answer/9882911) for more information.\n\n\u003cbr /\u003e\n\nPublishers using Google Publisher Tag (GPT) will need to also set [PrivacySettingsConfig.limitedAds](/publisher-tag/reference#boolean-limitedads) to disable GPT-related cookies. The following code snippet shows how to do this based on [IMA's companion ads guide](/interactive-media-ads/docs/sdks/html5/client-side/companions):\n\n\u003cbr /\u003e\n\n```carbon\n...\n\n\u003c!-- Register your companion slots --\u003e\n\u003cscript type='text/javascript'\u003e\n googletag.cmd.push(function() {\n googletag.pubads().setPrivacySettings({\n limitedAds: true,\n });\n // Supply YOUR_NETWORK and YOUR_UNIT_PATH.\n googletag.defineSlot('/YOUR_NETWORK/YOUR_UNIT_PATH', [728, 90], 'companionDiv')\n .addService(googletag.companionAds())\n .addService(googletag.pubads());\n googletag.companionAds().setRefreshUnfilledSlots(true);\n googletag.pubads().enableVideoAds();\n googletag.enableServices();\n });\n\u003c/script\u003e\n\n...\n```\n\nIt is also possible to enable limited ads automatically through integrating with\na Consent Management Platform (CMP). This is supported on\n\nthe latest version of the HTML5 SDK as of January 14th 2021."]]