Updated Google Publisher Policies for AdSense, AdMob and Google Ad Manager

Updated Google Publisher Policies go into effect on February 16, 2025. The updated policy requires publishers to clearly disclose data collection, sharing and usage in connection with the use of "Google services", taking into account current privacy-enhancing technologies and range of devices where ads may display.

If you use AdSense for Content, AdMob or Google Ad Manager, you will have to agree to and abide by the updated terms. You should have received an email from AdSense with the subject line "Update to Google Platforms program policies" with the new policy information.

Google explains:

The changes reflect advances in privacy-enhancing technologies (such as on-device processing, Trusted Execution Environments, and secure multi-party computation) and the broader range of surfaces on which ads are served (such as Connected TVs and gaming consoles). They also maintain the obligation on partners to provide transparency to users.

This comes with changes on how Google tracks users in order to show them relevant ads. Privacy expert Zak Doffman says this looks like a return to using digital fingerprinting to track users on devices like their TVs and gaming consoles, as well as across the web.

As an AdSense Publisher you have no control over how Google tracks the viewers of ads, but you can and should disclose the information provided by Google to users of your website.

This is a good time to review the Publisher Policies and make sure your site's Privacy Policy is up-to-date.

Updated Policy Regarding Identifying Users

Comparing the new policy with the current policy, the main difference is in the section about Identifying Users.

The current policy:

Publishers must:

not use device fingerprints or locally shared objects (e.g., Flash cookies, Browser Helper Objects, HTML5 local storage) other than HTTP cookies, or user-resettable mobile device identifiers designed for use in advertising. This does not limit the use of IP address for the detection of fraud.
not pass any information to Google data that Google could use or recognize as personally identifiable information; or that permanently identifies a particular device (such as a mobile phone's unique device identifier if such an identifier cannot be reset).

The new policy going into effect in February 2025:

This section replaces section above.

Publishers must:

Disclose clearly any data collection, sharing and usage that takes place in connection with your use of Google services, including information about the technologies used, such as your use of cookies, web beacons, IP addresses, or other identifiers. This applies for data collection, sharing and usage on any platform, surface or property (e.g., web, app, Connected TV, gaming console or email publication). To comply with this disclosure obligation with respect to Google's uses of data, you have the option to display a prominent link to How Google uses information from sites or apps that use our services. You must also disclose clearly any other uses of data in connection with your use of Google products.

Both the current and new versions of the policy prohibit using Google's services to identify users

Publishers must:

You must not use our services to identify users or facilitate the merging of personally identifiable information with information previously collected as non-personally identifiable information without robust notice of, and the user's prior affirmative (i.e., opt-in) consent to, that identification or merger. Irrespective of users' consent, you must not attempt to disaggregate data that Google reports in aggregate. For more information, please refer to Guidance for complying with the Identifying Users Policy.
comply with the EU user consent policy.

Privacy Policy

There is no change in the requirement to provide and follow a privacy policy.

Publishers must:

have and abide by a privacy policy that clearly discloses any data collection, sharing and usage that takes place on any site, app, email publication or other property as a consequence of your use of Google products. The privacy policy must disclose to users that third parties may be placing and reading cookies on your users' browsers, or using web beacons to collect information as a result of ad serving on your website.

To comply with this disclosure obligation with respect to Google’s use of data, you have the option to display a prominent link to How Google uses data when you use our partners’ sites or apps