With the new Unified Messaging Platform, Google is working as a Consent Managing Platform. These CMP’s use a TCF string to store the user consent preferences. Google checks this TCF string to see which ads can be shown;
As per the Google documentation:
Google will serve personalized ads when all of the following criteria are met:
- The end user grants Google consent to Store and/or access
information on a device - Create a personalized ads profile
- Select personalized ads
And legitimate interest (or consent, where a publisher configures their CMP to request it) is established for Google to:
- Select basic ads
- Measure ad performance
- Apply market research to generate audience insights
- Develop and improve products
If the consent requirements for personalized ads are not met, Google will serve non-personalized ads when all of the following criteria are met:
- Store and/or access information on a device
Legitimate interest (or consent, where a publisher configures their CMP to request it) is established for Google to:
- Select basic ads
Measure ad performanceApply market research to generate audience insightsDevelop and improve products- Enable Google in the vendor list.
Update 20 October:
Apparently 3,4,5 are not needed anymore to show non-personal ads SO @Georg for providing this information.
If none of the conditions above are met Google won’t be showing ads..
I hope this answers your question but if you need more information please let me know!