AdWords Help

• Cookies and targeting: You may use cookies for reporting purposes and creative selection, provided that the data you use was collected in accordance with industry standards:
  • NAI Self-Regulatory Code of Conduct for Online Behavioral Advertising (www.networkadvertising.org)
  • IAB UK Good Practice Principles for Online Behavioral Advertising (www.youronlinechoices.co.uk/wp-content/uploads/2009/10/IAB-UK-Good-Practice-Principles-for-Online-Behavioural-Advertising.pdf)

  Where there is a conflict between the NAI and IAB UK policies, the more stringent policy applies. Google determines at its own discretion whether or not you are compliant with these standards.

  In particular, the certification process requires you to have the following:

  • A descriptive privacy policy on your site
  • A prominent link to opt-out from the privacy policy
  • No PII used in the creation of segments
  • No sensitive segments or segments targeted at children under 13 years of age
  • No packet sniffing in the collection of behavioral data


• Fourth-party calls: All ads may only include tracking elements from certified third-party servers or research vendors already approved by Google. No fourth-party calls are permitted, except tracking elements associated with certified third-party servers or research vendors expressly authorized by Google. All tags may only be associated with a single advertiser. Multiple advertisers cannot be represented through a single tag.


• Creative approval: All creatives and tags that call the third-party server or research vendor must be fully tested and pre-approved by Google Ad Operations at least 72 hours prior to the campaign start date.


• Creative modifications: Creative substitution or modification via the third-party vendor without prior approval isn't allowed. All creatives must be pre-approved by Google Ad Operations.


• Delays due to revisions: Any ad element not meeting the specifications in this policy will be returned for revision, which may cause a campaign delay.


• Tag performance: Tags must display consistently. If a tag doesn't conform to our performance or reliability standards, we reserve the right to pause or stop the campaign.


• Sending tags: All tags must be sent in an email text attachment, not in the body of an email.


• Reporting: Traffic or impression reports provided by Google will be the reports of record between Google and the advertising partner. Any reports delivered to the advertising partner by the third party will not affect the rights or obligations of Google and the advertising partner.


• Data collection: You may use a cookie, web beacon, or other tracking mechanism to collect anonymous traffic data for purposes of aggregated reach, frequency and/or conversion reporting, provided you use a certified third party vendor for this purpose. Collecting impression-level data via cookies or other mechanisms for purposes of subsequent re-targeting, interest category categorization, or syndication to other parties on AdSense inventory is prohibited. (This restriction does not apply to click- or conversion-level data.) You may not associate cookies, web beacons, or other tracking mechanisms with personally-identifiable information (PII) unless the user has knowingly and expressly opted in. (For purposes of this document, PII does not include IP addresses.) You must display a prominent privacy policy with an option for users to persistently opt out of any cookie, web beacon, or other tracking mechanism set by you for data collection.


• Data from context-aware macros: Unless permitted otherwise by Google in writing, you may only use data from context-aware macros exclusively for the impression associated with that data. You may not use data from context-aware macros elsewhere or at any other time.


• Site-level tagging: If you use Google's placement targeting feature, you must aggregate a minimum of four unique web properties with adequate impression distribution across properties with each ad tag. You may not associate impression-level cookies, web beacons, or other tracking mechanisms with individual sites.

Technical specifications

Creatives

Except where indicated otherwise in this policy, all creatives related to a third-party tag must comply with Google's image ad policies.

• Creatives may not exceed a 50K initial load. Additional load must be "polite" and may not exceed 1.2MB.
• Creatives may not expand past ad unit boundaries unless they are rich media ads built according to the specifications described under the section "Expandable ad units" below.
• All creatives must be free of applications including, but not limited to, ActiveX, viruses, exit pops, spyware, and malware.
• Third-party ads containing Flash must not exceed 50% of a user's CPU. Common causes of high CPU use are continued animation, heavy animation sequences, and animation that surpasses the 30-second limit. If applicable, you can use the Task Manager feature in Windows to check for compliance with this rule.
• Creative coding may not use cross-domain scripting or set cookies in unapproved domains.
• For Flash creatives:
  • Creatives must be built to use Flash versions 4 through 8.
  • You must supply a default image. If the browser doesn't support the Flash version used for your creative, the default image will be served.
  • The last frame of the animation must include the following code in actionscript: "stop()".
  • All creatives must open in new windows. The target window for the clickthrough URL must be set to "_blank" so the clickthrough will open in a new window. Do not leave the target statement undeclared.
  • You must include a clickTag layer. The clickTag layer must be the topmost layer.
  • You may use a maximum of 2 clickTags in a single creative.
  • Creatives must support Google's click tracking. Where supported, all click events must be passed to Google.
• On all .gif and .swf creatives, you must add a border that's a different color than the majority background color of the creative.
• Creatives must support Google's click tracking. Where supported, all click events must be passed to Google.

Google reserves the right to remove any ads deemed intrusive or inappropriate. Please review our advertising policies for more information.

Ads must:

• Have a full border.
• Conform to Google's specifications.
• Contain family safe content.

Ads may not:

• Contain fake hyperlinks.
• Resemble Windows, Unix, or Mac dialog boxes.
• Simulate fake interactivity.
• Contain sexual content.
• Contain audio (exception: user-initiated rich media ads).
• Initiate downloads.
• Be intrusive.
• Advertise competitive content.
• Contain misleading content.

A pop-up:

• Is a window that opens in addition to the original window.
• Includes pop-unders, timed or intermittent pop-ups, mock system warnings, and pages that automatically initiate a download.
• Is prohibited regardless of its content.

Audio requirements:

• Effects must be user-initiated; ads may not play sound automatically.
• Audio settings must be set to 'off' by default.
• Users must have the option to mute all audio in the ad.
• Audio volume must be encoded at no more than -12 db.

Ads may not directly capture any personally-identifiable user information. Personal information includes, but isn't limited to, e-mail addresses, telephone numbers, and credit card numbers. No sensitive information can be collected through the ad.

The advertiser and the third-party server may not associate cookies with personally-identifiable information. (For purposes of this document, personally-identifiable information doesn't include IP addresses.)

Expandable ad units are accepted on the Google Content Network according to the following policies:

Technical specifications

Expandable ads guidelines

• Expandable ads are currently available to select advertisers with North American account managers.
• Expandable ads must be designed to be multi-directional and to use the Google expandable ad API.
• Depending on its placement, an ad must expand in one plane (either left or right, up or down) only. The ad may not expand in two directions at the same time.
• Approved expandable ads rich media vendors include:
  • DoubleClick Rich Media
  • Eyeblaster Rich Media
  • EyeWonder Rich Media
  • Pointroll Rich Media

If authorized by Google, you may implement research studies in connection with an ad campaign. If expressly approved by Google, these research studies may be exempt from some of the third-party serving restrictions outlined above.

All research must be conducted as follows:

• You may conduct research only for the purpose of measuring the effectiveness of mutually agreed-upon, ad-served advertising placements purchased through Google.
• Google must approve, in writing, the public disclosure of any campaign-specific data and compilation or aggregation of data across multiple campaigns attributable to Google prior to any such disclosure.
• Only a third-party research provider that appears on Google's approved provider list may conduct research.
• All methodologies and survey tools (including recruitment processes, incentives, solicitation/invitation content, questionnaire content, data collection, and survey appearance) will be subject to Google's advance approval.
• You are responsible for ensuring that all survey results and associated data are kept strictly confidential, and that personally-identifiable data is not solicited or collected, except as necessary by you for granting incentives to research participants. All personally-identifiable data may be used only to deliver the relevant incentives, and such data must be destroyed promptly following delivery of the relevant incentives.

Ad Exchange buyers wishing to run ads on AdSense must first have their ad serving technology certified against the requirements below.

You may use cookies for reporting purposes and to target ads, provided that the data you use was collected in accordance with industry standards:

• NAI Self-Regulatory Code of Conduct for Online Behavioral Advertising (www.networkadvertising.org)
• IAB UK Good Practice Principles for Online Behavioral Advertising (www.youronlinechoices.co.uk/wp-content/uploads/2009/10/IAB-UK-Good-Practice-Principles-for-Online-Behavioural-Advertising.pdf)

Where there is a conflict between the NAI and IAB UK policies, the more stringent policy applies. Google determines at its own discretion whether or not you are compliant with these standards.

In particular, the certification process requires you to have the following:

• A descriptive privacy policy on your site
• A prominent link to opt-out from the privacy policy
• No PII used in the creation of segments
• No sensitive segments or segments targeted at children under 13 years of age
• No packet sniffing in the collection of behavioral data

You may use a cookie, web beacon, or other tracking mechanism to collect anonymous traffic data for purposes of aggregated reach, frequency and/or conversion reporting, provided you use a certified third party vendor for this purpose. Collecting impression-level data via cookies or other mechanisms for purposes of subsequent re-targeting, interest category categorization, or syndication to other parties on AdSense inventory is prohibited. (This restriction does not apply to click- or conversion-level data.) You may not associate cookies, web beacons, or other tracking mechanisms with personally-identifiable information (PII) unless the user has knowingly and expressly opted in. (For purposes of this document, PII does not include IP addresses.) You must display a prominent privacy policy with an option for users to persistently opt out of any cookie, web beacon, or other tracking mechanism set by you for data collection.

All ads may only include tracking elements from or redirects to Ad Exchange buyers already approved by Google for AdSense. You may make only one third-party redirect to another certified Ad Exchange buyer.

You may not use research vendor tags or non-Google-approved rich media vendor ads on AdSense inventory.

Research studies will not be allowed for Ad Exchange on the Google Content Network.

You are also subject to the following policies:

• Tag performance
• Technical specifications and creatives, except the requirements (i) to add a black border around .gif and .swf creatives and (ii) that creatives must support Google's click tracking.
• General guidelines and editorial policies
• Pop-up windows
• Audio effects
• Personally identifiable information
• Reporting

These policies are detailed in the 'Requirements for third-party ad serving on AdSense' section above.

North America: Ad servers

• ADTECH (www.adtech.com)
• Atlas (www.atlassolutions.com)
• Bluestreak (www.bluestreak.com)
• Cossette/AdCentric (www.cossette.com/www/advertising_content_served.php)
• DoubleClick (www.doubleclick.com)
• e-planning (www.e-planning.net)
• eBay (www.ebay.com)
• Emediate (www.emediate.biz)
• Eyeblaster (www.eyeblaster.com)
• eyeReturn (www.eyereturnmarketing.com)
• Facilitate Digital (www.facilitatedigital.com)
• Hamilton Beach (media.hamiltonbeach.com)
• Intermundo Media (www.intermundomedia.com)
• Mediaplex (www.mediaplex.com)
• Optimum Response (www.optimumresponse.com)
• Sapient/BridgeTrack (www.bridgetrack.com)
• Target (www.target.com)
• Newtention (www.newtention.com)
• Wall Street on Demand (ad.wsod.com)
• Zedo (www.zedo.com)

North America: Rich media

• Adroit Interactive (www.adroitinteractive.com)
• Bluestreak (www.bluestreak.com)
• DoubleClick (www.doubleclick.com)
• Eyeblaster (www.eyeblaster.com)
• EyeWonder (www.eyewonder.com)
• Interpolls (www.interpolls.com)
• Pointroll (www.pointroll.com)
• Teracent (www.teracent.com)
• Tumri (www.tumri.com)
• Unicast (www.unicast.com)
• United Virtualities (www.unitedvirtualities.com)

North America: Research

• 24/7 Real Media (www.247realmedia.com)
• comScore/VoiceFive (www.voicefive.com)
• Coremetrics (www.coremetrics.com)
• Dimestore (www.dimestore.com)
• DoubleVerify (www.doubleverify.com)
• Dynamic Logic/Safecount (www.safecount.net)
• Factor TG (www.factortg.com)
• InsightExpress (www.insightexpress.com)
• MetrixLab (www.opinionbar.com)
• Nielsen (www.nielsen-online.com)
• Nielsen IAG Research (www.iagr.com)
• Nurago (www.sensic.net)
• OTX Research/Safecount (www.safecount.net)
• RewardTV (www.consumerinsightcenter.com)
• TNS Global/Compete Inc. (www.tnsglobal.com)
• Visible Measures (www.visiblemeasures.com)
• Vizu (www.vizu.com)

EMEA: Ad servers

• Adform (www.adform.com)
• ADITION (en.adition.com)
• AdOcean (www.adoceanglobal.com)
• Adrime (www.adrime.com)
• ADTECH (www.adtech.com)
• Atlas (www.atlassolutions.com)
• Bluestreak (www.bluestreak.com)
• Cossette/AdCentric (www.cossette.com/www/advertising_content_served.php)
• DoubleClick (www.doubleclick.com)
• e-planning (www.e-planning.net)
• Emediate (www.emediate.biz)
• Eyeblaster (www.eyeblaster.com)
• Facilitate Digital (www.facilitatedigital.eu)
• HURRA Communications (www.hurra.com)
• Mediaplex (www.mediaplex.com)
• Newtention (www.newtention.com)
• Reddion/NOAH Ad Server (www.reddion.com)
• Quisma Tracker (www.quisma.com)
• SMART AdServer (www.smartadserver.com)
• TradeDoubler (www.tradedoubler.com)
• TruEffect (www.trueffect.com)
• Weborama (www.weborama.com)

EMEA: Rich media

• Adform (www.adform.com)
• Adrime (www.adrime.com)
• Bluestreak (www.bluestreak.com)
• Dimestore (www.dimestore.com)
• DoubleClick (www.doubleclick.com)
• Eyeblaster (www.eyeblaster.com)
• EyeWonder (www.eyewonder.com)
• Flashtalking (www.flashtalking.com)
• Pointroll (www.pointroll.com)

EMEA: Research

• 24/7 Real Media (www.247realmedia.com)
• comScore/VoiceFive (www.voicefive.com/Priv2.aspx)
• Coremetrics (www.coremetrics.com)
• Dimestore (www.dimestore.com)
• DoubleVerify (www.doubleverify.com)
• Dynamic Logic/Safecount (www.safecount.net)
• Factor TG (www.factortg.com)
• GroupM (www.gmads.net)
• InsightExpress (www.insightexpress.com)
• MetrixLab (www.opinionbar.com)
• Nielsen (www.nielsen-online.com)
• Nielsen IAG Research (www.iagr.com)
• Nurago (www.sensic.net)
• OTX Research/Safecount (www.safecount.net)
• RewardTV (www.consumerinsightcenter.com)
• TNS Global/Compete Inc. (www.tnsglobal.com)
• Visible Measures (www.visiblemeasures.com)
• Vizu (www.vizu.com)

All vendors must complete a certification process. At its sole discretion, Google reserves the right to change this vendor list at any time.