Limited ads

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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() {
      limitedAds: true,
    googletag.defineSlot('/YOUR_NETWORK/YOUR_UNIT_PATH', [728, 90], 'companionDiv')


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.