DoubleClick for Publishers (DFP)
DoubleClick for Publishers (DFP), now part of Google Ad Manager, is the publisher side ad server that handles ad requests, auctions and rendering for European media. Through Google Publisher Tag it sets the IDE cookie on doubleclick.net, runs Open Bidding auctions and shares behavioural data with Google, which makes prior consent and a Google certified CMP mandatory under the GDPR and ePrivacy Directive.
What does DoubleClick for Publishers (DFP) do?
What is DoubleClick for Publishers?
DoubleClick for Publishers (DFP) is the publisher side ad server originally launched by DoubleClick and acquired by Google in 2008. In 2018 the product was rebranded as Google Ad Manager. DFP / Google Ad Manager handles direct sold campaigns, programmatic guaranteed deals and Open Bidding auctions for thousands of European media outlets. It is technically deployed via Google Publisher Tag (gpt.js) loaded from securepubads.g.doubleclick.net.
Cookies and identifiers
DFP relies on the IDE cookie set on doubleclick.net for behavioural targeting and frequency capping, the test_cookie before each request and the publisher side _gads and _gpi cookies. Open Bidding partners can also drop their own cookies through the auction. NID on google.com is used for cross device matching and personalised advertising.
GDPR and ePrivacy implications
DFP is a third party advertising stack. Article 5(3) ePrivacy requires prior consent before any cookie is read or written, and Article 6(1)(a) GDPR requires consent for the underlying behavioural advertising. The IAB TCF and the Belgian APD case have clarified that publishers acting as TCF participants are joint controllers with their adtech partners and must provide proper transparency.
Consent, TCF v2.2 and Additional Consent
Publishers monetising with Google Ad Manager must use a Google certified CMP and forward both the IAB TCF v2.2 string and the Google Additional Consent string for non TCF Google partners. If consent is refused, GAM can serve non personalised ads with the npa=1 parameter, but cookies must not be written without consent.
Data transfers to the United States
Ad requests, IP addresses, advertising identifiers and bid stream metadata are transferred to Google LLC in the United States. Google self certifies under the EU U.S. Data Privacy Framework, but the publisher remains responsible for documenting the transfer and informing visitors in the privacy policy.
Implementing DFP compliantly
Block GPT and DFP tags through your tag manager until consent. Use a Google certified CMP, propagate TCF v2.2 and Additional Consent, classify cookies in the banner with their real lifetime, and document the joint controller relationship with Google in your records of processing under Article 26 GDPR.
DoubleClick for Publishers (DFP) and the GDPR
DoubleClick for Publishers (DFP) is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Prior consent under Article 6(1)(a) GDPR and Article 5(3) of the ePrivacy Directive: DFP / Google Ad Manager writes the IDE cookie on doubleclick.net and shares behavioural data with Google for personalised advertising and remarketing.
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive, EU U.S. Data Privacy Framework, IAB TCF v2.2, Google Additional Consent Mode
Impact assessment (DPIA)
A DPIA is recommended because DFP processes large scale behavioural data, runs programmatic auctions involving many third parties, uses unique advertising identifiers and transfers data to the United States.
Sample text for your banner
We use Google Ad Manager (formerly DoubleClick for Publishers) to display ads on this site. With your consent, Google and its advertising partners may store advertising cookies on your device, build profiles of your interests and transfer data to Google LLC in the United States. You can refuse or withdraw your consent at any time from the cookie settings.
What DoubleClick for Publishers (DFP) sets and contacts
- Tracking method
- JavaScript ad serving stack (now branded Google Ad Manager 360) loaded via securepubads.g.doubleclick.net and gpt.js, requesting and rendering display, video and native ads while setting third party advertising cookies on doubleclick.net.
- Server location
- United States (Google global infrastructure)
- Data transferred outside the EU
- Ad requests, IP addresses, device identifiers and advertising cookies are transferred to Google LLC servers in the United States under the EU U.S. Data Privacy Framework.
Cookies set (5)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| IDE | third_party | 13 months | Set on doubleclick.net by DFP / Google Ad Manager for behavioural targeting, frequency capping and conversion measurement. |
| test_cookie | third_party | 15 minutes | Set on doubleclick.net to verify that the browser supports cookies before serving an ad. |
| NID | third_party | 6 months | Set on google.com for ad personalisation and cross device matching. |
| gads | first_party | 13 months | Set on the publisher domain to deliver and measure ads served through Google Ad Manager. |
| gpi | first_party | 13 months | Set on the publisher domain to support ad personalisation and identify the user across pages. |
Third-party domains contacted (5)
securepubads.g.doubleclick.netdoubleclick.netgoogletagservices.compagead2.googlesyndication.comadmanager.google.com
Frequently asked questions about DoubleClick for Publishers (DFP)
Can't find your question? Write to us, we answer fast.
Which cookies does DoubleClick for Publishers set?
DFP / Google Ad Manager sets IDE on doubleclick.net for behavioural targeting, test_cookie before each request, NID on google.com for personalisation, and the publisher side _gads and _gpi cookies. Open Bidding partners can drop additional cookies during the auction.
Does DFP require consent?
Yes. DFP is a third party advertising stack that writes non essential cookies and shares behavioural data with Google and bidding partners, so prior, specific and informed consent is required under Article 5(3) ePrivacy and Article 6(1)(a) GDPR.
What is the legal basis?
Consent is the only suitable legal basis. The processing is for cross site behavioural advertising and involves auctions with multiple US based partners, which require an opt in.
Are data transferred to the United States?
Yes. Ad requests, IP addresses, advertising identifiers and bid stream metadata are transferred to Google LLC in the United States under the EU U.S. Data Privacy Framework. The transfer must be disclosed in your privacy policy.
Do I need a DPIA for DFP?
A DPIA is recommended given the scale of behavioural processing, the auctions with many third parties, the use of unique advertising identifiers and the US transfers. Joint controller arrangements with Google must also be assessed.
How do I implement DFP compliantly?
Block GPT and DFP through your tag manager until consent, use a Google certified CMP, propagate TCF v2.2 and Additional Consent, classify the cookies in the banner with their real lifetime, and document the joint controller relationship with Google.
Are there alternatives to DFP?
Privacy friendlier publisher ad servers include Kevel, Revive Adserver, Smart AdServer (Equativ), or fully contextual setups that avoid behavioural cookies altogether. They typically offer less inventory liquidity than Google Ad Manager.
How do I update my cookie policy?
Add a section that names DoubleClick for Publishers / Google Ad Manager, lists the cookies (IDE, test_cookie, NID, _gads, _gpi) with purpose and duration, mentions Open Bidding partners and the transfer to Google LLC in the United States.
Kwanzoo
Kwanzoo is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Kwanzoo provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Kwanzoo helps deliver the right message to the right audience at the right time.
ToneDen
ToneDen is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. ToneDen enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, ToneDen empowers marketing teams to achieve measurable growth.
Tapfiliate
Tapfiliate is a foundational web service that powers critical website functions and digital experiences. It provides reliable infrastructure, seamless integration capabilities, and consistent performance across all devices and browsers. Tapfiliate supports modern development practices and scales with growing business needs. With a focus on stability and compatibility, Tapfiliate ensures your website delivers a smooth, uninterrupted experience to every visitor and search engine crawler.
Aniview Video Ad Player
Aniview Video Ad Player is a video hosting and streaming platform that helps businesses deliver high-quality video content to their audiences. It provides adaptive bitrate streaming, customizable players, and content management tools. Aniview Video Ad Player supports live streaming, on-demand playback, and video analytics. With CDN-powered delivery and responsive embeds, Aniview Video Ad Player ensures smooth playback across all devices and network conditions for engaging video experiences.
AdRiver
AdRiver is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. AdRiver provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, AdRiver helps deliver the right message to the right audience at the right time.
eBay Partner Network
eBay Partner Network is a foundational web service that powers critical website functions and digital experiences. It provides reliable infrastructure, seamless integration capabilities, and consistent performance across all devices and browsers. eBay Partner Network supports modern development practices and scales with growing business needs. With a focus on stability and compatibility, eBay Partner Network ensures your website delivers a smooth, uninterrupted experience to every visitor and search engine crawler.
Make your site compliant today.
Free up to 25,000 sessions a month. No credit card, no commitment.