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Google Publisher Tag

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Google Publisher Tag (GPT) is the JavaScript ad serving library that publishers use to request and display ads from Google Ad Manager. It sets third party advertising cookies on doubleclick.net and exchanges identifiers with Google for behavioural targeting, frequency capping and reporting, which makes it a clear cookie consent target under the GDPR and the ePrivacy Directive.

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Overview

What does Google Publisher Tag do?

What is Google Publisher Tag?

Google Publisher Tag (GPT) is the JavaScript library that publishers add to their pages to request and render ads served by Google Ad Manager. The script is loaded from googletagservices.com, defines ad slots on the page and asks the Google ad server which creative to display. GPT is the technical foundation of programmatic monetisation for thousands of European publishers and is therefore one of the most common third party tags subject to cookie law.

Cookies and identifiers set by GPT

When ads are requested through GPT, Google sets several advertising cookies, including IDE on doubleclick.net, test_cookie for browser support detection, NID on google.com and the publisher side identifiers _gads and _gpi. These cookies are used for behavioural targeting, frequency capping, conversion measurement and fraud prevention. They are not strictly necessary to deliver the page and they fall squarely within the scope of Article 5(3) of the ePrivacy Directive.

GDPR and ePrivacy implications

GPT processes IP addresses, device identifiers and browsing behaviour, all of which qualify as personal data under the GDPR. Several European supervisory authorities (CNIL, Garante, AEPD, BfDI) have repeatedly ruled that ad tech setups based on Google Ad Manager require prior, specific and informed consent. Personalised advertising, audience segments and remarketing add a further layer of profiling that needs an explicit legal basis.

Consent and TCF integration

GPT must be blocked until the user has expressed a positive consent signal. Practically, the script tag should not be loaded before the consent management platform has fired its consent event. Publishers monetising with Google Ad Manager are also required to use a Google certified CMP and to forward the IAB TCF v2.2 consent string. If consent is refused, GPT can still serve non personalised ads via the npa=1 parameter, provided no advertising cookies are written without consent.

Data transfers to the United States

GPT ad requests are routed to Google LLC infrastructure in the United States. Google self certifies under the EU U.S. Data Privacy Framework, which provides a legal mechanism for the transfer, but the website remains responsible for documenting the transfer in its records of processing and informing visitors in the privacy policy.

How to deploy GPT compliantly

Block the GPT script in your tag manager until the visitor accepts the advertising category. List Google Ad Manager and its sub processors in your privacy notice, classify the cookies in the consent banner with their real lifetime, and refresh the consent string when preferences change. Document the legal basis, the retention periods and the data transfers in your records of processing under Article 30 GDPR.

Compliance

Google Publisher Tag and the GDPR

Google Publisher Tag 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, freely given and informed consent under Article 6(1)(a) GDPR and Article 5(3) of the ePrivacy Directive, since GPT writes and reads non essential advertising cookies for behavioural targeting.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, EU U.S. Data Privacy Framework, IAB TCF v2.2

Impact assessment (DPIA)

A DPIA is recommended when GPT is used together with personalised advertising, audience segments or remarketing, because of large scale behavioural profiling, transfers to the United States and the use of unique advertising identifiers.

Sample text for your banner

We use Google Publisher Tag and Google Ad Manager to display ads. With your consent, Google may store and read advertising cookies on your device, build profiles of your interests across websites and transfer data to Google LLC in the United States. You can refuse or withdraw consent at any time from the cookie settings.
Cookies and trackers

What Google Publisher Tag sets and contacts

Tracking method
JavaScript library (gpt.js) loaded from googletagservices.com that requests and renders ads from Google Ad Manager, setting third-party advertising cookies on doubleclick.net and googlesyndication.com.
Server location
United States (Google global infrastructure)
Data transferred outside the EU
Personal data (IP address, device identifiers, advertising cookies) is transferred to Google LLC servers in the United States under the EU: U.S. Data Privacy Framework.

Cookies set (5)

NameTypeDurationPurpose
IDEthird_party13 monthsSet on doubleclick.net for behavioural targeting, ad performance measurement and frequency capping in Google Ad Manager.
test_cookiethird_party15 minutesSet on doubleclick.net to verify that the browser supports cookies before serving an ad.
NIDthird_party6 monthsSet on google.com to store user preferences for Google ads and personalisation.
gadsfirst_party13 monthsSet on the publisher domain to deliver and measure ads served through Google Ad Manager.
gpifirst_party13 monthsSet on the publisher domain to support ad personalisation and identify the user across pages.

Third-party domains contacted (5)

  • securepubads.g.doubleclick.net
  • googletagservices.com
  • doubleclick.net
  • googleads.g.doubleclick.net
  • pagead2.googlesyndication.com
Questions

Frequently asked questions about Google Publisher Tag

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Which cookies does Google Publisher Tag set?

GPT itself does not directly set cookies, but the ad requests it triggers cause Google Ad Manager to set IDE on doubleclick.net, test_cookie for browser detection, NID on google.com and the publisher side _gads and _gpi cookies used for ad delivery, frequency capping and personalisation.

Does Google Publisher Tag require consent?

Yes. GPT loads advertising cookies that are not strictly necessary, so prior, specific and informed consent is required under Article 5(3) of the ePrivacy Directive and Article 6(1)(a) GDPR before any ad request is fired.

What is the legal basis for using GPT?

The only suitable legal basis is consent. Legitimate interests cannot be used because the processing involves cross site tracking, behavioural profiling and transfers to the United States, which require an opt in under EU data protection law.

Are data transferred to the United States?

Yes. Ad requests, IP addresses and device identifiers are transferred to Google LLC in the United States. Google self certifies under the EU U.S. Data Privacy Framework, which is the current legal mechanism, but the transfer must still be disclosed in your privacy policy.

Do I need a DPIA for GPT?

A DPIA is recommended whenever GPT is combined with personalised advertising, audience segments or remarketing, because of the large scale behavioural profiling, the use of unique advertising identifiers and the systematic monitoring of visitors.

How do I implement GPT compliantly?

Block the GPT script through your tag manager until consent is captured, use a Google certified CMP, forward the IAB TCF v2.2 string, classify the cookies in your banner with their real lifetime and document the processing in your records of processing.

Are there alternatives to GPT?

Privacy friendlier options include contextual ad servers (Kevel, Ad Plugg), open source ad servers like Revive, or first party direct campaigns served from your own backend, although none provides the same auction depth as Google Ad Manager.

How do I update my cookie policy for GPT?

Add a section to the policy that names Google Publisher Tag and Google Ad Manager, lists the cookies (IDE, test_cookie, NID, _gads, _gpi) with purpose and duration, mentions the transfer to Google LLC in the United States and links to Google's privacy policy.

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