If PBS receives ‘device.lmt’ flag in the OpenRTB request, it does the following anonymization:
Prebid Server host companies and publishers have the ability to control the enforcement activities that take place.
The enforcement strategy changed significantly between TCF 1.1 and TCF 2.0. TCF2 is a more nuanced and stricter policy.
If a Prebid Server host company wants to support GDPR, they must currently register for the IAB Global Vendor List.
The user must provide legal basis for the host company to read/write cookies or
/cookie_sync will return an empty response with no syncs and
/setuid will fail.
No longer supported by Prebid Server.
If Prebid server determines the user is in GDPR scope, then consent is independently tested for each ‘Purpose’ with different consequences for each:
|Activity||Legal Basis Required|
|Responding to /cookie-sync requests||Purpose 1 (Device Access)|
|Setting a cookie on /setuid requests||Purpose 1 (Device Access)|
|Conducting auctions||Purpose 2 (Basic Ads)|
|Passing User IDs into an auction||Any Purpose 2-10. User IDs are important for more than personalizing ads - they can be used in frequency capping, building profiles, counting unique users, etc. So Prebid Server should pass User IDs through the auction if any of Purposes 2-10 pass the legal basis test.|
|Invoke an analytics adapter||Purpose 7|
|Pass the user’s precise geographic information into auctions||Special Feature 1|
More details are available in the Prebid Support for TCF2 reference and in the Prebid Server GDPR Reference.
There are a number of GDPR configuration settings that PBS Host Companies must consider:
gdprflag. (Note: this config is currently called
gdpr.default_valuein PBS-Go and
uidscookie in GDPR scope will fail.
uidscookie set in the host company domain should be defined to match what’s in the TCF 2.1
maxCookieAgeSecondsGVL field. (This is the host-cookie.ttl-days setting in both Go and Java.)
The specific details vary between PBS-Go and PBS-Java, so check the version-specific documentation for more information.
The IAB’s Global Privacy Platform is container for privacy regulations aimed at helping the ad tech ecosystem bring disparate reguations under one communication path.
Prebid Server support for this protocol is still being developed:
The Children’s Online Privacy Protection Act (COPPA) is a law in the US which imposes certain requirements on operators of websites or online services directed to children under 13 years of age, and on operators of other websites or online services that have actual knowledge that they are collecting personal information online from a child under 13 years of age.
regs.coppa is set to ‘1’ on the OpenRTB request, the following anonymization actions take place before going to the adapters:
The California Consumer Privacy Act (CCPA) is a law in the US. which covers consumer rights relating to the access to, deletion of, and sharing of personal information that is collected by businesses.
The IAB has generalized
this state-specific rule into a US Privacy compliance framework.
regs.ext.us_privacy is parsed to find that the user has opted-out of a “sale”,
the following anonymization steps are taken:
In support of the Global Privacy Control, Prebid Server passes the
Sec-GPC HTTP header through to bid adapters. It
does not currently take action on this header.
Prebid Server does not recognize the Do-Not-Track header. The committee determined that it’s obsolete in general and not supported on Safari specifically. We prefer not to implement, test, and document unsupported privacy flags. Prebid Server is not going to make a dent in the overall problems with DNT.
We may reconsider this position if community members provide evidence that the flag is meaningful to their customers or lawyers.
IPv6 addresses may be anonymized differently for Prebid Server host companies depending on how they’ve configured the server: