Something that doesn't seem to be getting enough attention is Google's new GDPR TCF 2.0 guidance around "Purpose 1" consent. Previously, if a user opted out, you would tell GAM to serve non-personalized ads (npa=1), but now Google is saying that if 1/

the user doesn't give consent to Purpose 1, then GAM won't serve any ads at all (including direct)! Our assumption is that users who opt out of any purpose will opt out of all purposes, and therefore go from non-personalized ads to none at all. 2/

This could have a really big revenue impact on publishers with significant European traffic. https://support.google.com/admanager/answer/9805023?hl=en 3/3