Something that doesn& #39;t seem to be getting enough attention is Google& #39;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& #39;t give consent to Purpose 1, then GAM won& #39;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">https://support.google.com/admanager... 3/3