Google - TFAQs

These FAQs have been developed by IAB UK members from different parts of the industry to help buyers understand more about the companies operating in digital advertising and where value is being added.

Content correct as of May 2020


The questions fall under three different categories


What is your business model and how do you make money?
Google's main source of revenue is advertising – mostly from ads on our own sites and apps. By serving ads, we can keep Google services free for everyone.

Google also makes money by helping other sites make money with advertising by providing the technology to do so.

We use data to show ads that are useful to users, whether they are on Google or they are on websites and mobile apps that partner with us. We do not sell a user's personal information to anyone. More info.

Can you outline the full details of the agreement on a booking form / contract?
Our payment methods and terms of service for Google Ads are publicy available here.

Will you share who your trading partners are?
Google Ads (formerly Google AdWords and Google AdWords Express) is an online advertising solution that buyers can use to promote their products and services on Google Search, YouTube, and other sites across the web through the Google Display Network, which has over 2 million sites and reaches over 90% of people on the Internet. More info.



Do you own the inventory you sell?
We sell inventory on our owned and operated properties, such as YouTube, as well as inventory on third party properties. Find out more information here.

If you don’t own your own inventory then how do you access inventory and which platforms do you use?
Google has multiple sell-side products through which we can access inventory including Ad Manager, AdSense and AdMob.

Do you specify your media placements and positions?
Google Ads offers advertisers a plethora of choice over their targeting options. One such function is 'managed placements' on Google's Display Network which allows the targeting of a website, mobile app, or ad unit specifically. More info.

What insights do you provide back to advertisers?
Advertisers have extensive reporting features through Google Ads. More info.

Does the inventory you own or access include UGC content?
Some inventory include UGC (e.g., YouTube, sites with comments). Policies on UGC are available here.

What brand safety measures do you use?
We offer advertisers extensives controls to manage content exclusions and site category options on Google Ads. More information is available here.

Which industry standards have you been certified against?
We are certified against a number of UK and Global standards, including:

Do you have a policy in place for ad-misplacement?
Please see our JICWEBS DTSG certification here.

Are you happy to share your optimisation tactics?
Google offers many ways to optimise on Google Ads. For example, see here.



Under GDPR what legal basis are you providing your services under?
Please see the following:

If consent is the mechanism then can you prove how you obtained it?
Information on Google's EU User Consent policy can be found here. (which requires that partners retain records of consent) [note: this doesn't cover the consent flows for Google O&O]

Are you using the IAB Framework?
Google is committed to integrating with Version 2.0 of the TCF specification, and will announce specific integration timing soon after Version 2.0 is finalized. More info.

What other 3rd party data partners require consent for your business to deliver its service?

What do you do with data you obtain from advertiser’s campaigns or data tags?
To understand how we use advertiser data on Google Ads please see links below:

Are advertisers permitted to appoint their own 3rd party partners for verification and measurement?
Google certifies select 3rd party measurement vendors on various products. For more information, please see here.

For YouTube specifically, please see here.

Will you provide a link to your privacy and data policies?
Yes, more information can be found here.

Will you share how you build audience, contextual and targeting segments?
Yes, we provide information on our targeting options here.


To find out which other companies have completed the FAQs, please visit our members directory here

Please note the answers given are self-declared and are not verified by IAB UK or independently audited, unlike under industry-owned programmes such as JICWEBS. To view the latest JICWEBS Certifications, visit

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