Off-Property Ad Serving Guidelines

Last updated on October 28, 2025.

This product is governed by the terms set forth in the Off-Property Ad Serving (OPAS) Terms.

Off-Property Ad Serving is a functionality offered in Google Ad Manager that allows for publishers using the Google Ad Manager service to serve ads on inventory owned by a different publisher across Google’s suite of publisher products (Google Ad Manager, AdMob, and AdSense).

Publishers participating in any transaction through an Off-Property Ad Serving feature must adhere to (i) these Off-Property Ad Serving Guidelines and (ii) any policies that apply to the publishers use of Google Ad Manager generally - including, but not limited to, the Platforms program policies, the Google Ad Manager partner guidelines, and the Google Publisher Policies.

Please note that any restatements of existing policies in these Off-Property Ad Serving Guidelines are for clarification purposes only and do not limit the application of the those policies to Publishers participating in Off-Property Ad Serving.

1. Data Restrictions

Data, including personal data, obtained by Publisher, Advertiser, or Publisher’s or Advertiser’s agent in connection with an Off-Property Ad Serving feature (“Program Data”) may only be used for the Publisher’s or the Advertiser’s own advertising purposes (the “Permitted Data Use”).

Publisher is not permitted to share or otherwise disclose non-aggregated Program Data with third parties, other than Advertiser (or direct agent of Advertiser), and ad servers and third-party vendors used by Publisher and Advertiser in connection with the feature, and in all instances such sharing must be limited to the Permitted Data Use. In all cases, Publisher, Advertiser, and their vendors are prohibited from selling any Program Data.

Publishers may not use historic traffic or forecasting data provided by Google through Off-Property Ad Serving features for purposes outside of their use of the Off-Property Ad Serving feature.

2. Declare click-through URLs

Publishers must correctly declare their landing page URLs for ads delivered through Off-Property Ad Serving. Publishers must enable Google to track clicks for non-video and non-native ad creatives by inserting the appropriate Google click macro. Where a Publisher associates a dynamic ad with multiple customized landing pages, it is sufficient for the Publisher to declare the URL(s) of the root advertised site(s).

3. User Consent

Publishers must obtain and respect legally valid User consent as required by the EU user consent policy.

When serving ads through an Off-Property Ad Serving feature, a Publisher and any technology vendors they work must respect user privacy choices communicated through industry-standard means, such as the IAB TCFv2 string.

4. Ad content

Ads served through an Off-Property Ad Serving feature must adhere to the applicable Google Ads program policies located at www.google.com/ads/policies.