Google Ad Manager


This integration forwards audiences from mParticle to Google Ad Manager. Google Ad Manager is a complete platform to grow ad revenue and protect your brand wherever people are watching, playing or engaging.


In order to use Google Ad Manager Audience integration, complete the following prerequisites:

  • Link mParticle as a Data Management Platform (DMP) partner in your Google Ad Manager (GAM) account. This step is crucial for mParticle to function as your DMP partner and facilitate forwarding audiences to Google Ad Manager.
  • Enable Publisher Provided ID (PPID) in your Google Ad Manager account. This involves Google enabling PPID for your account via a backend switch, followed by PPID enablement in the GAM User Interface.

If you need assistance, you can reach out to your Google Technical Account Manager (TAM) or Account Manager (AM) to walk you through the account linking and PPID enablement process.

Supported Identities

Publisher Provided ID

mParticle forwards PPID when forwarding audience data to Google. In order to send PPID, you must select one of the options from the PPID Identity Type dropdown. Google has specific requirements that must be met for a PPID to be considered valid. Learn more about PPIDs here.

Membership Duration

Google’s user lists have a membership lifespan - that is, a maximum amount of time a member stays on the list without requalifying. Google allows a minimum of 0 and a maximum of 540 days, or enter 10000 to indicate no expiration; if not set, the default limit of 365 days is used.

Upload Frequency

The Google Ad Manager Audience Integration uses Bulk Forwarding. Bulk Forwarding means that, instead of uploading updates to an audience in real time, mParticle compiles updates into a queue until either a given amount of time has passed since the last upload, or until a certain number of updates are waiting to be sent.

By default, mParticle uploads to Google whenever at least one of the following conditions is met:

  • 12 hours have passed since the last update.
  • The total queued messages exceeds 100000.

Upload frequency can sometimes be adjusted. Contact to your mParticle Customer Success Manager if you need to discuss upload frequency.

Google has several notions of user-provided consent. Two of these apply to the Google Ad Manager: ad_user_data and ad_personalization. These represent consent for ad user data and ad personalization. See update to consent modes for more details.

To configure user consent forwarding under this value, a mapping should be set-up leveraging mParticle’s notion of Consent Purposes. To learn more about handling user consent within mParticle’s platform, see the following docs: Data Privacy Controls.

Once a Consent Purpose is set up, user consent information can be associated with it in subsequent Event Batches. The Consent Purpose data mapping can then be configured for downstream forwarding via the User Consent Data Mapping connection setting.

The consent value is set in its initial status during the membership processing, and subsequent modifications to the consent status do not impact the already synchronized downstream data.

In the absence of a user-defined consent value for the ad_user_data and ad_personalization fields via the Consent Purpose mapping, a default value can be optionally configured via a separate drop-down setting for each consent type. When no user consent is provided, the default status is used, if specified. If omitted, the Unspecified status will be sent.

Caution: It is recommended that in the long term, you set up user-specified consent through the Consent Purpose mapping, such that the user consent is correctly forwarded to Google. It is your responsibility as a Data Controller to stay compliant under the GDPR, and set up user consent collection for downstream forwarding. The consent default setting can be deprecated in the future.

Configuration Settings

Setting Name Data Type Default Value Description
Client Customer ID string Account number of the Google Ad Manager account where you would like to forward audience data.

Connection Settings

Setting Name Data Type Default Value Description
Membership Lifespan int 365 The number of days that users remain as part of an audience list after they’re added. A minimum of 0 and a maximum of 540 days are accepted, or enter 10000 to indicate no expiration; if not set, the default limit of 365 is used.
PPID Identity Type string Set the mParticle User Identity type to be forwarded to Google as the Publisher Provided ID (PPID).
Hash PPID bool False If enabled, the selected PPID identifier will be hashed using SHA256 with UTF-8 encoding before sending it to Google. Use this setting cautiously as it requires that the PPID provided to Google from other sources must also be hashed for match purposes.
Consent Data Mapping mapping null A mapping of mParticle consents to Google consents.
Ad User Data Default Consent Value string Unspecified The default consent value to forward for the Ad User Data field.
Ad Personalization Default Consent Value string Unspecified The default consent value to forward for the Ad Personalization field.

Was this page helpful?