AdMob Announcements

To help publishers navigate evolving global age-related regulations (such as US State App Store Bills, GDPR, and COPPA), Google is introducing the Tag for age treatment (TFAT). This new signal provides a unified way to manage ad request protections for different age groups.

• Unified API migration: TFAT replaces the legacy tagForChildDirectedTreatment (TFCD) and tagForUnderAgeOfConsent (TFUA) settings, which will be deprecated in future GPT or SDK versions that support TFAT. 
• Introduction of new TFAT setting:  
  • CHILD: Functionally replaces TFCD/TFUA=True.
  • TEEN: (New) Publishers can now specifically signal for a "TEEN" age treatment. This applies to specific ad-serving protections for teens.
  • UNSPECIFIED: Default state (equivalent to TFCD/TFUA=No or UNSPECIFIED) Passing UNSPECIFIED does not override user privacy consent strings (TCF/GPP) or other indications of sensitive users or content. Google will still apply the most conservative restriction present.
• Publisher action required: Technical updates are needed to replace the deprecated tags with the new age treatment API in upcoming web (GPT) and app (GMA and IMA SDK) releases to facilitate compliance efforts and maintain access to the latest features.

Mobile app developers using the GMA SDK (iOS/Android) will see TFAT support in an upcoming minor release. While legacy TFCD/TFUA tags will continue through 2026, developers are encouraged to migrate to TFAT to avoid future compile errors when the tags are eventually removed in a major release (expected H1 2027). Support for Unity and Flutter is expected in H2 2026. Publishers should consult their legal counsel to determine the age treatment settings for their users based on their legal and regulatory obligations.

Starting on or after April 20, 2026 Google AdMob will experiment with an updated set of commonly used ad technology partners. If this experiment is deemed beneficial for publishers, the list will be updated on or after June 5, 2026. This update will reflect the partners that work most closely with publishers globally, determined by data collected from all programmatic demand sources, as well as meeting our privacy standards. You will be able to find the up to date version of the list published at Manage your ad technology partners (ATPs). You can view the controls, the list of current ad technology partners and, once the experiment starts, those who are part of the experiment in your account in Privacy & messaging, on the European regulations settings page, in the "Your ad partners" menu. If you want to prevent automatic updates or do not want to participate in the experiment, select “Do not automatically include commonly used ad partners”. This will create a custom list pre-filled with your current selections, which you can then modify as needed. If you're using a third-party CMP to collect GDPR consent, your list of ad tech partners is managed through your CMP provider.