Google AdMob will support programmatic bidding on inventory eligible for limited ads in 2024. The new serving mode allows for contextual programmatic demand and will open up new sources of demand, potentially increasing revenue for publishers. It is important for publishers to consider the legal implications and consult with their legal teams before deciding to use this new feature. Google has advised publishers to assess if employing invalid traffic-only cookies and local storage on their sites/apps requires user consent. For more information, publishers can read Google’s limited ads guidance.