Privacy Options

Modern data protection regulations, such as GDPR, require explicit user consent before loading scripts or transferring data to third-party providers. AdPresso provides built-in mechanisms to align ad delivery with these legal requirements. The system blocks privacy-critical creatives until the user grants consent through a corresponding banner or tool. You configure this once in the settings, without modifying any ad code. For an overview of how consent methods, fallbacks and TCF controls fit together, see privacy-aware ad management with AdPresso.

Affected ad formats

These settings control the delivery of ad formats that can load third-party scripts or transfer data to external servers. When the privacy feature is active, it applies to all ad types except image ads and dummy ads.

Image ads and dummy ads are exempt by default, because they load from your own server and do not trigger external data transfers. Keep these details in mind:

• Custom code: As soon as an image ad contains custom ad code, it requires consent like any other ad.
• Ad groups: A group loads without consent only if every ad in it is exempt.
• Developers: The list of exempt ad types can be changed with the filter adpresso_privacy_exceptional_ad_types.

Note on bypassing: Every ad includes the checkbox Ignore Privacy Settings to bypass the global privacy settings for that single ad. This is particularly useful when using text links, product tables, or similar static content implemented via code that does not fetch any data from external sources.

The 4 privacy modes of AdPresso

The configuration panel is located in your WordPress dashboard under AdPresso > Settings > Privacy. From there, you can choose between four operational modes.

1. Automatic detection

In this mode, AdPresso analyzes your website's existing technical setup. If the system detects an active Transparency and Consent Framework (TCF), it automatically switches to TCF Consent mode. If a local cookie plugin is registered instead, AdPresso switches directly to the Consent Plugin Integration mode.

2. Cookie

This method applies when your consent solution stores the user's choice in a specific browser cookie. In the AdPresso privacy settings, enter the exact name of the cookie and the required value that indicates consent. 

AdPresso delivers the affected ads only if this specific cookie-value combination is active in the user's browser.

3. Consent plugin integration

This mode ensures compatibility with third-party consent plugins such as Borlabs, Complianz, or Real Cookie Banner. AdPresso blocks the delivery of privacy-relevant ads until the user provides consent.

You can manage the behavior via specific service IDs:

• Global Blocking: The system blocks all relevant creatives until active consent is given.
• Ad-Specific Control: Clicking the Show privacy options button on the edit screen for any single ad reveals dedicated settings to enter a specific CMP Service ID.
• Purpose-Based Categorization: This ID maps ads to specific cookie categories (e.g., "Marketing"). This setup allows you to exempt non-tracking creatives from the marketing category, e.g., an ad code that merely outputs an author box. This ensures they still load even if a user accepts only functional cookies.

4. IAB TCF

The Transparency and Consent Framework (TCF) standardizes consent signals across the industry. What the 2026 TCF updates mean for WordPress publishers. AdPresso supports the IAB TCF and goes beyond it: it reads the consent signal from your CMP and checks it against each ad’s requirements. AdPresso Pro can additionally check consent for individual TCF vendors.

• Purpose check: By default, AdPresso requires consent for TCF Purposes 1, 3 and 4 before it loads a personalized ad. Developers can adjust these purposes with the filters adpresso_privacy_tcf_purposes_personalized and adpresso_privacy_tcf_purposes_npa to match specific legal interpretations or CMP configurations.
• Vendor check (Pro): You can assign a TCF vendor to any HTML/Code ad in the TCF Vendor field. The vendor check runs only for ads with an assigned vendor; by default, no vendor is set. If the editor detects Google ad code, it suggests the Google vendor, but you confirm it yourself. If consent for the assigned vendor is missing, AdPresso does not load the ad. The vendor check applies when consent comes from the TCF.

Allow non-personalized ads (NPA) fallback (Pro)

When using the TCF method, an additional option becomes available. If a user rejects personalized advertising but consents to storing information on the device (Purpose 1), AdPresso does not have to block the ad completely. Instead, it can request non-personalized ads from Google AdSense and Google Ad Manager. By default, this requires consent for Purposes 1, 2, 7, 9 and 10.

• Scope: The NPA signal applies to HTML/Code ads with Google (vendor ID 755) assigned, when the user has given partial consent. It is set for the whole page, not per ad. If the user later extends consent, AdPresso lifts the signal again.
• Without Pro: AdPresso treats partial consent as a rejection. Ads that require consent are not delivered. Ads without a consent requirement and general fallback ads still appear.
• Legitimate interest: An optional setting, off by default, accepts legitimate interest instead of consent for Purposes 2, 7, 9 and 10. It applies only to the NPA fallback and never to Purpose 1.

Privacy fallback (Pro)

Blocking ads due to missing consent typically leaves empty spaces in your website layout, disrupting the visual structure and reducing potential revenue. AdPresso resolves this issue through an integrated fallback system.

When the system registers a privacy-related block, it does not stop the delivery process. Instead, it automatically switches to a predefined alternative ad or ad group that does not require user consent, such as internal banners or local image ads, so your ad spaces stay filled. 

You can configure these alternative assets under AdPresso > Settings > Fallbacks. 

About the Author

Joachim Schmidt has over 15 years of experience in digital monetization. He launched his first news site in 2005 and later mastered affiliate marketing through his own successful travel blogs. Before joining AdPresso, Joachim spent years building up Advanced Ads. As a core driving force behind the ad management plugin until 2025, he authored countless technical tutorials and personally resolved thousands of user support tickets.