Trust and quality
Consent
and privacy.
Zurla reads the choices people make before any request goes out: in your consent tool, in the browser, at Apple’s prompt. It never replaces your consent tool, and without consent it chooses the ad from the page or app, not the person.
How do we earn when a reader says no to tracking?
From the page itself. I choose the ad from what’s on the page, not from the person, so that slot keeps earning.
- Read the choice from your consent tool (IAB TCF v2.3)
- Sent buyers no personal data
- Matched the ad to the page’s topic
Slot filledChoice respected
Illustrative data
Ground rules
What Zurla reads.
What it never does.
Zurla is a frontier model, built for advertising, and it treats every privacy choice as a rule. It reads the choices before any request goes out, on websites, in apps and on RTB platforms, and builds each request to match.
Zurla reads
- Your consent tool’s answersIAB TCF v2.3 for people in Europe, the UK and Switzerland, and GPP for US national and state choices, including Google UMP in apps.
- The browser’s privacy signalGlobal Privacy Control, the “don’t sell or share” signal, honored on websites.
- Apple’s tracking answer and Android’s ad IDWhether the person allowed tracking on iPhone, and whether the advertising ID is available on Android.
- Your child-directed flagSet for a site, an app or a single person, and followed under COPPA, the US children’s online privacy law.
Zurla never
- Replaces your consent toolIt reads the tool you already run: on your site, in your app or through Prebid.
- Shows Apple’s tracking promptYour app decides whether and when to ask. Zurla reads the answer.
- Sends an advertising ID without permissionNo IDFA when tracking is declined or not asked, and Android resets and deletions are honored.
- Follows a person who said noBuyers still bid, on the page or the app, with nothing that follows the person across sites and apps.
Without consent, the ad comes from context. On a website, Zurla chooses it from the page. In an app, from the app, the screen and the country. Buyers still bid, and the slot keeps earning.
In apps · The live request
Change a choice.
See what buyers get.
Before any request leaves your app, Zurla reads the choices stored on the device: the answer to Apple’s tracking prompt, your consent tool’s answers and your child-directed flag. Ask Zurla, or flip a switch, and the request it builds for buyers rewrites itself.
A player in Germany said no to tracking. Does that level-break ad still earn?
Yes. Buyers still bid, just not on the person. They get the app, the screen, the country and basic device details, like iOS or Android, and nothing that follows the player across apps.
- Tracking declined · no IDFA (Apple’s advertising ID) sent
- Consent string (their saved choices) passed on, read under IAB TCF v2.3
Ads chosen from contextNo advertising ID
IAB TCF v2.3: the ad industry standards body’s consent framework. GPP: the Global Privacy Platform, for US choices.
Illustrative data
On the device
The player’s choices
Zurla reads what your app has stored: the answer to Apple’s tracking prompt, your consent tool’s answers, and whether the app or player is child-directed. Then it builds the request buyers receive to match.
Your app calls the SDK; Zurla builds this request for buyers. You never write or send it.
{
"device": {
"os": "iOS",
"geo": { "country": "DEU" },
"ifa": "<IDFA>",
"lmt": 0,
"ext": { "atts": 3 }
},
"regs": { "coppa": 0, "gdpr": 1 },
"user": { "consent": "<TC string>" }
}Personalized ads allowed
| Your app | Zurla | |
|---|---|---|
| Consent | Runs your consent tool: IAB TCF v2.3 (the ad industry standards body’s consent framework), GPP (the Global Privacy Platform, for US national and state choices) and, if you use it, Google UMP (Google’s User Messaging Platform). |
Reads the answers your consent tool saves, before every request, and never replaces the tool. |
| Tracking prompt (ATT, iOS) | Decides whether and when to show Apple’s prompt, with a purpose line you write. |
Reads the answer. Without permission there is no IDFA (Apple’s advertising ID), and ads are chosen from context. |
| Advertising ID (Android) | Keeps or removes the AD_ID permission (which lets an app read Android’s advertising ID); apps for children remove it. |
Uses the ID when it’s available and allowed, and honors resets and deletion. |
| Install measurement (iOS) | Adds the attribution IDs Zurla supplies to Info.plist. |
Supports SKAdNetwork and AdAttributionKit, Apple’s ways for advertisers to see which ads led to installs without identifying anyone, and keeps the ID list current for your next release. |
| Privacy manifest (iOS) | Declares its own data use in its privacy manifest (a file listing what data is collected and why) and in App Privacy details in App Store Connect. Xcode’s privacy report combines your manifest with Zurla’s. |
Ships its own privacy manifest in the SDK, with the approved reason for each required-reason API (system calls Apple asks SDKs to justify) it uses. |
| Data safety (Google Play) | Submits the Data safety form. |
Gives you a guide to what its SDK collects and shares, and why. |
| Children | Decides and declares its audience, and flags child-directed traffic. |
Follows the flag with contextual ads and no advertising ID, under COPPA (the US children’s online privacy law). |
| Reporting ads | Nothing extra to build. |
Puts a ⓘ privacy icon and a Report ad option on its native and full-screen ads, so people can flag an ad that seems inappropriate. |
On websites
Keep your consent tool.
Zurla reads it.
Keep a consent tool live for readers in Europe and the UK, and an opt-out choice where US state laws need one. Whichever way Zurla is on your site, the reader’s choices reach it before anything is sent.
-
01
Zurla’s SDK
Zurla reads the choices the reader made in your consent tool, on the page, before any request goes out. Nothing to wire up beyond the tool you already run.
IAB TCF v2.3 · GPP · GPC -
02
Prebid
Zurla works with Prebid. Your Prebid consent settings pass the reader’s choices to Zurla with each request, and the rest of your setup stays as it is.
consentManagement · IAB TCF v2.3 · GPP -
03
Your own auction
Over OpenRTB, your auction passes the choices in each request, and Zurla follows them.
OpenRTB 2.6 · regs and user
// needs Prebid's consentManagementTcf and consentManagementGpp modules
pbjs.setConfig({
consentManagement: {
// timeout: how long Prebid waits for your tool (your setting)
gdpr: { cmpApi: 'iab', timeout: 3000 }, // IAB TCF v2.3
gpp: { cmpApi: 'iab', timeout: 3000 } // GPP, including US states
}
});RTB platforms
The choice travels.
Each bidder is checked.
When you run your exchange, SSP or DSP on Zurla, people’s privacy choices travel with every request, unchanged: IAB TCF v2.3, GPP and COPPA signals. Zurla checks them for each bidder, by the rules you set.
A reader in France just loaded a page. Which bidders got the request?
All three, each by your rules. Bidders A and C have the reader’s consent, so they got the full request. Bidder B doesn’t, so it got the request without personal data.
- Carried the reader’s choices through, unchanged (IAB TCF v2.3)
- Checked consent for each bidder
- Bidder B: sent without personal data
Every bidder checkedChoices kept
One request Orrinth Exchange
- IAB TCF v2.3Consent string, unchanged
- GPPUS choices, unchanged
- COPPANot child-directed
Checked for each bidder
- Bidder A Consent Full request
- Bidder B No consent Sent without personal data
- Bidder C Consent Full request
Illustrative data
The standards
Six signals,
in plain words.
- IAB TCF v2.3Transparency and Consent Framework
- The ad industry standards body’s consent framework for people in Europe, the UK and Switzerland. Zurla reads the choices your consent tool saves.
- GPPGlobal Privacy Platform
- US national and state privacy choices, from the same consent tool. Opt-outs of sale, sharing and targeted ads are honored.
- GPCGlobal Privacy Control
- The browser’s “don’t sell or share” signal. Zurla honors it on websites, and the ad is chosen from the page.
- ATTApp Tracking Transparency
- Apple’s prompt asking whether an app may track a person across other companies’ apps and websites. Your app shows it if you choose; Zurla reads the answer.
- Google UMPUser Messaging Platform
- Google’s consent tool for apps. If it’s yours, Zurla reads its saved answers the same way it reads any IAB consent tool.
- COPPAChildren’s Online Privacy Protection Act
- The US children’s online privacy law. Child-directed requests carry its flag: contextual ads, no advertising ID and no precise location.
Questions
Good to know.
This page is about the choices people make on your site or app. For how Zurla handles its own data, read Zurla’s privacy policy.
Does it work with my consent tool?
Yes, if it supports the IAB standards, as major consent tools do. On websites, Zurla reads your consent tool through its SDK, or your Prebid consent settings pass the reader’s choices to it. In apps, Zurla reads the IAB TCF v2.3 and GPP answers your tool saves on the device, including those from Google’s User Messaging Platform (UMP) if you use it. Zurla never replaces your consent tool.
What happens when someone says no to personalized ads?
The ad is chosen from context: on a website, from the page; in an app, from the app, the screen and the country. Buyers get no personal data and still bid, so the slot keeps earning.
Does Zurla show Apple’s tracking prompt?
No. Your app decides whether and when to show Apple’s App Tracking Transparency (ATT) prompt, which asks people whether an app may track them across other companies’ apps and websites. Zurla reads the answer. If the person declines or isn’t asked, Zurla uses no IDFA (Apple’s advertising ID) and chooses ads from context. Advertisers can still measure installs through Apple’s SKAdNetwork and AdAttributionKit, which don’t identify the person.
Can I use Zurla in an app or on pages for children?
You decide and declare your audience. Flag child-directed traffic, and Zurla follows the flag under COPPA (the US children’s online privacy law), with contextual ads and no advertising ID. Before you add ads to an app for children, check the store rules with us: Google Play’s Families policy requires ads shown to children to come from self-certified ads SDKs, and Apple’s Kids Category sets strict limits on third-party ads.
What do I need for App Store and Google Play review?
Zurla ships its own privacy manifest (a file listing what data is collected and why) inside the iOS SDK and gives you a guide to what its SDK collects for Google Play’s Data safety form. You declare your app’s data use in its privacy manifest and App Privacy details, and in your Data safety form. Review decisions stay with Apple and Google.
How are privacy choices handled on an RTB platform?
People’s privacy choices travel with every request, unchanged, and Zurla checks them for each bidder. A bidder without consent gets the request without personal data, or not at all, by your rule. Requests from children’s sites and apps carry no advertising or user IDs and no precise location, and reach just the bidders you allow.
Every choice followed.
Every slot earning.
Book a demo, and we’ll show you Zurla, a frontier model built for advertising, reading your consent tool and following every choice on your setup.