Data Passing

As of the 5.0 SDK release, MoPub provides an option for publishers to send personal data. Publisher partners must send any demographic or interest-based targeting data in the fields designated for such data, as described below.

Publisher partners must not include any personal data, including demographic or interest-based targeting data, in any fields intended for contextual targeting (that is, targeting based on the content of the app). Additionally, publishers must not send MoPub any keywords that are against the MoPub Privacy Policies.

Passing Personal Data

As of the 5.0 SDK release, the MoPub SDK exposes an additional parameter (userDataKeywords)in the ad request API for publishers to send personal data. For any other non-personal data, publisher partners must send it in the keywords parameter.

Passing Non-Personal Data

You can continue to pass contextual keywords via the keywords parameter.

Passing Keywords

Pass the keywords from your app to MoPub as a comma-separated list in the request APIs as follows:


MoPub.RequestInterstitialAd(string adUnitId, string keywords, string userDataKeywords);

Rewarded Ads

MoPub.RequestRewardedVideo(string adUnitId, List<LocalMediationSetting> mediationSettings,
                                            string keywords, string userDataKeywords,
                                            double latitude, double longitude,
                                            string customerId);

Passing Location

When personal information may be collected, MoPub Marketplace and some ad networks can use your user’s location to send more targeted ads. If your app already has location permissions (based on your obtaining appropriate consent from the end user), the MoPub SDK automatically attempts to acquire location data for ad requests. Our SDK automatically passes latitude and longitude coordinates if they are available in the app and enabled in the SDK. Specifically, location data is obtained over GPS on first use, and then in 10-minute intervals. If there is no GPS location, the last known location is preserved. Additionally, starting with v5.9.0 of the MoPub SDK, GPS location is prioritized over location data you supply from the app (that is, when both are available, the MoPub SDK uses GPS location).

If you use location in your app, but want to disable location passing to MoPub, you can use the following:



Using the same parameters described in the Passing Keywords section, target campaigns using the keyword targeting function in the Advanced Targeting dropdown.

Best Practices

When in doubt, you can always call MoPub.CanCollectPersonalInfo to determine if you should be processing any personal data. If you are using MoPub mediation, adapters have already been modified to let the mediated SDKs know whether they, too, can collect and process users’ personal data.

User Targeting

When you set up line items to serve ads, you can target users whose devices do or do not already have specific apps installed. These must be apps that you own, and you must specify the correct iTunes URL or Android package name in the MoPub UI for both the app and the line item for which you want to track conversions. We continue to support app targeting for users who have provided consent in the European Economic Area, United Kingdom, and Switzerland. To leverage this capability, you must select this option in the UI.To comply with GDPR, we will not have information about users’ apps for users who have not provided their consent.

Last updated August 28, 2021

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