Limited ads provide a way for publishers to respect user privacy, while still maintaining a revenue stream from advertising. However, it's worth noting that limited ads typically have lower CPMs (cost per thousand impressions) compared to personalized ads, as they are less targeted and thus potentially less effective for advertisers.

Limited ads are a concept introduced by Google in response to privacy regulations like the General Data Protection Regulation (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in the United States. These regulations aim to protect user privacy by limiting how personal data is collected and processed.

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