[April 2024 update] Beginning in July 2024, Google’s TCF requirements will apply to connected TV (CTV) inventory and to Swiss traffic. Earlier this year, we announced that from 16 January 2024 Google Ads will no longer show personalised ads on EEA or UK Google web and app publisher partner inventory that do not comply with the IAB’s TCF requirement using a Google-certified CMP. Google is expanding the application of these requirements to CTV inventory and Swiss inventory.
What does this mean for Google Ads? From 31 July 2024, Google Ads will also no longer show personalised ads on EEA, UK and Swiss Google web, app and CTV publisher partner inventory that do not comply with the IAB’s TCF requirement using a Google-certified CMP. No action is required from ad buyers, advertisers and agencies. We believe these efforts will contribute to consistent consent standards across Europe.
Earlier this year, we introduced a new requirement for Consent Management Platforms (CMPs) working with our web and app publisher and developer partners that serve ads in the European Economic Area (EEA) and the UK. Beginning from 16 January 2024, all publisher partners using Google AdSense, Ad Manager, AdMob or platforms supporting Google bidding will be required to use a Google certified CMP that integrates with the IAB Europe’s Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area or the UK.
What does this mean for Google Ads? Beginning from 16 January 2024, Google Ads will no longer bid on this EEA or UK Google publisher partner web and app personalised ads inventory sources that do not comply with the IAB’s TCF requirement using a Google certified CMP. This means that while no action is required from ad buyers, advertisers and agencies can be confident that their ads will serve on websites and apps, including those via exchanges, that meet consent requirements. We plan to share additional information and timelines by the end of year.
We believe these efforts will contribute to the ongoing evolution of user privacy, support a more privacy-conscious digital advertising ecosystem and continue to deliver performance.
Posted by Carmen Jia, Group Product Manager, Privacy & Regulations