Beginning January 16, 2024, publishers and developers using Google AdSense, Ad Manager, or AdMob will be required to use a Consent Management Platform (CMP) that has been certified by Google and has integrated with the IAB's Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area or the UK.
Review the following information to understand this new requirement, the timing of these changes, and what CMPs can do to prepare.
New consent requirements for CMPs
Google-certified CMPs are assessed by Google against Google certification criteria focused on TCF compliance. If publishers using the TCF also work with ad technology providers that are not registered with the TCF, Google supports that today—through our Additional Consent specification—and will continue to do so. Our CMP assessments will check that CMPs supporting our Additional Consent specification can do so correctly. Successful review of a CMP against the Google-certification criteria will make that CMP available in our list of Google-certified CMPs. Google does not check CMPs for full compliance with the TCF or applicable privacy laws.
Publishers and developers using Google AdSense, Ad Manager, or AdMob who serve ads to users in the European Economic Area (EEA) and/or the UK will be required to use a Google-certified CMP that integrates with the TCF when serving ads to users in the European Economic Area or the UK.
Additionally, please note the following:
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Web and app fallback behavior: If a partner does not adopt a Google-certified CMP, only limited ads will be eligible to serve. Traffic from a Google-certified CMP will continue to be eligible for personalized ads, non-personalized ads (NPA), or limited ads.
- App off-platform versus on-platform: Our consent requirements apply to both on- and off-platform mediation.
- CTV inventory: At this time, our consent management requirements do not apply to CTV inventory.
CMP certification process
We are actively working with CMPs to onboard them as Google-certified as quickly as possible. CMPs can register their interest with Google to be certified and we will contact you to explain the next steps.
To register your interest in certification, submit this form.
Timeline
- May 2023 and onward: Google has begun the process of certifying CMPs that work with our publishing partners. Google will work with CMPs to certify them against the certification criteria.
- Beginning January 16, 2024: Publishers and developers using Google AdSense, Ad Manager, or AdMob will be required to use a Google-certified TCF CMP when serving ads to EEA and UK users. We will follow up with more details regarding timings.
Next steps
- Register your interest: Submit this form to register your interest in certification.
