Ad Manager and Ad Exchange program policies

IAB Transparency and Consent Framework v2.0

IAB Europe has finalized v2.0 of its Transparency and Consent Framework developed with IAB Tech Lab and mutual member companies. Google will be integrating with v2.0. Our launch timing is in line with the IAB’s timeline for switching over fully from TCF v1.1 to v2.0, which we currently understand as by end of Q1 2020. We will provide greater detail on our integration approach in the coming months.

What to know before registering

If you are integrating with the IAB TCF v2.0, please review the information below about how Google will interoperate with the IAB TCF v2.0 based on the content of the IAB TCF v2.0’s Transparency & Consent (TC) string. Google may update this information from time to time.

For simplicity, we use the phrase “Google will work with you via the TCF v2.0” below to encompass several aspects of interoperability via the TCF v2.0, including but not limited to:

  • Bidding on bid requests Google receives
  • Sending bid requests from publishers using Google to bidders
  • Allowing third-party ad tracking and third-party ad serving to occur

Google Policies

The interoperability guidance below is intended to reflect Google's existing policy requirements, in particular the requirements of Google's EU User Consent Policy and our policies against fingerprinting for identification (for example, those contained in our Requirements for Third Party Ad Serving). Please note that our policies continue to apply and are more restrictive than TCF v2.0 in some cases.

Purposes

For each purpose below, for Google to work with you via the TCF v2.0, the TC string must indicate that consent has been granted by, or legitimate interest has been established with, the user (as applicable).

Store and/or access information on a device (Purpose 1)

If you use cookies, mobile ad identifiers, or other local storage, Google will work with you via TCF v2.0 if you are registered for consent for purpose 1.

In some jurisdictions, for example Germany and Norway, in certain situations, consent for Purpose 1 may not be asked for by the publisher via the CMP and, so long as the TC string appropriately represents this, Google will interoperate in those situations. In line with our EU User Consent Policy, this position is subject to change based on legal developments and evolving regulator guidance.

Select basic ads (Purpose 2)

Google will work with you via TCF v2.0 if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 2.

Create a personalised ads profile and select personalised ads (Purposes 3 and 4)

Google will work with you via TCF v2.0 if you are registered for ‘consent’ for purposes 3 and 4, so long as the TC string indicates that the user has granted consent for both those purposes.

Google will also work with you via TCF v2.0 if you are registered for ‘not used’ for these purposes, except for when the user has not consented to personalized ads via RTB (see note at the end of this section).

If you are registered for ‘legitimate interest’ for purposes 3 and/or 4:

  • If the TC string indicates ad personalization (purposes 3 and/or 4) is permitted under legitimate interest, Google will not work with you via TCF v2.0.
  • If the TC string indicates no ad personalization is permitted, Google will work with you via TCF v2.0, except for via RTB (see note at the end of this section).

If you are registered for ‘consent or legitimate interest as a legal basis’ for purposes 3 and/or 4:

  • If there are no publisher restrictions, Google will work with you via TCF v2.0 so long as your default legal basis is consent.
  • If there are publisher restrictions:
    • If the publisher restriction is for you to operate on the basis of consent, Google will work you via TCF v2.0 in that circumstance.
    • If the publisher restriction is for you to operate on the basis of legitimate interest, Google will not work with you via TCF v2.0 in that circumstance.

Note that, for RTB only, if the TC string indicates that the user has not granted consent for purposes 3 and 4, Google will not pass a bid request to your bidder in those circumstances, irrespective of your registration. This is consistent with our treatment of non-personalized ads for RTB today.

Create a personalised content profile and select personalised content (Purposes 5 and 6)

Google will work with you via TCF v2.0 if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purposes 5 and/or 6.

Measure ad performance (Purpose 7)

Google will work with you via TCF v2.0 if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 7.

Measure content performance (Purpose 8)

Google will work with you via TCF v2.0 if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 8.

Apply market research to generate audience insights (Purpose 9)

Google will work with you via TCF v2.0 if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 9.

Develop and improve products (Purpose 10)

Google will work with you via TCF v2.0 if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 10.

Special Purposes

Ensure security, prevent fraud, and debug (Special Purpose 1)

Google will work with you via TCF v2.0 if you are registered for ‘legitimate interest’ or ‘not used’ for special purpose 1.

Technically deliver ads or content (Special Purpose 2)

Google will work with you via TCF v2.0 if you are registered for ‘legitimate interest’ or ‘not used’ for special purpose 2.

Features

Match and combine offline data sources (Feature 1)

Google will work with you via TCF v2.0 if you register for feature 1, so long as appropriate disclosure has been provided to the user.

Link different devices (Feature 2)

Google will work with you via TCF v2.0 if you register for feature 2, so long as appropriate disclosure has been provided to the user.

Receive and send automatically sent device characteristics for identification (Feature 3)

Google will work with you via TCF v2.0 if you are registered for feature 3. However, we remind you that our policies prohibit fingerprinting for identification (e.g., Requirements for Third Party Ad Serving), and we require that you adhere to our policies, which can be more restrictive than the TCF v2.0 in some cases, whenever you work with us.

We actively enforce our policies and we're continuing to invest in technology to detect fingerprinting on our platforms.

Special Features

Use precise geolocation data (Special Feature 1)

Google will work with you via TCF v2.0 if you register for this feature, so long as appropriate disclosure has been provided to the user and users appropriately opt-in to special feature 1.

Actively scan device characteristics for identification (Special Feature 2)

If the TC string indicates that a user has opted in to this special feature:

  • Google will not work with you via TCF v2.0 if you registered for special feature 2.

If the TC string indicates a user has not opted in to this special feature:

  • Google will work with you via TCF v2.0 if you registered for special feature 2 (because, when the user has not opted in, the TC string itself indicates that processing under this special feature cannot take place)

We remind you that our policies prohibit fingerprinting for identification (e.g., Requirements for Third Party Ad Serving), and we require that you adhere to our policies, which can be more restrictive than the TCF v2.0 in some cases, whenever you work with us.

We actively enforce our policies and we're continuing to invest in technology to detect fingerprinting on our platforms.

Macro requirements

The IAB TCF v2.0 requires use of a macro in pixel URLs on creatives to indicate where in the URL the TC string should be inserted and sent onwards, as well as to identify which vendors are present. Consistent with TCF v2.0 requirements, Google requires this macro to be present. Please ensure advertisers you work with properly include this macro, as ad serving may be interrupted if it is not present.

If you have questions about Google’s IAB TCF v2.0 integration, please contact us via this form.

For any help or support with TCF v2.0 registration in general, independent of Google’s integration, please email IAB Europe at framework@iabeurope.eu.

FAQs

Will Google require consent for cookies after IAB TCF v2.0 integration? 

We will continue to require compliance with our EU User Consent Policy. This includes a requirement for consent to cookies (or other local storage), where legally required.

Is there any immediate impact on Google’s ads products?

No, there is no immediate impact. We are working through the full technical integration details and will provide more information in the coming months.

Can publishers continue to work with vendors that are not registered on the Global Vendor List (GVL) after Google’s integration is complete?

Yes, we will continue to support ad technology providers that are selected in the existing publisher controls. We’ll share more details on how this will work in the coming months.
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