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GDPR overview and guidance

New Google consent management requirements for serving ads in the EEA and UK (for CMPs)

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:

  • 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.
In 2020, we integrated our ads systems with the TCF. You can learn more about IAB TCF and AdMob’s integration in our publisher integration help center article. The new IAB TCF requirement is a continuation of our 2020 commitment to support industry efforts aimed at managing user transparency and consent through a standardized framework.

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.


  • 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.
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