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European regulations overview and guidance

New Google consent management requirements for serving ads in the EEA, the UK, and Switzerland (for publishers)

From 31 July 2024, partners using Google advertising products will be required to obtain Swiss users’ consent to the use of cookies or other local storage, where legally required; and the collection, sharing and use of personal data for personalization of ads.

To comply with the EU User Consent Policy, partners using our publisher products — Google AdSense, Ad Manager, or AdMob — will be required to use a certified CMP that integrates with the TCF when serving ads to users in Switzerland, in addition to the EEA and the UK.

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 these new requirements, the timing of these changes, and what publishers can do to prepare.

New IAB TCF requirement

Publishers will need to ensure they are working with a Google-certified CMP when serving ads to users in the European Economic Area (EEA), the UK, or Switzerland. 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.

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.
  • CTV inventory: Earlier this year, we shared that a certified CMP would also be required for CTV inventory, with enforcement planned for July 2024.

    In light of publisher feedback about the challenges of implementing the TCF in a CTV environment, we are granting an enforcement extension until July 2025. Please note that regulatory requirements around privacy and consent frequently develop, so we may need to revisit this extension prior to July 2025 if necessary. As such, we continue to encourage our CTV partners to adopt a certified CMP as soon as they are able.

If you work with an existing CMP that is not included on the following list of Google-certified CMPs, please contact your CMP to understand if they intend to be certified.

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.
Google-certified CMPs
We continue to certify CMPs and we encourage publishers to check this list regularly.

Guide to the information in this list

  • Certified CMP: The name of the Google-certified CMP.
  • TCF CMP ID: The unique identifier assigned to a TCF-validated CMP by the IAB.
  • Platform: The environments in which the CMP offers support and in which Google has certified the CMP.

List of Google-certified CMPs

Certified CMP TCF CMP ID Platform
1&1 Mail & Media GmbH CMP (Private) 167 Web and app
Adevinta Spain S.L.U. CMP (Private) 129 Web
adjoe GmbH CMP (Private) 409 App
AdMetricsPro CMP 77 Web
Admiral CMP 9 Web
AdOcean CMP 104 Web and app
AdOpt 430 Web
Adtelligent Inc. CMP 396 Web
Alma CMP (Private) 84 Web and app
ALPRED SL CMP (Private) 237 Web and app
Appodeal Inc CMP 432 App
Associated Newspapers Ltd CMP 27 Web and app
Automattic, Inc. CMP (Private) 258 App
AutoScout24 GmbH CMP (Private) 397 Web
AVACY CMP 297 Web
Axel Springer Deutschland GmbH CMP (Private) 345 Web and app
Axeptio 260 Web and app
Blasting SA CMP (Private) 292 Web
Borlabs Cookie CMP 323 Web
BurdaForward GmbH CMP (Private) 35 Web and app
CCM19 CMP 343 Web
Ceneo.pl sp. z o.o. (Private) 434 Web
CHEQ Privacy CMP 224 Web
Ciao people s.r.l. CMP (Private) 58 Web
CIVIC COMPUTING LTD CMP 259 Web
Clickio CMP 63 Web
Clym Inc. 213 Web
Commanders Act CMP 90 Web and app
Complianz CMP 332 Web
Consentmanager CMP 31 Web, app, and CTV
Consentmo 435 Web
Cookie Information CMP 162 Web
Cookie Script CMP 374 Web
Cookiebot CMP 134 Web
CookieFirst CMP 382 Web
CookieHub CMP 354 Web
CookieMan 429 Web
CookieYes CMP 401 Web
Dailymotion CMP (Private) 105 Web and app
DataReporter GmbH CMP 426 Web
Deezer CMP (Private) 59 Web and app
Didomi CMP 7 Web, app, and CTV
DPG Media CMP (Private) 411 Web
Easybrain CMP (Private) 350 App
Ebay CMP (Private) 125 Web and app
eBay Kleinanzeigen GmbH CMP (Private) 309 Web and app
Ekspress Meedia AS CMP (Private) 363 Web
Enzuzo, Inc. 418 Web
Ethyca Inc CMP 407 Web
Ezoic CMP 299 Web
Fandom CMP (Private) 141 Web
Farlex CMP (Private) 282 Web
FastCMP 388 Web
Flexy Consent 317 Web
freenet.de GmbH CMP (Private) 385 App
FunCorp CMP (Private) 327 App
Geek Software GmbH CMP (Private) 423 Web
Google LLC CMP 300 Web and app
Gravito CMP 302 Web and app
Grupa RMF CMP (Private) 330 Web
Guardian News and Media CMP (Private) 112 Web
Healthline CMP (Private) 227 Web
illow CMP 406 Web
ILOVEPDF SL CMP (Private) 417 Web
Impala CMP 303 Web and app
Infor Biznes Sp. Z o.o. CMP (Private) 294 Web
InMobi Choice CMP 10 Web and app
Interia CMP (Private) 231 Web and app
Internetowy Dom Mediowy net S.A. CMP (Private) 225 Web
Iubenda CMP 123 Web and app
Kayak Software Corporation CMP (Private) 413 Web
Ketch CMP 340 Web and app
Lawwwing CMP 405 Web
Learnings CMP 387 App
legal web GmbH 410 Web
LegalBlink 428 Web
Legally ok CMP 420 Web
Liveramp CMP 3 Web and app
Match Group LLC CMP (Private) 415 App
MBEX LTD CMP (Private) 414 App
Mediavine CMP 46 Web
Meru Data CMP 437 Web
Microsoft Corporation CMP (Private) 198 App
mobile.de CMP (Private) 306 Web and app
Moonee Publishing LTD CMP (Private) 421 App
Mozilor Limited (Trading as WebToffee) 404 Web
Multimedia Internet Services GmbH 316 Web
My Agile Privacy CMP 403 Web
Network SAS di Andrea Bettoni & co 425 Web
NextRoll, Inc CMP 54 Web
NitroPay CMP 242 Web
One Consent CMP 273 App
Onesecondbefore B.V. CMP 355 Web and app
Onetrust / Cookiepro CMP 28 Web, app, and CTV
OptAd360 CMP 305 Web
Osano CMP 279 Web
Outfit7 CMP (Private) 348 App
Overwolf Ltd. CMP (Private) 246 App
Paruvendu CMP (Private) 222 Web
Podravka d.d. CMP (Private) 441 Web
PrivacyPillar CMP 335 Web
Privado Inc. CMP 440 Web
Pubtech CMP 352 Web and app
RCS CMP 218 Web
Real Cookie Banner CMP 367 Web
Ringier Axel Springer Polska (Private) 280 Web and app
RTP SA CMP (Private) 193 Web
Secure Privacy CMP 264 Web
Securiti, Inc. CMP 312 Web
Setupad CMP 379 Web
Seven.One Entertainment Group GmbH CMP (Private) 318 Web, app, and CTV
Seznam.cz CMP 247 Web
SFBX CMP 2 Web and app
SFR CMP (Private) 79 Web and app
Sibbo CMP 76 Web, app, and CTV
Singlespot 212 App
Sirdata CMP 92 Web
Skyscanner UK Limited CMP (Private) 419 Web
Snigel Adconsent CMP 229 Web
Social Shopping Group GmbH CMP (Private) 438 Web
Société Éditrice du Monde (Private) 371 Web and app
Sourcepoint Dialogue CMP 6 Web, app, and CTV
Springer Nature AG & Co. KGAA CMP (Private) 416 Web
Syrenis Limited CMP 200 Web
Termly CMP 412 Web
Traffective CMP 21 Web and app
Transcend CMP 399 Web and app
Tri-table Sp. z o.o. CMP 61 Web
TRUENDO CMP 304 Web
Trustarc CMP 47 Web
TVP S.A. CMP (Private) 351 Web and app
Ultimate GDPR and CCPA Plugin by createIT CMP 408 Web
Uniconsent CMP 68 Web and app
UserCentrics CMP 5 Web, app, and CTV
Viber Media CMP (Private) 171 App
WebAds CMP 236 Web
wetter.com GmbH CMP (Private) 329 App
Wirtualna Polska Media S.A. CMP 72 Web and app
X-FLOW LTD CMP (Private) 436 App
Yahoo EMEA CMP (Private) 14 Web and app
Beginning January 16, 2024, if a partner does not adopt a Google-certified CMP, only limited ads will be eligible to serve on EEA and UK traffic. Traffic from a Google-certified CMP will continue to be eligible for personalized ads, non-personalized ads (NPA), or limited ads.

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: In addition to our EU user consent policy, 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. We will follow up with more details regarding timing.

Next steps

  • Publishers already working with a CMP: To ensure a smooth transition, publishers currently working with a CMP should proactively talk with their provider about the certification process. 
  • Publishers with their own CMP: Publishers who have their own CMPs can register their interest in completing certification for their CMP. Learn more about CMP certification
  • Publishers who need to find a CMP: For publishers seeking a new CMP partner, they can consider the list of Google-certified CMPs above. We will regularly add other CMPs as they become certified.
  • Publishers using Google’s Privacy & messaging European regulations messages: We encourage publishers to consider which CMP solution is best for them. To support publishers, the European regulations message available to Ad Manager, AdSense, and AdMob publishers in the Privacy & messaging tab are certified in accordance with the new TCF requirement. Learn more about Privacy & Messaging GDPR support and integration with TCF
    • App publishers: In addition to the features above, Google offers app publishers the User Messaging Platform (UMP) SDK. Learn more about adding the Google User Messaging Platform (UMP) SDK to your apps (Ad Manager, AdMob) and creating a European regulations message for apps (Ad Manager, AdMob).
  • Publishers of child-directed apps: Regardless of consent signals, Google will not serve personalized ads to users if the publisher has indicated that a child is present, if the content has been labeled by a publisher as child-directed, or if Google has other signals to indicate that a child is present. For apps that comply with the Google Play Families policies, this treatment is automatically applied.
    • Publishers that are using the User Messaging Platform (UMP) SDK (Android, iOS) are responsible for tagging an ad request from an app as being from users under the age of consent with the TFUA signal using the UMP SDK to suppress GDPR-related user messages.
    • Review the Developers documentation on how to keep or remove the child flag in the UMP SDK (Android, iOS).
    • Publishers that are using another Google-certified CMP should work with their CMP provider to understand how to suppress or manage messages for users under age of consent.

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