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European regulations overview and guidance

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

To comply with the EU User Consent Policy, partners using our publisher products—Google AdSense, Ad Manager, or AdMob—are required to use a consent management platform (CMP) that has been certified by Google and integrates with the IAB's Transparency and Consent Framework (TCF) when serving personalized ads to users in the following regions:

  • EEA and UK: As of 16 January 2024, a certified CMP integrated with the TCF is required when serving personalized ads to users in the EEA and UK.
  • Switzerland: As of 31 July 2024, a certified CMP integrated with the TCF is required when serving personalized ads to users in Switzerland.

Review the following information to understand these requirements.

Publishers should review the list of certified CMPs and decide which CMP is most suitable for them taking into account the location of their traffic and the functionality offered by each CMP.

IAB TCF requirement

Publishers will need to ensure they are working with a certified CMP when serving personalized ads to users in the EEA, the UK, or Switzerland. Certified CMPs are assessed by Google against 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 certified CMPs. Google does not check CMPs for full compliance with the TCF or applicable privacy laws.

Additionally, please note the following:

  • Certified CMP traffic: Only traffic from a certified CMP is eligible for personalized ads. Traffic from a certified CMP will continue to be eligible for personalized ads, non-personalized ads, and limited ads (including programmatic limited ads) where supported.

  • Traffic from a non-certified CMP: Traffic from a non-certified CMP may be eligible for non-personalized ads or limited ads (including programmatic limited ads) where supported. 
  • 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 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 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.
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 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 certified CMPs

Certified CMP TCF CMP ID Platform
1&1 Mail & Media GmbH CMP (Private)167Web and app
adjoe GmbH CMP (Private)409App
Adlane LTD CMP396Web
AdMetricsPro CMP77Web
Admiral CMP9Web
AdOcean CMP104Web and app
AdOpt430Web
Alma CMP (Private)84Web and app
ALPRED SL CMP (Private)237Web and app
Appodeal Inc CMP432App
Associated Newspapers Ltd CMP27Web and app
Automattic, Inc. CMP (Private)258App
AutoScout24 GmbH CMP (Private)397Web
AVACY CMP297Web
Axel Springer Deutschland GmbH CMP (Private)345Web and app
Axeptio260Web and app
Blasting SA CMP (Private)292Web
Borlabs Cookie CMP323Web
BurdaForward GmbH CMP (Private)35Web and app
CCM19 CMP343Web
Ceneo.pl sp. z o.o. (Private)434Web
CHEQ Privacy CMP224Web
Ciao people s.r.l. CMP (Private)58Web
CIVIC COMPUTING LTD CMP259Web
Clickio CMP63Web
Clym Inc.213Web
Commanders Act CMP90Web and app
Complianz CMP332Web
Consentmanager CMP31Web, app, and CTV
Consentmo435Web
Conzent ApS446Web
Cookie Information CMP162Web
Cookie Script CMP374Web
Cookiebot CMP134Web
CookieFirst CMP382Web
CookieHub CMP354Web
CookieMan429Web
CookieYes CMP401Web
Dailymotion CMP (Private)105Web and app
DataReporter GmbH CMP426Web
Deezer CMP (Private)59Web and app
Didomi CMP7Web, app, and CTV
DPG Media CMP (Private)411Web and app
Easybrain CMP (Private)350App
Ebay CMP (Private)125Web and app
eBay Kleinanzeigen GmbH CMP (Private)309Web and app
Ekspress Meedia AS CMP (Private)363Web
Enzuzo, Inc.418Web
Ethyca Inc CMP407Web and app
Ezoic CMP299Web
Fandom CMP (Private)141Web
Farlex CMP (Private)282Web
FastCMP388Web
Flexy Consent317Web
freenet.de GmbH CMP (Private)385App
FunCorp CMP (Private)327App
Geek Software GmbH CMP (Private)423Web
Google LLC CMP300Web and app
Gravito CMP302Web and app
Grupa RMF CMP (Private)330Web
Guardian News and Media CMP (Private)112Web
Healthline CMP (Private)227Web
illow CMP406Web
ILOVEPDF SL CMP (Private)417Web
Impala CMP (Private)303App
Infor Biznes Sp. Z o.o. CMP (Private)294Web
InMobi Choice CMP10Web and app
Interia CMP (Private)231Web and app
Internetowy Dom Mediowy net S.A. CMP (Private)225Web
Iubenda CMP123Web and app
Kayak Software Corporation CMP (Private)413Web
Ketch CMP340Web and app
Kixell Tag443Web
Lawwwing CMP405Web
Learnings CMP387App
legal web GmbH410Web
LegalBlink428Web
Legally ok CMP420Web
Marfeel Solutions S.L181Web
Match Group LLC CMP (Private)415App
MBEX LTD CMP (Private)414App
Mediavine CMP46Web
Meru Data CMP437Web
Microsoft Corporation CMP (Private)198App
mobile.de CMP (Private)306Web and app
Moonee Publishing LTD CMP (Private)421App
Multimedia Internet Services GmbH316Web
My Agile Privacy CMP403Web
Network SAS di Andrea Bettoni & co425Web
NextRoll, Inc CMP54Web
NitroPay CMP242Web
One Consent CMP273App
Onesecondbefore B.V. CMP355Web and app
Onetrust / Cookiepro CMP28Web, app, and CTV
Osano CMP279Web
Outfit7 CMP (Private)348App
Overwolf Ltd. CMP (Private)246App
Pandectes CMP445Web
Paruvendu CMP (Private)222Web
Podravka d.d. CMP (Private)441Web
PrivacyPillar CMP335Web
Privado Inc. CMP440Web
Pubtech CMP352Web and app
RCS CMP218Web
Real Cookie Banner CMP367Web
Ringier Axel Springer Polska (Private)280Web and app
Secure Privacy CMP264Web
Securiti, Inc. CMP312Web
Setupad CMP379Web
Seven.One Entertainment Group GmbH CMP (Private)318Web, app, and CTV
Seznam.cz CMP247Web
SFBX CMP2Web, app, and CTV
SFR CMP (Private)79Web and app
Sibbo CMP76Web, app, and CTV
Singlespot212App
Sirdata CMP92Web
Skyscanner UK Limited CMP (Private)419Web
Snigel Adconsent CMP229Web
Social Shopping Group GmbH CMP (Private)438Web
Société Éditrice du Monde (Private)371Web and app
Sourcepoint Dialogue CMP6Web, app, and CTV
Springer Nature AG & Co. KGAA CMP (Private)416Web
Syrenis Limited CMP200Web
Termly CMP412Web
Traffective CMP21Web and app
Transcend CMP399Web and app
Tri-table Sp. z o.o. CMP61Web
TRUENDO CMP304Web
Trustarc CMP47Web
TVP S.A. CMP (Private)351Web and app
Uniconsent CMP68Web and app
UserCentrics CMP5Web, app, and CTV
Viber Media CMP (Private)171App
WebAds CMP236Web
WebToffee GDPR Cookie Consent404Web
wetter.com GmbH CMP (Private)329App
Wirtualna Polska Media S.A. CMP72Web and app
X-FLOW LTD CMP (Private)436App
Yahoo EMEA CMP (Private)14Web and app

Next steps

  • Publishers already working with a CMP:  If you work with an existing CMP that is not included on the list of certified CMPs, please contact your CMP to understand if they intend to be certified.
  • 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 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 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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