Beginning from 16 January 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 publishers can do to prepare.
New IAB TCF requirement
Publishers will need to ensure that they're working with a Google-certified CMP when serving ads to users in the European Economic Area or the UK. 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 aren't 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.
If you work with an existing CMP that isn't included on the following list of Google-certified CMPs, please contact your CMP to understand if they intend to be certified.
Google-certified CMPs
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
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.
- Later this year: 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'll follow up with more details regarding timing later this year.
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, in the coming weeks we'll make available a list of Google-certified CMPs.
- Publishers using Google’s Privacy & messaging GDPR user consent messages: We encourage publishers to consider which CMP solution is best for them. To support publishers, the GDPR user consent messages available to Ad Manager, AdSense and AdMob publishers in the Privacy & messaging tab will be certified against 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 GDPR message for apps (Ad Manager, AdMob).
