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European regulations overview and guidance

Publisher EU user consent journeys

There are several different paths you can choose from to obtain consent from your users in the EEA, the UK, and Swtizerland and comply with Google’s EU Consent policy. You may build your own consent solution, use Google’s Funding Choices consent management platform, or integrate directly with the IAB TCF v2.2 framework.

1. Publisher builds their own consent solution or uses a CMP that isn't certified by IAB

You can build your own consent solution or use a CMP that isn't certified by IAB. Then, deploy it in your apps. 

Review the help center documentation to learn how you can manage the ad technology providers in your apps and how you can control personalization in our ad tags.

2. Publisher uses Privacy & messaging

Privacy & messaging is a consent management tool in AdMob that can help you use the IAB Transparency and Consent Framework v2.2 with the EU General Data Protection Regulation (GDPR).

Learn more about Privacy & messaging

3. Publisher uses an IAB-certified CMP

Google is introducing support for the IAB Transparency and Consent Framework v2.2 across our sell-side ads products (Ad Manager, AdMob, AdSense).

Learn more about implementing the IAB TCF v2.2


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Show your support to promote DEI in Gaming by turning intentions into action!

Check out the newly launched Diversity in Gaming website, where you can find video stories and written pledges from global gaming developers. This campaign centers on 3 pillars: diverse teams, diverse games and diverse audiences showing how diversity is not just good for gamers, but for business as well. Show your support by taking the pledge to promote DEI in Gaming and share it on social!

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