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GDPR 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 personalisation 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 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 (EEA), the UK or Switzerland.

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 that 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 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.

Additionally, please note the following:

  • Fallback behaviour: If a partner does not adopt a certified CMP, only programmatic limited ads will be eligible to serve in the EEA, the UK and/or Switzerland. Traffic using a certified CMP will continue to be eligible for personalised ads or non-personalised ads (NPA).
  • CTV inventory: Beginning July 2024, our consent management requirements will apply to CTV inventory.

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 AdSense’s integration in our publisher integration help centre 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 standardised 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)167Web and app
Adevinta Spain S.L.U. CMP (Private)129Web
adjoe GmbH CMP (Private)409App
AdMetricsPro CMP77Web
Admiral CMP9Web
AdOcean CMP104Web and app
Adtelligent Inc. CMP396Web
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
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 sp. z o.o. (Private)434Web
CHEQ Privacy CMP224Web
Ciao people s.r.l. CMP (Private)58Web
Clickio CMP63Web
Clym Inc.213Web
Commanders Act CMP90Web and app
Complianz CMP332Web
Consentmanager CMP31Web, app and CTV
Cookie Information CMP162Web
Cookie Script CMP374Web
Cookiebot CMP134Web
CookieFirst CMP382Web
CookieHub CMP354Web
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
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
Ezoic CMP299Web
Fandom CMP (Private)141Web
Farlex CMP (Private)282Web
Flexy Consent317Web 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 CMP303Web and app
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
Lawwwing CMP405Web
Learnings CMP387App
legal web GmbH410Web
Legally ok CMP420Web
Liveramp CMP3Web and app
Match Group LLC CMP (Private)415App
MBEX LTD CMP (Private)414App
Mediavine CMP46Web
Meru Data CMP437Web
Microsoft Corporation CMP (Private)198App CMP (Private)306Web and app
Moonee Publishing LTD CMP (Private)421App
Mozilor Limited (Trading as WebToffee)404Web
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
OptAd360 CMP305Web
Osano CMP279Web
Outfit7 CMP (Private)348App
Overwolf Ltd. CMP (Private)246App
Paruvendu CMP (Private)222Web
PrivacyPillar CMP335Web
Pubtech CMP352Web and app
Real Cookie Banner CMP367Web
Ringier Axel Springer Polska (Private)280Web and app
RTP SA CMP (Private)193Web
Secure Privacy CMP264Web
Securiti, Inc. CMP312Web
Setupad CMP379Web
Seven.One Entertainment Group GmbH CMP (Private)318Web, app and CTV CMP247Web
SFBX CMP2Web and app
SFR CMP (Private)79Web and app
Sibbo CMP76Web, app and CTV
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
Trustarc CMP47Web
TVP S.A. CMP (Private)351Web and app
Ultimate GDPR and CCPA Plugin by createIT CMP408Web
Uniconsent CMP68Web and app
UserCentrics CMP5Web, app and CTV
Viber Media CMP (Private)171App
WebAds CMP236Web 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
Beginning January 16, 2024, if a partner does not adopt a Google-certified CMP, no 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 or non-personalized ads (NPA).
Consent management requirements for Search Ads publishers (AFS/AFD/ProSE)

Beginning from 1 February 2024, we will begin enforcing new consent management requirements for partners using our Search Ads publisher products (AdSense for Search, AdSense for Domains or Programmable Search Engine). Publishers may meet those requirements by implementing a certified CMP that integrates with IAB Europe’s Transparency and Consent Framework (TCF) to collect consent when serving ads to users in the European Economic Area (EEA) or the UK.

Once enforcement begins, if you send our Search Ads publisher products an ad request for EEA or UK traffic and it does not use a Google-certified TCF CMP, the product will serve ads only if you have implemented a new parameter in your ad request that indicates that you wish to allow ads that use an invalid traffic-only cookie and local storage on both consented and unconsented traffic. Partners are legally responsible for the tools they use to gather consent, including consent for how they use cookies and local storage in online advertising. Implementing this parameter is optional. You should consider whether to implement the new parameter, taking into account legal advice, relevant regulations and applicable regulator guidance. You can learn more about implementing the new parameter called 'ivt' via the AdSense Customised Search Ads for Web developer site, beginning from 10 January 2024.

Partners who choose to implement the new parameter instead of a certified CMP may see a decrease in their EEA and UK revenue. If neither a Google-certified TCF CMP nor the new parameter is present, then our Search Ads publisher products will not serve any ads. As a reminder, as at November 2023, we have begun the process of no longer serving personalised ads.


  • 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 from 16 January 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). 

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