There are several different paths you can choose from to obtain consent from your users in the EEA and the UK and comply with Google’s EU Consent policy. You may build your own consent solution or integrate directly with the IAB TCF v2.0 framework.
You can build your own consent solution or use a CMP that isn't certified by IAB. Then, deploy it on your pages.
Google is introducing support for the IAB Transparency and Consent Framework v2.0 across our sell-side ads products (Ad Manager, AdMob, AdSense).