Google recently announced new consent management platform (CMP) requirements for serving ads in the European Economic Area (EEA) and the United Kingdom.
According to the new requirements, all partners who use Google’s products – Google AdSense, Ad Manager, or AdMob — will need to employ a Google-certified CMP that integrates with IAB Europe’s Transparency and Consent Framework (TCF) in order to serve ads in the EEA and UK.
Confused? We don’t blame you.
That’s why we created this article – to help you navigate through the process and understand what exactly is going on and how it’s affecting you.
What’s a Consent Management Platform?
Before understanding what’s changing, it’s important to understand what a consent management platform is.
A CMP is a software solution used by publishers to inform and obtain legal consent from users to process their data.
CMPs operate by displaying notifications to users when they visit a website, informing them about how their data will be used.
The growing relevance and need of CMPs is directly tied to the advent of privacy regulations like the General Data Protection Regulation (GDPR) in Europe and the Children’s Online Privacy Protection Act (COPPA) in California.
CMPs help publishers comply with privacy laws by managing user consent in a transparent, user-friendly, and legally compliant manner.
What’s Changing
Starting “later this year” (Google has yet to set a firm date), publishers using Google publisher products will need to use a Google-certified CMP that integrates with the TCF when serving ads to users in the EEA or the UK.
This new requirement is a continuation of Google’s consent policy launched in 2020, when it integrated its ad systems with the IAB Europe’s TCF.
The idea behind the move is to bring consistency to the industry’s approach to user consent, providing a standardized system to manage user transparency and consent.
Google’s new requirement comes on the heels of IAB Europe’s announcement finalizing TCF V2.2, which enhances the consistency of the online advertising consent experience.
What it Means for Publishers
- Publishers already working with a CMP: Talk with your CMP provider and make sure they are Google-certified.
- Publishers with their own CMP: You can apply to have your own CMP registered with Google.
- Publishers who need to find a CMP: Make sure you choose from the list of Google-certified CMPs above.
Our Recommendation
As a Google Certified Publishing Partner (GCPP) and Google AdX Partner, Adnimation offers the advantage of helping publishers seamlessly adhere to Google’s policy requirements.
This means you can focus on what you do best – creating and delivering quality content – while we handle the technicalities of user consent management.
Contact us today for a free consultation and learn how we can help ensure that you are in compliance with all of Google’s privacy regulations.
