Starting from January 16, 2024, publishers and developers using Google AdSense, Ad Manager, or AdMob will be required to adhere to new consent management requirements for serving ads to users in the European Economic Area (EEA) or the United Kingdom (UK). These requirements involve using a Consent Management Platform (CMP) certified by Google and integrated with the Interactive Advertising Bureau’s (IAB) Transparency and Consent Framework (TCF). This article will explore the details about Google’s new ad consent rules. We will understand their timeline and the necessary steps that publishers should take to ensure compliance. Let’s dive in!
New IAB TCF requirement
To serve ads to users in the EEA or UK, publishers must work with a Google-certified CMP. Google assesses these CMPs against specific certification criteria focused on TCF compliance.
While publishers using the TCF can also collaborate with ad technology providers not registered with the TCF, Google will only check whether CMPs supporting their Additional Consent specification comply correctly. It’s important to note that Google does not verify CMPs for full compliance with the TCF or relevant privacy laws.
If you currently work with a CMP that is not included in the list of Google-certified CMPs, we recommend reaching out to your CMP to understand their intentions regarding certification.
In 2020, Google integrated its ad systems with the TCF, showcasing its commitment to supporting industry efforts aimed at managing user transparency and consent through a standardized framework. To learn more about the integration between IAB TCF and AdSense, refer to the publisher integration help center.
Google-Certified CMPs
Beginning January 16, 2024, publishers and developers who do not adopt a Google-certified CMP will not be eligible to serve ads on EEA and UK traffic. However, traffic from a Google-certified CMP will still be eligible for personalized ads or non-personalized ads (NPA).
Google has already commenced the process of certifying CMPs working with publishing partners since May 2023. They will continue working with CMPs to certify them against the certification criteria.
How to be compliant with cookie consent?
Ensuring cookie consent compliance involves understanding relevant privacy laws, such as GDPR and CCPA, and conducting an audit of your website’s cookies. Create a clear Cookie Policy detailing the purpose and duration of each cookie. Implement a prominent cookie consent banner on your website, allowing users to accept or decline. Provide a preference management system for users to customize their cookie settings and prioritize user control with easy withdrawal options. Extend these practices to mobile apps if applicable, and regularly update both Privacy and Cookie Policies.
What comes after this?
Publishers already using a CMP should proactively engage with their providers to discuss the certification process. This is to ensure a smooth transition.
Publishers with their own CMP can sign up to get it certified. Also, consider the list of Google-certified CMPs for publishers needing a new CMP partner. Google will regularly update the list as more CMPs become certified.
For app publishers, Google offers the User Messaging Platform (UMP) SDK, which provides additional features.
Bottom line
It is crucial for publishers and developers using Google advertising products to understand and comply with the new consent management requirements when serving ads in the EEA and UK. By working with a Google-certified CMP integrated with the IAB’s TCF, publishers can ensure eligibility for serving personalized or non-personalized ads to their audiences.
Begin preparing for this transition by discussing certification with your current CMP or exploring Google’s list of certified CMPs. Maintaining compliance with these Google new ad consent rules is fundamental. Specifically for publishers who wish to continue maximizing their ad revenue in the EEA and UK.
Ruchi, a digital marketer since 2019, expertly blends her outreach expertise with content management. Formerly an educator for 4 years, she transitioned to content creation in 2022. Passionate about literature, she immerses herself in the latest ad tech and Advanced Ads plugins, crafting insightful articles. Outside the digital world, she enjoys the simple joy of hiking in the mountains.
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