Google today announced new requirements for advertisers serving ads in the EEA and UK.
These updates relate to Consent Management Platforms (CMPs), which are part of IAB Europe’s Transparency and Consent Framework (TCF).
CMP requirements result from evolving user expectations and regulatory factors involving online consent experiences.
Read on to understand if and how the requirements will affect your ad campaigns.
A Brief Background
In 2020, Google integrated its advertising systems into the Transparency and consent framework for IAB Europe.
The framework helps support the digital landscape and ad ecosystem, which includes different consent management platforms.
Consent management platforms provide legally required notices to users about:
What data are processed
Which specific entities process your data and for which particular purposes
Any other legal requirements required by different privacy regulations
These consent management platforms support Google’s publisher partners within the ad ecosystem.
As consumer expectations evolve around consent, Google established new requirements to adhere to ongoing guidelines within the TCF and set a footprint in the hope that other platforms in the industry will follow suit.
The new requirement
In the second half of 2023, Google will they require any partner using a publisher product to use a CMP certified by Google when serving ads in the EEA or UK. Publisher’s products include:
Google AdSense
Google Ad Manager
AdMob
Google is helping advertisers prepare for this change by providing a list of Google-certified CMPs that meet TCF specifications. It is expected to provide this list in the coming weeks.
Google has also started certifying different CMPs to provide various options for advertisers and publishers. Using your additional consent specification, you will also work with ad technology providers not currently registered with the TCF..
The requirement follows IAB Europe’s announcement that its TCF V2.2 has been finalized. Part of what makes up V2.2 is supporting consistency in the online advertising consent experience.
what does this mean
Any advertiser currently running or planning to run ads in the EEA or the UK in the future will be affected.
Once Google has provided the list of acceptable CMPs to work with as a direct result of TCF V2.2, please cross-reference with the one you currently use.
Looking back at the 2020 integration with the TCF, Google gave advertisers a 150-day grace period to comply. While Google hasn’t provided a definitive date for compliance with this new requirement, previous timelines could indicate a similar grace period for V2.2.
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