Update for EEA and UK

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 the IAB Europe Transparency and Consent Framework (TCF).

The CMP requirements arise from evolving user expectations and regulatory factors related to online consent experiences.

Read on to understand if and how the requirements affect your advertising campaigns.

A brief background

In 2020, Google integrated its ad systems with the Transparency and Consent Framework for IAB Europe.

The framework helps support the digital landscape and advertising ecosystem that includes various consent management platforms.

Consent management platforms provide users with legally required notices about:

  • Which data is processed
  • Which specific bodies process your data and for what specific purposes?
  • Any other legal requirements required by other data protection regulations

These consent management platforms support Google’s publisher partners in the ad ecosystem.

As consumer expectations for consent evolve, Google has set new compliance requirements within the TCF, setting a signal in the hopes that other industry platforms will follow suit.

The new requirement

In the second half of 2023, Google will require any partner using a publisher product to use a Google-certified CMP when serving ads in the EEA or the UK. The 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 comply with the TCF specifications. It is expected that this list will be made available in the coming weeks.

Google has also started certifying various CMPs to give advertisers and publishers different options. It also works with ad tech vendors not currently registered with the TCF using the Additional Consent specification.

The requirement follows IAB Europe’s announcement that their TCF V2.2 has been finalized. Part of V2.2 is support for consistency in online advertising consent.

What that means

All advertisers currently running or planning to run ads in the EEA or the UK will be affected.

Once Google has provided a list of acceptable CMPs to partner with as a direct result of the TCF V2.2, compare it to what you are currently using.

Looking back on the integration with the TCF in 2020, Google has given advertisers a grace period of 150 days to comply. Although Google hasn’t given a definitive date for compliance with this latest requirement, past schedules may indicate a similar grace period for version 2.2.

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