Following IAB Europe’s updated Transparency and Consent Framework, which took place earlier this year, Google has also updated its consent management platform requirements for publishers who serve ads to users located in the EEU and the UK. Learn more about what these new requirements include, as well as which steps publishers should take to ensure compliance.
IAB Europe’s TCF 2.2
In November of 2023, IAB Europe finalized the implementation of the new Transparency and Consent Framework (TCF 2.2). The goal was to help all participants in the online advertising landscape better comply with the ePrivacy Directive and GDPR. This update included changes to the main policy, such as a better-defined legal basis for ad and content personalization.
Read More: IAB Europe Launches TCF 2.2.
In response to Transparency and Consent Framework 2.2., Google has also implemented changes to its requirements for online publishers. Publishers need to ensure compliance by January 16, 2024. Let’s take a closer look at the new requirements, as well as the steps publishers should take to comply.
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Follow UsNew Consent Management Platform Requirements for Publishers
In light of the TCF 2.2. Update, Google updated its consent management platform requirements for publishers serving ads in the United Kingdom and the European Economic Area. Starting with January 16, 2024, all publishers using Google’s ad-serving infrastructure (e.g. AdSense, AdMob) will have to partner up with a Google-certified CMP to continue serving ads in the UK and EEA seamlessly.
Google-certified CMPs are those CMPs that abide by the latest TCF requirements by IAB Europe and have been vetted and approved by Google. The full list of Google-certified CMPs can be found here. Numerous consent management platforms are still in the vetting process. The list is not finite and will be continuously updated.
What Should Publishers Do to Ensure Compliance?
So what should publishers do to ensure full compliance with the new CMP requirements and seamless ad serving? The first order of business is to check whether your current platform is on the list of Google-certified CMPs. If you’re using a certified CMP, you can carry on with business as usual without a worry.
If the CMP you’re using is not included in the list, it is important to contact your provider as soon as possible and learn about their plans for complying with the new requirements. Whether their plan doesn’t match your needs or you don’t even have a CMP to begin with, refer to the list of certified CMPs to pick one.
Lastly, publishers who have their own CMPs can learn more about the process of certifying their platform here.
