New Consent Management Platform requirements for serving ads in the EEA and UK

New IAB TCF requirement

Later this year, we will require all partners using our publisher products — Google AdSense, Ad Manager, or AdMob — to use a Google certified CMP that integrates with the TCF when serving ads to users in the European Economic Area or the UK. In the coming weeks, we will make available a list of Google certified CMPs that have integrated with the IAB Europe TCF and meet the TCF’s specifications, and we’ll require that our partners use a CMP from that list.

The decision to require our publishers to adopt the IAB TCF follows on from IAB Europe’s announcement that TCF V2.2 has been finalized, which further supports consistency in the online advertising consent experience. This decision is also a continuation of our 2020 commitment to support industry efforts aimed at managing user transparency and consent through a standardized framework.

Google has always been an advocate of industry standards as they support consistent experiences. By supporting the TCF, we aim to promote a unified and reliable approach for users and publishers across the broader ecosystem.

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