Google is introducing new requirements for consent management platforms that work with our partners from publishers and developers who serve ads in the European Union and the United Kingdom.
New Requirements for the IAB TCF Framework
Later this year, we will require all partners using our publisher products – Google AdSense, Ad Manager, and AdMob – to use a Google-approved CMP platform that integrates with the IAB TCF when serving ads to users in the European Economic Area or the United Kingdom. In the coming weeks, we will provide a list of Google-approved CMPs that have integrated with the IAB TCF in Europe and meet TCF specifications, and we will require our partners to use a CMP from that list.
IAB TCF Compliance Verification
In connection with this new requirement, Google has begun the process of verifying CMPs that work with our publishing partners for compliance with the TCF. We want to ensure that each CMP can be used with our technology in the ways that users expect. We will continue to support publishers using the TCF, but we will also work with ad tech providers that are not registered in TCF through our additional consent specifications. Our evaluations will check that CMPs supporting our additional consent specifications can do so correctly.
Unified Consent Experiences
We believe that by adopting the IAB framework in Europe, our industry can establish a more unified and reliable approach to transparency and consent. In turn, these efforts will contribute to the evolution of user privacy and support a more privacy-conscious digital advertising system.
Source: https://blog.google/products/admanager/new-cmp-requirement/
Leave a Reply