Interoperability guidance for vendors working with Google via the IAB Europe TCF

Google does not require ad technology providers to adopt IAB Europe TCF. This article describes how Google interoperates with those ad technology providers who have chosen to adopt IAB Europe TCF, and does not apply to those who have not adopted IAB Europe TCF. Ad technology providers who have chosen not to adopt IAB Europe TCF should adopt Additional Consent.

What to know before registering

If you are integrating with the IAB Europe TCF, please review the information below about how Google will interoperate with the IAB Europe TCF based on the content of the IAB Europe TCF’s Transparency & Consent (TC) string. Google may update this information from time to time.

For simplicity, we use the phrase “Google will work with you via the IAB Europe TCF” below to encompass several aspects of interoperability via the IAB Europe TCF, including but not limited to:

• Bidding on bid requests Google receives
• Sending bid requests from publishers using Google to bidders
• Allowing third-party ad tracking and third-party ad serving to occur

Google Policies

The interoperability guidance below is intended to reflect Google's existing policy requirements, in particular the requirements of Google's EU User Consent Policy and our policies against fingerprinting for identification (for example, those contained in our Requirements for Third Party Ad Serving). Please note that our policies continue to apply and are more restrictive than IAB Europe TCF policies in some cases.

Purposes

For each purpose below, for Google to work with you via the IAB Europe TCF, the TC string must indicate that consent has been granted by, or legitimate interest has been established with, the user (as applicable).

Store and/or access information on a device (Purpose 1)

If you use cookies, mobile ad identifiers, or other local storage, Google will work with you via IAB Europe TCF if you are registered for consent for purpose 1.

In some jurisdictions, for example Switzerland, in certain situations, consent for Purpose 1 may not be asked for by the publisher via the CMP and, so long as the TC string appropriately represents this, Google will interoperate in those situations. In line with our EU User Consent Policy, this position is subject to change based on legal developments and evolving regulatory guidance.

Use limited data to select advertising (Purpose 2)

Google will work with you via IAB Europe TCF if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 2.

Create profiles for personalized advertising and Use profiles to select personalized advertising (Purposes 3 and 4)

Google will work with you via IAB Europe TCF if you are registered for ‘consent’ for purposes 3 and 4, so long as the TC string indicates that the user has granted consent for both those purposes.

Google will also work with you via IAB Europe TCF if you are registered for ‘not used’ for these purposes.

If you are registered for ‘legitimate interest’ for purposes 3 and/or 4:

• If the TC string indicates ad personalization (purposes 3 and/or 4) is permitted under legitimate interest, Google will not work with you via IAB Europe TCF.
• If the TC string indicates no ad personalization is permitted, Google will work with you via IAB Europe TCF.

If you are registered for ‘consent or legitimate interest as a legal basis’ for purposes 3 and/or 4:

• If there are no publisher restrictions, Google will work with you via IAB Europe TCF so long as your default legal basis is consent.
• If there are publisher restrictions:
  • If the publisher restriction is for you to operate on the basis of consent, Google will work you via IAB Europe TCF in that circumstance.
  • If the publisher restriction is for you to operate on the basis of legitimate interest, Google will not work with you via IAB Europe TCF in that circumstance.

Measure advertising performance (Purpose 7)

Google will work with you via IAB Europe TCF if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 7.

Understand audiences through statistics or combinations of data from different sources  (Purpose 9)

Google will work with you via IAB Europe TCF if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 9.

Develop and improve services  (Purpose 10)

Google will work with you via IAB Europe TCF if you are registered for ‘consent’, ‘legitimate interest’, ‘consent or legitimate interest’, or ‘not used’ for purpose 10.

Special Purposes

Ensure security, prevent and detect fraud, and fix errors (Special Purpose 1)

Google will work with you via IAB Europe TCF if you are registered for ‘legitimate interest’ or ‘not used’ for special purpose 1.

Deliver and present advertising and content  (Special Purpose 2)

Google will work with you via IAB Europe TCF if you are registered for ‘legitimate interest’ or ‘not used’ for special purpose 2.

Features

Match and combine data from other data sources (Feature 1)

Google will work with you via IAB Europe TCF if you register for feature 1, so long as appropriate disclosure has been provided to the user.

Link different devices (Feature 2)

Google will work with you via IAB Europe TCF if you register for feature 2, so long as appropriate disclosure has been provided to the user.

Identify devices based on information transmitted automatically  (Feature 3)

Google will work with you via IAB Europe TCF if you are registered for feature 3. However, we remind you that our policies prohibit fingerprinting for identification (e.g., Requirements for Third Party Ad Serving), and we require that you adhere to our policies, which can be more restrictive than the IAB Europe TCF in some cases, whenever you work with us.

We actively enforce our policies and we're continuing to invest in technology to detect fingerprinting on our platforms.

Special Features

Use precise geolocation data (Special Feature 1)

Google will work with you via IAB Europe TCF if you register for this feature, so long as appropriate disclosure has been provided to the user and users appropriately opt-in to special feature 1.

Actively scan device characteristics for identification (Special Feature 2)

Google will work with you via the IAB Europe TCF if you are registered for Special Feature 2. However, we remind you that our policies prohibit fingerprinting for identification (for example, Requirements for Third Party Ad Serving), and we require that you adhere to our policies, which can be more restrictive than the IAB Europe TCF in some cases, whenever you work with us.

Macro requirements

To adopt the IAB Europe TCF, macros should be added to pixel URLs within creatives to indicate where in the URL the TC string should be inserted and sent onwards, as well as to identify which vendors are present. 

For any help or support with IAB Europe TCF registration in general, independent of Google’s integration, please email IAB Europe at [email protected].

To adopt the IAB Europe TCF, macros should be added to pixel URLs within creatives to indicate where in the URL the TC string should be inserted and sent onwards, as well as to identify which vendors are present. 

For any help or support with IAB Europe TCF registration in general, independent of Google’s integration, please email IAB Europe at [email protected].

FAQs

Scope

Integration requirements