To comply with the EU User Consent Policy, partners using our publisher products—Google AdSense, Ad Manager, or AdMob—are required to use a consent management platform (CMP) that has been certified by Google and integrates with the IAB's Transparency and Consent Framework (TCF) when serving personalized ads to users in the following regions:
- EEA and UK: As of 16 January 2024, a certified CMP integrated with the TCF is required when serving personalized ads to users in the EEA and UK.
- Switzerland: As of 31 July 2024, a certified CMP integrated with the TCF is required when serving personalized ads to users in Switzerland.
Review the following information to understand these requirements.
IAB TCF requirement
Publishers will need to ensure they are working with a certified CMP when serving personalized ads to users in the EEA, the UK, or Switzerland. Certified CMPs are assessed by Google against certification criteria focused on TCF compliance. If publishers using the TCF also work with ad technology providers that are not registered with the TCF, Google supports that today—through our Additional Consent specification—and will continue to do so. Our CMP assessments will check that CMPs supporting our Additional Consent specification can do so correctly. Successful review of a CMP against the Google certification criteria will make that CMP available in our list of certified CMPs. Google does not check CMPs for full compliance with the TCF or applicable privacy laws.
Additionally, please note the following:
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Certified CMP traffic: Only traffic from a certified CMP is eligible for personalized ads. Traffic from a certified CMP will continue to be eligible for personalized ads, non-personalized ads, and limited ads (including programmatic limited ads) where supported.
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Traffic from a non-certified CMP: Traffic from a non-certified CMP may be eligible for non-personalized ads or limited ads (including programmatic limited ads) where supported.
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CTV inventory: Earlier this year, we shared that a certified CMP would also be required for CTV inventory, with enforcement planned for July 2024.
In light of publisher feedback about the challenges of implementing the TCF in a CTV environment, we are granting an enforcement extension until July 2025. Please note that regulatory requirements around privacy and consent frequently develop, so we may need to revisit this extension prior to July 2025 if necessary. As such, we continue to encourage our CTV partners to adopt a certified CMP as soon as they are able.
If you work with an existing CMP that is not included on the following list of certified CMPs, please contact your CMP to understand if they intend to be certified.
Guide to the information in this list
- Certified CMP: The name of the certified CMP.
- TCF CMP ID: The unique identifier assigned to a TCF-validated CMP by the IAB.
- Platform: The environments in which the CMP offers support and in which Google has certified the CMP.
List of certified CMPs
Beginning February 1, 2024, we will begin enforcing new consent management requirements for partners using our Search Ads publisher products (AdSense for Search, AdSense for Domains or Programmable Search Engine). Publishers may meet those requirements by implementing a certified CMP that integrates with IAB Europe’s Transparency and Consent Framework (TCF) to collect consent when serving ads to users in the European Economic Area (EEA) or the UK.
Once enforcement begins, if you send our Search Ads publisher products an ad request for EEA or UK traffic, and it does not use a Google-certified TCF CMP, the product will serve ads only if you have implemented a new parameter in your ad request that indicates that you wish to allow ads that use an invalid traffic-only cookie & local storage on both consented and unconsented traffic. Partners are legally responsible for the tools they use to gather consent, including consent for how they use cookies & local storage in online advertising. Implementing this parameter is optional. You should consider whether to implement the new parameter, taking into account legal advice, relevant regulations and applicable regulator guidance. You can learn more about implementing the new parameter called "ivt" via the AdSense Custom Search Ads for Web developer site, beginning January 10, 2024.
Partners who choose to implement the new parameter instead of a certified CMP may see a decrease in their EEA and UK revenue. If neither a Google-certified TCF CMP nor the new parameter is present, then our Search Ads publisher products will not serve any ads. As a reminder, as of November 2023, we have begun the process of no longer serving personalized ads.
Next steps
- Publishers already working with a CMP: If you work with an existing CMP that is not included on the list of certified CMPs, please contact your CMP to understand if they intend to be certified.
- Publishers with their own CMP: Publishers who have their own CMPs can register their interest in completing certification for their CMP. Learn more about CMP certification
- Publishers who need to find a CMP: For publishers seeking a new CMP partner, they can consider the list of certified CMPs above. We will regularly add other CMPs as they become certified.
- Publishers using Google’s Privacy & messaging European regulations messages: We encourage publishers to consider which CMP solution is best for them. To support publishers, the European regulations message available to Ad Manager, AdSense, and AdMob publishers in the Privacy & messaging tab are certified in accordance with the new TCF requirement. Learn more about Privacy & Messaging GDPR support and integration with TCF
- App publishers: In addition to the features above, Google offers app publishers the User Messaging Platform (UMP) SDK. Learn more about adding the Google User Messaging Platform (UMP) SDK to your apps (Ad Manager, AdMob) and creating a European regulations message for apps (Ad Manager, AdMob).
