Beginning January 16th, 2024, for Google Ads served on Google AdSense, Ad Manager, AdMob and platforms supporting Google bidding for EEA/UK users, a Google-certified IAB TCF CMP will be required

[Update on April 2024] Beginning July 2024, Google’s TCF requirements will apply to Connected TV (CTV) inventory and to Swiss traffic.  Earlier this year we announced that beginning January 16th, 2024, Google Ads will no longer show personalized ads on EEA or UK Google web and app publisher partner inventory that do not comply with the IAB’s TCF requirement using a Google certified CMP. Google is expanding these requirements to apply to CTV inventory and Swiss inventory. 

What does this mean for Google Ads? From 31 July 2024, Google Ads will also no longer show personalized ads on EEA, UK and  Swiss Google web, app and CTV publisher partner inventory that do not comply with the IAB’s TCF requirement using a Google certified CMP. No action is required from ad buyers, advertisers and agencies. We believe these efforts will contribute to consistent consent standards across Europe. 

Read more here.

Earlier this year, we introduced a new requirement for Consent Management Platforms (CMPs) working with our web and app publisher and developer partners that serve ads in the European Economic Area (EEA) and the UK. Beginning January 16th, 2024, all publisher partners using Google AdSense, Ad Manager, AdMob, or platforms supporting Google bidding will be required to use a Google certified CMP that integrates with the IAB Europe’s Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area or the UK.

What does this mean for Google Ads? Beginning January 16th, 2024, Google Ads will no longer bid on this EEA or UK Google publisher partner web and app personalized ads inventory sources that do not comply with the IAB’s TCF requirement using a Google certified CMP. This means that while no action is required from ad buyers, advertisers and agencies can be confident their ads will serve on websites and apps, including those via exchanges, that meet consent requirements. We plan to share additional information and timelines by the end of year. 

We believe these efforts will contribute to the ongoing evolution of user privacy, support a more privacy-conscious digital advertising ecosystem, and continue to deliver performance.