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

Aug 01, 2023

Impact Rating

08/01/23 - Granular

Granular analysis and first look

Starting January 16, 2024, Google is implementing new requirements for Consent Management Platforms (CMPs) to ensure compliance with the IAB Europe’s Transparency and Consent Framework (TCF). Starting January 16, 2024, personalized ads on EEA or UK Google publisher partner inventory must use a Google-certified CMP.

Why this matters?

  • Enhanced Privacy Compliance: Ensures that personalized ads comply with stringent privacy regulations across Europe and the UK.
  • Consistent Standards: Establishes uniform consent standards, contributing to a more privacy-conscious digital advertising ecosystem.
  • Extended Coverage: From July 2024, these requirements will also apply to Connected TV (CTV) and Swiss traffic, broadening the scope of compliance.

Next Steps/Action Items

  • Adopt Google-Certified CMPs: Publisher partners must integrate a Google-certified CMP that complies with the IAB TCF requirements.
  • Monitor Updates: Stay informed about additional information and timelines that Google will provide by the end of the year.
  • Prepare for Expanded Requirements: Be ready for the inclusion of CTV and Swiss traffic under these requirements starting July 2024.

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