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Google Certified: New Consent Management Platform Requirements 

Google is introducing a new requirement for CMP working with publisher and developer partners that serve ads in EEA and the UK.

Google’s commitment to transparency and control means regularly will look at ways to improve the consent experience. Google is thinking about evolving user expectations and regulatory indicators that will ultimately guide the broader online advertising landscape. That’s why Google is introducing a new requirement to help partners adapt to these changes, and anticipate others in the industry will follow with similar adjustments.

In 2020, Google integrated their ads systems with IAB Europe’s Transparency and Consent Framework (TCF), which is supported across the advertising ecosystem today, including by numerous Consent Management Platforms (CMPs).

Consent Management Platforms

New IAB TCF Requirement

At the end of 2023, Google required all partners using Google AdSense, Ad Manager, or AdMob — to use a Google certified CMP that integrates with the TCF when serving ads to users in the EEA or the UK.

The decision to require publishers to adopt the IAB TCF follows on from IAB Europe’s announcement that TCF V2.2 has been finalized, which further supports consistency in the online advertising consent experience. This decision is also a continuation of our 2020 commitment to support industry efforts aimed at managing user transparency and consent through a standardized framework.

By supporting the TCF, Google aims to promote a unified and reliable approach for users and publishers across the broader ecosystem.

Certifying IAB TCF Compliance

In connection with this new requirement, Google has begun the process of certifying CMPs that work with publishing partners for TCF compliance. We want to ensure that each CMP can be used with our technology in ways that users expect. 

Google continues to support publishers who use the TCF, but also work with ad tech providers that are not registered with the TCF through Google Additional Consent specification

Successful review of a CMP against the criteria will make it available in Google certified CMPs (Ad Manager, AdMob, AdSense). 

Consistent Consent Experiences

By adopting IAB Europe’s standardized framework, this industry can establish a more unified and reliable approach to transparency and consent. In turn, these efforts will contribute to the ongoing evolution of user privacy and support a more privacy-conscious digital advertising ecosystem.

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