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Google is ushering in new consent management requirements for publishers and developers using Google AdSense, Ad Manager, or AdMob to serve ads to users in the European Economic Area (EEA) and/or the UK. 

Here's the big news:The key change is the necessity to utilize a Consent Management Platform (CMP) that is certified and integrates seamlessly with the Interactive Advertising Bureau’s (IAB) advanced Transparency & Consent Framework (TCF) v2.2.

Transparency & Consent Framework (TCF) - The New Standard

The IAB's Transparency and Consent Framework (TCF) version 2.2 is becoming a crucial standard in Europe and the UK, with significant support from industry players, including Google,who is making the framework essential. 

The IAB believes in industry standards that ensure consistent user experiences, transparency, and consent. By spearheading the TCF, the IAB is advocating for a unified approach for users and publishers across the ecosystem, nurturing a privacy-conscious digital advertising landscape. By backing the TCF, Google is pushing for a unified approach for users and publishers across the ecosystem, fostering a privacy-conscious digital advertising landscape (Google, 2023).

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💡The Transparency & Consent Framework (TCF) v2.2
The IAB Transparency & Consent Framework (TCF) is an open-standard technical framework that enables websites, advertisers and ad agencies to obtain, record, and update consumer consent for web pages.
Learn more about TCF framework in this IAB article: The Transparency & Consent Framework (TCF) v2.2

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The Role of TCF and CMPs

The Transparency & Consent Framework (TCF) is a standard framework that allows publishers to tell users how their data is used and get their consent. It works with Consent Management Platforms (CMPs), tools that help websites get and manage user consent for data processing (CookieYes, 2023).

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💡What is a Consent Management Platform?‍

A consent management platform (CMP) is a solution for websites/apps to protect the data privacy of their users and be compliant with the world’s major data privacy laws – the EU’s GDPR, UK-GDPR, California’s CCPA/CPRA and more.

‍Google Help Centre Articles:

• Ad Manager and Ad Exchange program policies: Personalized and non-personalized ads
• New Google consent management requirements for serving ads in the EEA and UK (for CMPs)
• Google Company: EU user consent policy
• New CMP requirements for serving ads in the EEA and UK

New Rules for Consent Management Platforms (CMPs)

Google is rolling out a new rule for CMPs working with their partners who serve ads in the European Economic Area (EEA) and the UK. 

Mark your calendars: The new deadline for Ad Manager and AdMob partners to adopt a Google-certified TCF CMP is January 16, 2024. 

After which, partners without a Google-certified CMP will only be able to serve limited ads on EEA & UK traffic. This will also apply to AdSense partners.

Later this year, Google will insist that all partners using their publisher products — Google AdSense, Ad Manager, or AdMob — to use a Google certified CMP that works with the TCF. 

Google has made a list of certified CMPs available in their Help Centre articles. If the CMP you use is not on the list, you are encouraged to have your provider apply for certification via a form provided by Google.Partners will have to use a CMP from this list.

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FAQs

1. Do publishers need to register with a consent management system even if they only serve non-personalized ads?

Yes, publishers need to register with a Consent Management System even if they only serve non-personalized ads. This is because non-personalized ads still use cookies or mobile ad identifiers for frequency capping, aggregated ad reporting, and to combat fraud and abuse. Consent is required for these purposes where legally required, per the ePrivacy Directive in certain EEA countries.

Read more about personalized and non-personalized ads in this Google Help Center article.

2. If we don't currently use a CMP and continue using Admob & GAM to monetize EU & UK traffic, do we need to implement a CMP?

Yes, publishers and developers using Google AdSense, Ad Manager, or AdMob who serve ads to users in the European Economic Area (EEA) and/or the UK will be required to use a Google-certified CMP. This integrates with the TCF when serving ads to users in the European Economic Area or the UK.
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Further Reading and Resources

For a deeper understanding of Google's consent management requirements, we recommend the following resources: 

Google Webinar on CMP Strategies

For a more practical understanding, Google’s webinar on CMP strategies is worth a watch. It provides valuable insights on integrating Google’s CMP and features a discussion with Outfit7 about their unique approach to building and configuring their own CMP.

Access webinar here: Choosing the Right CMP Approach for Your Business

Google's Consent Management Solutions

1. Google consent management solutions for apps Admob and ad manager
2. Google consent management solutions for apps CodeLab

CMP General Resources

Help centre on overall policy and deep dive details

• Publisher facing Help Center: Ad Manager, AdMob, AdSense 
• CMP facing Help Center: Ad Manager, AdMob, AdSense 
• List of certified CMPs: Ad Manager, AdMob, AdSense 
• Integration with the IAB TCF 2.0: Ad Manager, AdMob, AdSense 
• Google CMP Certification Application Form

Google's Privacy and Messaging Resources

• About Privacy and messaging Help Center: Ad Manager, AdMob, AdSense
• Create a GDPR consent message Help Center: Ad Manager, AdMob, AdSense

Google UMP SDK Developer Guides (for Apps): Android, iOS, Unity

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