Starting later this year, Google has introduced new requirements for publishers and developers using Google AdSense, Ad Manager, or AdMob.

In addition to the existing EU user consent policy, these users will need to utilize a Consent Management Platform (CMP) that is certified by Google and integrated with the IAB’s Transparency and Consent Framework (TCF) when displaying ads to users in the European Economic Area (EEA) or the UK.

How does it affect my inventory?
Web and app fallback behavior: If a partner does not adopt a Google-certified CMP, only limited ads will be eligible to serve. Traffic from a Google-certified CMP will continue to be eligible for personalized ads, non-personalized ads (NPA), or limited ads.

App off-platform versus on-platform: Google consent requirements apply to both on- and off-platform mediation.

CTV inventory: At this time, consent management requirements do not apply to CTV inventory.

Here’s what you need to know:

1️.New Consent Requirements: Google-certified CMPs are evaluated against Google’s certification criteria focused on TCF compliance. CMPs must integrate with the TCF correctly and support Google’s Additional Consent specification.

2️.Obligatory Usage: Publishers and developers utilizing Google AdSense, Ad Manager, or AdMob to serve ads to users in the EEA and/or the UK will be required to implement a Google-certified CMP that integrates with the TCF.

3. Timeline: Google has already published a list of certified CPMs. Sibbo CMP has been certified by Google.

4. Timing: Later this year, still no deadline.