Google Consent Management Requirements

In May 2023, Google introduced a new requirement for CMPs working with their publisher and developer partners that serve ads in the European Economic Area (EEA) and the UK.

Beginning January 16, 2024, publishers using Google AdSense, Ad Manager, or AdMob will be required to use a Consent Management Platform (CMP) that has been certified by Google and has integrated with the latest IAB Transparency and Consent Framework (TCF v2.2) when serving ads to users in the EEA or the UK.

If a publisher does not adopt a Google-certified CMP, no Google ads will be eligible to serve on EEA and UK traffic, thereby affecting their revenue. Traffic from a Google-certified CMP will continue to be eligible for personalized ads or non-personalized ads (NPA).

Read more about Google’s consent management requirements here.

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Last Updated on: 20 Dec, 2023