Reminder – Google is updating ad requirements in UK & Europe


This is a gentle reminder that Google is updating its ad-serving requirements in the European Economic Area (EEA) and the UK in the coming weeks.

Under the new rules, publishers and developers using Google AdSense, Ad Manager, or AdMob in these regions must use a certified Consent Management Platform (CMP) that has been certified by Google and has integrated with the IAB Europe’s Transparency and Consent Framework (TCF).

Enforcement will begin on January 16, 2023, and will affect a small percentage of EEA and UK traffic. It will then gradually expand to all EEA and UK traffic by the end of February 2024.

Why we care. If you are running campaigns in these regions and fail to adopt a Google certified CMP, only programmatic limited ads will be served, which could have a significant impact on your monetization.

What is a certified CMP? A Google-certified CMP is a platform approved by Google to assist businesses in managing user consent for online advertising and data collection, adhering to the IAB’s Transparency and Consent Framework (TCF) v2. Check if your CMP is certified by viewing Google’s full list of certified CMPs here.

What if my CMP is not certified by Google? If your current CMP isn’t listed among Google’s certified CMPs, it is recommended to reach out to your CMP directly to inquire about their certification status.

What is IAB Europe? The Interactive Advertising Bureau Europe, a coalition of 27 national IABs across Europe and over 500 companies, works to help the digital ecosystem understand consumer trends and platform habits by conducting research and providing legal support for the online advertising industry. The ultimate aim is to empower businesses to create messages that effectively and efficiently resonate with consumer preferences.

What is the TCF? TCF is a voluntary standard developed by IAB Europe that fosters collaboration between website publishers, app developers, and technology partners. It ensures a standardized user experience for privacy choices, allowing users to grant or withhold consent and exercise their ‘right to object’ to data processing, based on practical requirements from Data Protection Authorities and legal principles.


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Deep dive. Read Google’s announcement in full for more information.



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