According to a recent by Google published notice all partners who use Google’s publisher products – Google AdSense, Ad Manager or AdMob – must from January 16, 2024 Use a Google-certified Consent Management Platform (CMP) that has integrated the Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area (EEA) or the United Kingdom (UK).
consentmanager was one of the first CMPs to be certified by Google for this new requirement .
Important Announcement: New Google requirement for CMP integrations
This requirement from Google relates to the TCF version 2.2 published by IAB Europe on May 16th. Since 2020, the IAB Europe Transparency and Consent Framework (TCF) has been integrated into all Google ad serving systems. And to enable consistent application of this standardized framework across publishers’ ad ecosystems, Google now requires CMPs to also meet their criteria and be recognized as a Google Certified CMP.
The official statement from Google (in English):
“Later this year, we will require all partners using our publisher products — Google AdSense, Ad Manager, or AdMob — to use a Google certified CMP that integrates with the TCF when serving ads to users in the European Economic Area or the UK. In the coming weeks, we will make available a list of Google certified CMPs that have integrated with the IAB Europe TCF and meet the TCF’s specifications, and we’ll require that our partners use a CMP from that list.“
Later this year, we will require all partners using our publisher products – Google AdSense, Ad Manager or AdMob – to use a Google certified CMP integrated with the TCF when serving ads to users in the Switch European Economic Area or UK. In the coming weeks, we will provide a list of Google-certified CMPs that are integrated with the IAB Europe TCF and meet the specifications of the TCF, and we will require our partners to use a CMP from this list.
consentmanager has long advocated consistency in online advertising consent and increased transparency between advertisers and consumers. Our Cookie Consent Solution is already up to date to meet the new requirements for CMPs. With a CMP like consentmanager you can secure the following advantages for your company, namely:
- Increased ad reach: Getting more consent from users means you can target them with relevant and personalized ads, increasing the chance of capturing their attention and generating higher engagement. This targeted approach leads to better conversion rates and ultimately higher ad revenue .
- Improved advertising efficiency: You can collect granular user consent, e.g. B. Preferred advertising formats, channels or the frequency with which advertising is displayed. By taking these preferences into account and providing tailored advertising experiences, you can increase the effectiveness of your campaigns. This targeted approach often results in higher click-through rates, better conversion rates , and a higher return on investment (ROI).
- Access to valuable data insights: consentmanager offers robust reporting and analytics, giving you insights into user preferences and behavior. By analyzing this data, you can optimize your advertising strategies, refine your targeting, and identify new revenue opportunities.
If you would like to know how you can already integrate the IAB TCF into the consentmanager solution, read here our corresponding TCF manual. Stay up to date on our latest developments and certifications by subscribing to our newsletter here .
