Google Adsense Requirements: Serving Ads in the EEA and UK

For CMPs working with their publisher and developer partners who display advertising in the EEA and the UK, Google is implementing a new requirement.

I received an email from Google announcing the new requirements for advertisers serving ads in the European Economic Area (EEA)) and the United Kingdom (UK). Here is Google's announcement in the email I received from them.

What's new with the IAB TCF requirement?

Because Google values openness and control, they always explore ways to enhance the consent experience. They do this while considering how user expectations are changing and the regulatory factors that they believe will ultimately shape the more expansive online advertising landscape.

They recently announced in their blogpost that later this year, they will require partners using their publisher products — Google AdSense, Ad Manager, or AdMob — to use a Google-certified CMP that integrates with IAB Europe’s Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area or the UK. In the coming weeks, they will make available a list of certified CMPs that have integrated with the TCF and can demonstrate they meet the TCF’s specifications, and they’ll require that publisher partners use a CMP from that list. This new requirement will apply to partners’ own accounts and those managed by partners on behalf of others. The list of Google-certified CMPs will be available in their HC articles (Ad Manager, AdMob, and AdSense).

Why are they introducing this?

In 2020, Google integrated its ad systems with TCF. By supporting the TCF, they build on their 2020 commitment to support industry efforts aimed at managing user transparency and consent through a standardized framework. The decision also follows on from IAB Europe’s announcement that TCF V2.2 has been finalized, which further supports consistency in the online advertising consent experience. They anticipate others in the industry will follow with similar adjustments.

​What about the publisher support?

​Google will support the transition for its publishers and developers as they prepare for the new consent management requirements. Google has begun the process of certifying CMPs that work with their publishing partners for TCF compliance. To ensure a smooth transition, publishers currently working with a CMP should proactively talk with their CMP provider about the certification process. For publishers seeking a new CMP partner, in the coming weeks they will make available a list of Google-certified CMPs in their HC articles (Ad Manager, AdMob, and AdSense).