Google announced on May 16, 2023, that when partners use Google AdSense, Ad Manager, or AdMob, they must use a certified CMP that integrates with the Transparency and Consent Framework (TCF) with IAB Europe in order to serve ads to users in the UK or the European Economic Area (EEA). A list of certified CMPs is available to publishers and developers through their respective help centers (Ad Manager, AdMob, and AdSense).
As a follow-up, Google announced in July that this rule will go into effect on January 16, 2024. It's a reminder of the impending deadline if you received an email from Google.
Starting on January 16, a limited portion of EEA and UK traffic will be subject to enforcement. By the end of February 2024, Google plans to implement its policies across all EEA and UK traffic. In order to guarantee that publisher and developer revenue is unaffected, they must ensure that a certified CMP is implemented before January 16, 2024.
Once enforcement begins, if you send Google an ad request for EEA or UK traffic and it does not use a TCF-certified CMP (Ad Manager, AdMob, or AdSense), personalized and non-personalized ads will no longer be eligible to serve. Instead, only Limited ads will be eligible to serve on Ad Manager and AdMob, and no ads will serve on AdSense. As a reminder, Limited ads are significantly more restrictive than non-personalized ads. As such, relying solely on Limited ads will likely decrease your EEA and UK revenue.
As per Google, they will continue to support the publisher-developer transition as they prepare for the new requirements. Publishers and developers can review the help center for further details (Ad Manager, AdMob, and AdSense), including the full list of Google-certified CMPs.
You can also read related topics here:
Publishers Delivering Advertisements in the EEA and the UK Must Comply with New Google Consent Management Standards
Google: Introducing Programmatic Bidding Support for Limited Ads
Google Plans to Update Its Video Publisher Policy
Google AdSense: Search and other Search Ads Products will Stop using Ad Personalization and Switch to New Serving Domains
Google Adsense Unveils the New Ad Review Center
Google Adsense Now Offers Frequency Options for Vignettes in Auto Ads
Google AdSense: Involve Users with Relevant Search for Auto Ads
Google Adsense: Update to Video Publisher Policy
Google AdSense Update: Shopping Anchors Lab
Google Adsense: Indirect Monetary Items May Now be Offered as Rewards
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Hi, I'm Ralph Gregore Masalihit!
An RFP Graduate (Registered Financial Planner Institute - Philippines).
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