New Consent Management Platform requirements for serving AFS ads in the EEA and UK (Google AdSense Email)

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Dear Partner,

Google’s commitment to transparency and control means we regularly look at ways to improve the consent experience for both partners and users. When we do this, we’re thinking about evolving user expectations and regulatory indicators that we think will ultimately guide the broader online advertising landscape.

New IAB TCF requirement

We recently announced that later this year, we will require publishers using products — Google AdSense, Ad Manager, or AdMob — to use a Google-certified CMP that integrates with the IAB Europe’s Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area or the UK. This also applies to partners using AdSense For Search (AFS), AdSense For Shopping (AFSh) and Programmable Search Engine (ProSE).

We made available a list of certified CMPs that have integrated with the TCF and can demonstrate they meet the TCF’s specifications, and we’ll require that our AdSense 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.

Why we are introducing this

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

Publisher Support

We will support your transition as you prepare for the new consent management requirements. Google has begun the process of certifying CMPs that work with our 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, we made available a list of Google-certified CMPs in AdSense Help Center.

Sincerely,
The Google AdSense Team