CMP Requirements

As you may have heard, Google has recently unveiled fresh requirements for Consent Management Platforms (CMPs) when it comes to delivering ads in the European Economic Area (EEA) and the United Kingdom.

It now requires publishers using Google AdSense, Ad Manager, or AdMob to use a certified Consent Management Platform (CMP) integrated with the IAB’s Transparency and Consent Framework (TCF) when displaying ads to users in the European Economic Area or the UK.

This new requirement means that publishers using Google publisher products will need to use a Google-certified CMP that integrates with the TCF when serving ads to users in the EEA or the UK.

If a partner doesn’t adopt a certified CMP, only programmatic limited ads will be eligible to serve in the EEA and/or the UK. Traffic using a certified CMP will still be eligible for personalized ads or non-personalized ads (NPA).

Google’s recent mandate follows IAB Europe’s introduction of TCF V2.2, aimed at improving the uniformity of the online advertising consent process.


– Google has started certifying CMPs for our partners since May 2023.
– Starting January 16, 2024, Google AdSense, Ad Manager, or AdMob users must use a Google-certified CMP integrated with the IAB’s TCF for ads in the EU and the UK. More details to follow.
– Starting February 1, 2024, the new CMP requirements will apply to Search Ads publishers using Adsense for Search, Adsense for Domains, and Programmable Search Engine. See the Consent management requirements for Search Ads publishers section for more details.

What Publishers Should Consider:

– For publishers who are currently using a CMP: Engage in a discussion with your CMP provider to confirm their Google certification.
– For publishers who have their CMP: You can request to have your CMP officially registered with Google.
– For publishers in search of a CMP: Ensure your choice is selected from the provided list of Google-certified CMPs.

For more information about the CMP application process click here.