What is a Google-certified consent management platform and why do you need one? Ad compliance requirements simplified

From January 16, 2024, publishers and developers using Google AdSense, Ad Manager, or AdMob have some changes to make. If they want to continue serving ads to users in the European Union (EU), European Economic Area (EEA) and/or the United Kingdom (UK), they must use a Consent Management Platform (CMP) partner that’s Google-certified and integrates with the Interactive Advertising Bureau’s (IAB) Transparency and Consent Framework (TCF).

The requirement from Google came in response to the May 16, 2023 launch of the IAB’s TCF v2.2, which introduced several changes aimed at improving transparency and giving users greater control over their consent choices.

• Legitimate interest can no longer be selected as a legal basis for advertising and content personalization; instead, user consent is required.
• CMPs must replace purpose names and descriptions that are written in legal language with user-friendly text that’s easy to understand.
• The total number of vendors that a publisher uses must be shared on the first layer of the CMP.
• Users must be able to easily access the CMP at any time to manage or withdraw their previously given consent.

To enable publishers and developers to make these changes, Google has released a list of CMPs that it has certified as compliant with this requirement.
Usercentrics is a certified Google CMP partner. As the industry continues to evolve and regulatory expectations increase, platforms like Usercentrics can provide the necessary tools that enable compliance and help businesses build trust with users.

Google’s decision to require a certified CMP for businesses serving ads to users in the UK, EU and EEA is primarily influenced by changes to the TCF.

The TCF provides a standardized framework for managing and communicating user consent for data processing and advertising in compliance with the EU’s General Data Protection Regulation (GDPR) and the ePrivacy Directive.

Here are key reasons why Google aligns with the TCF requirements through a certified CMP.

The GDPR imposes strict rules on how personal data of users in the EU can be collected, processed, and stored, requiring informed and explicit consent from users. The ePrivacy Directive, also known as the “Cookie Law,” complements the GDPR by focusing on privacy in electronic communications. A certified CMP enables businesses that use Google’s platforms to obtain user consent in a transparent and standardized manner in compliance with these regulations, furthering Google’s commitment to transparency and user control over consent choices.

This move also aligns with the objectives of the Digital Markets Act (DMA), which aims to foster transparent data practices in the digital market. The convergence of the GDPR, UK data laws, and the DMA creates a comprehensive framework within which certified Google CMP partners enable businesses to meet their legal obligations regarding user data management and privacy.

The TCF aims to standardize how consent is obtained, stored, and shared among digital advertising industry players. By requiring a certified CMP, Google is promoting a consistent and compliant approach to consent management across its advertising ecosystem, reducing the risk of regulatory violations and enhancing user trust.

The TCF enhances transparency and control for users over how their data is used for advertising purposes. A Google-certified CMP provides users with clear information about data processing and the ability to give, decline, or customize their consent. This aligns with Google’s broader commitment to user privacy and control.

By aligning with TCF standards through a certified CMP, Google mitigates the risk of legal challenges and penalties associated with noncompliance. This is especially crucial given the substantial fines that can be levied due to GDPR violations.

Google’s new requirements for using a certified CMP carry significant implications for advertisers, publishers, and developers operating in the EU, EEA and the UK. Businesses must use a Google-certified CMP to continue serving ads in these regions starting January 16, 2024. Traffic managed by a Google-certified CMP partner will continue to be eligible for both personalized and non-personalized ads.

Businesses that already use a CMP must ensure that their current CMP provider is Google-certified to operate seamlessly post-January 2024. Usercentrics customers can rest assured as the Usercentrics consent management platform is already a Google-certified partner.

On the other hand, publishers who have yet to select a CMP should opt for one from the list of Google-certified CMP partners. This list will be an essential resource for those seeking to comply with the new Google regulations and maintain their eligibility to serve ads in the EU, EEA and UK.

Selecting a CMP that is certified and meets Google CMP requirements is a crucial decision for businesses targeting users in the EU, EEA and the UK. Here are key considerations to guide this selection process.

The consent management platform must be an IAB-compliant CMP that fully adheres to the latest version of the TCF. Regular updates to align with changes in TCF standards are also necessary to keep pace with any changes to TCF standards. Businesses should refer to the Google Certified list to choose a CMP that meets these compliance benchmarks.

The chosen CMP should integrate seamlessly with the tools the business already uses. This includes Google products — specifically Google AdSense, Ad Manager, or AdMob — as well as the business’s website management system, any ecommerce platforms they might use and their analytics tools. The right CMP should work together with these systems, making it easier for the business to manage and understand the data they collect.

A CMP should offer a high level of customization so that the business can align the user-facing elements with its own brand and messaging. Additionally, the CMP should be flexible enough to adapt to future changes in privacy laws and advertising technologies for long-term operational resilience.

When selecting a CMP, businesses should look into the level of ongoing support and training provided by the CMP vendor, including the following.

• Customer support availability: Reliable and readily accessible customer support via multiple channels like email, live chat, or ticketing systems.
• Regular software updates: The vendor should provide regular updates to the software that not only address any bugs or security vulnerabilities but also enable the software to remain compliant with the latest legal and technological standards.
• Dedicated account management: Having a dedicated account manager or support representative can enhance the quality of service as they provide personalized support and understand the specific needs and history of the business.
• Documentation and resources: Comprehensive documentation, including user manuals, knowledge bases, FAQs, and how-to guides that are clear, up to date and easily accessible.

These support and maintenance services are essential for ensuring that the software not only functions smoothly but also adapts and grows with the evolving needs of the business.

While Google Certified CMPs are a requirement for ads served in the EU, EEA and UK, businesses serving visitors from other jurisdictions should also consider a CMP that enables compliance with data privacy laws relevant in other regions. This includes consideration of the Digital Markets Act (DMA), which adds another layer of regulatory compliance for digital markets.

The CMP should be capable of scaling to accommodate the growth of the user base and evolving business needs. This ensures that the CMP continues to serve the publisher effectively as circumstances change.

The Usercentrics CMP fulfills not only Google’s requirements for certified CMPs, but also has many of the features to help its users enable global compliance as the business grows.

1. Usercentrics is a certified Google CMP partner and supports Google’s requirements for obtaining consent in compliance with the changes to the TCF announced in May 2023. The Usercentrics CMP supports not only web platforms but also mobile apps, games, and other connected platforms like TV.

2. As a Google-certified CMP partner, Usercentrics integrates with multiple Google products, platforms and APIs like Google AdSense, Ad Manager and AdMob, as well as Google Tag Manager, Google Consent Mode and Google Analytics 4.

Users can also integrate the Usercentrics CMP with different content management systems, including Adobe Experience Manager, Shopify, WordPress, BigCommerce and PrestaShop.

3. The CMP can be fully customized for each business’s unique needs. This includes changing the colors to match brand guidelines and using custom text to comply with the TCF’s requirement for CMPs to present improved user-friendly descriptions on consent banners.

The customization options also enable businesses to create an easy-to-find system that enables users to change or withdraw their consent at any time, which is another requirement under the TCF v2.2.

4. Usercentrics CMP comes with multiple support options, including technical support, an extensive knowledge base, detailed developer documentation, and a dedicated customer success executive. We also have an extensive partner base that includes marketing agencies and legal service providers that implement, maintain, optimize and support the Usercentrics web and app CMPs.

5. With the Usercentrics CMP, businesses can collect consent as required by global data privacy laws, including the GDPR and ePrivacy Directive, Brazil’s Lei Geral de Proteção de Dados (LGPD), South Africa’s Protection of Personal Information Act (POPIA) and the California Consumer Privacy Act (CCPA) and California Privacy Rights Act (CPRA), among others.

Customers can take advantage of geolocation functionality to decide which settings should be displayed to which users based on their IP address, helping ensure that consent is collected in compliance with the laws of the user’s region. The consent banner can also be customized to display in one of 60 supported languages.

This is particularly useful for Google’s requirements under the TCF v2.2, as businesses can configure the banner based on users’ location so that it can be compliant with the GDPR/ePrivacy Directive, Digital Markets Act and the TCF.

The introduction of the Digital Markets Act (DMA) alongside the TCF v2.2 presents a dual challenge for publishers and advertisers, particularly in the EU and EEA. In this scenario, the selection of a Google-certified CMP partner becomes a critical decision. These CMPs need to be adept not only at managing user consent per TCF v2.2 standards, helping to ensure transparent and user-centric data practices, but also at aligning with the DMA’s broader objectives of fostering competition in digital markets and safeguarding the interests of smaller businesses.

Publishers must evaluate CMPs for their ability to offer clear consent mechanisms and secure, comprehensive data handling records. This dual alignment — with both TCF v2.2 and the DMA — helps businesses comply with current privacy laws and prepare for regulatory changes in the future.

Usercentrics has supported Google Consent Mode since its launch. The powerful pairing of the Google Consent Mode API with Usercentrics’ CMP enables companies to obtain user consent for advertising-related cookie usage, with the behavior of supported tags then adjusted based on this signal.

As a certified Google CMP program partner, Usercentrics enables customer confidence in our Consent Management Platform working seamlessly with Google Consent Mode. Together they ensure that customers can achieve more comprehensive measurement and better privacy compliance in the ever-changing regulatory landscape. At the same time, companies gain valuable insights to optimize consent rates to secure the data they need for their data-driven businesses.

Google provides some of the most popular website tools and services. Using Google Consent Mode with the Usercentrics CMP means that companies can run all their favorite Google services, like Google Analytics, Google Ads and Google Tag Manager, based on the consent choices of end users, which get passed from the CMP to these services.

It’s an invaluable partnership for companies that want to build trust by ensuring great user experiences for their website visitors while still obtaining the data they need for ads and analytics, and achieving compliance with privacy regulations like the GDPR.

Customers that have implemented the Usercentrics CMP collect granular and informed user consent for all the cookies and other tracking technologies in use on websites or apps. Paired with Google Consent Mode, Google tags will receive consent data and be able to determine if permission has been given for a site to use cookies for advertising purposes for a given user. For additional guidance on setting up consent mode on websites and mobile apps, check the Google implementation guide.

Google tags adjust their behavior and only fire those cookies if consent has been granted for that specific purpose, and conversion reports reflect each case. Specific tag blocking isn’t required, because tags for which consent has not been received aren’t activated at all. The Usercentrics CMP centralizes the function of your implemented Google services, for privacy peace of mind.

In cases where a user chooses not to provide consent for the relevant cookies or other tracking technologies in use, Google Consent Mode provides aggregate and non-identifying information, basic measurements and modeling data, like visit timestamps, user agent, referrer, etc.

• Google Consent Mode supports the following:
• Google Analytics
• Google Ads (Google Ads Conversion Tracking and Remarketing)
• Google Tag Manager
• gtag
• Floodlight
• Conversion Linker

Google’s popular and powerful web services and technologies help companies get the data and insights they need to grow their businesses. Usercentrics helps companies ensure they meet relevant data privacy regulatory requirements and build trust with their website and app users while enabling them to keep using their favorite tools and services.

Using the Usercentrics CMP with Google Consent Mode is the smart way to automate and streamline your consent management strategy. Usercentrics is proud to be a partner in the Google CMP Partner Program, and we’re dedicated to continuing to bring innovative solutions and partnerships to market.

A Google-certified CMP is a tool that has been recognized by Google as compliant with the standards and requirements of IAB Europe’s TCF v2.2. From January 16, 2024, the use of a Google-certified CMP partner will be mandatory for businesses aiming to serve ads through Google advertising platforms in the EU, EEA and the UK.

Google does not have its own consent management platform. Rather, it maintains a list of CMPs that it has certified as being compliant with its requirements to integrate with IAB’s TCF.

In the context of the GDPR, a CMP is a tool that helps websites, apps and other connected platforms to obtain, manage and document user consent for the collection and processing of personal data. CMPs provide a user interface, typically in the form of a popup or banner, where users can accept, reject, or customize their consent for different types of data processing activities. This is crucial for GDPR compliance, as the regulation requires explicit consent from users before their personal data can be used, particularly for purposes like targeted advertising or analytics.

When choosing a certified Google CMP partner, a business should prioritize features such as adherence to the latest TCF standards and smooth integration with Google’s advertising products, like AdSense, Ad Manager, and AdMob. The CMP must be proficient at managing user consent in line with GDPR requirements, offering clear and user-friendly consent mechanisms. It’s also important that the CMP can accurately handle and communicate user consent choices and be regularly updated to comply with ongoing legal and technological changes. Additionally, businesses should seek a CMP that maintains data handling transparency and supports easy integration with their existing digital tools and systems.

Yes, the Usercentrics CMP supports both web and mobile apps as well as additional connected platforms like TV. It’s a Google-certified CMP partner and adheres to the latest TCF standards as well as enabling compliance with various data protection regulations around the world.

The Usercentrics CMP obtains consent that enables companies to meet requirements set down by the designated “gatekeeper” companies that have to directly comply with the DMA. It enables obtaining valid user consent as per regulatory requirements under the DMA, GDPR and ePrivacy Directive and supports Google Consent Mode to signal users’ consent state to Google tags before obtaining consent.