Shooting Google Ads in the EEA & UK? Avoid Revenue loss by Implementing this change NOW

July 26, 2023 | by Aleesha Jacob

Understanding Google’s New Updates for Publishers and Developers

Google has released some important updates that publishers and developers using Google AdSense, Ad Manager, or AdMob need to be aware of, particularly when serving ads to users in the European Economic Area or the UK. Starting later this year, in addition to the existing EU user consent policy, it will be mandatory for publishers and developers to employ a Consent Management Platform (CMP) that meets Google’s certification standards and integrates with the IAB’s Transparency and Consent Framework (TCF).

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The Importance of a Consent Management Platform (CMP) for Publishers

To ensure a smooth transition and compliance with these new requirements, it is crucial to understand the key aspects of the changes and the timeline associated with them. Google has initiated the process of certifying CMPs that work with our publishing partners, and we will be working closely with these CMPs to evaluate their adherence to the certification criteria.

By integrating a Google-certified CMP, publishers can ensure that their websites and apps comply with the latest data protection regulations. This includes obtaining proper user consent before serving personalized ads or collecting user data, particularly for EEA and UK users.

Google’s Certification Standards and Integration with IAB’s Transparency and Consent Framework (TCF)

Publishers must ensure they utilize a Google-certified CMP when serving ads to users in the European Economic Area or the UK. These Google-certified CMPs undergo assessment against specific criteria to ensure compliance with the TCF. However, it’s important to note that while Google assesses CMPs against its certification criteria, full compliance with the TCF or applicable privacy laws is not verified by Google.

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Evaluating CMPs for Compliance with Google’s Certification Criteria

If you are currently working with a CMP not included on the list of Google-certified CMPs, we recommend contacting your CMP to inquire about their certification plans. Establishing whether they intend to undergo the certification process to align with the new requirements is crucial.

Integrating our ads systems with the TCF in 2020 was a significant step towards supporting industry efforts to enhance user transparency and consent through a standardized framework. More information on the integration between IAB TCF and Ad Manager can be found in the publisher integration help center article.

To assist publishers in navigating these changes, we have outlined some next steps based on various scenarios:

Steps for Publishers Already Working with a CMP

Publishers already working with a CMP: If you are currently utilizing a CMP, we advise initiating proactive discussions with your provider about the certification process to ensure a seamless transition.

To ensure a smooth and seamless transition toward Google’s new certification requirements, here are some additional pieces of advice:

Review CMP Provider’s Communication: Reach out to your current CMP provider and inquire about their plans for obtaining Google’s certification. It’s essential to understand if they are actively working towards compliance with Google’s standards and the IAB’s Transparency and Consent Framework (TCF). Request a timeline outlining when they expect to complete the certification process.

Stay Updated on CMP Progress: Keep a close eye on updates from your CMP provider regarding their certification status. Regularly communicate with them to stay informed about any developments, changes, or actions you need.

Evaluate CMP Performance: While discussing the certification process, take the opportunity to evaluate your CMP’s overall performance. Check if it’s effectively managing user consent and delivering a smooth user experience. Assess the CMP’s ability to handle consent preferences and comply with various data protection regulations for Google and other relevant jurisdictions.

Verify CMP Integration with Google Services: Ensure your current CMP is well-integrated with Google’s services like AdSense, Ad Manager, or AdMob. This integration is crucial for obtaining and processing consent data accurately.

Assess User Experience: Consider the user experience on your website or app regarding consent management. Is the CMP’s consent banner or pop-up clear, comprehensible, and accessible to users? Review the design and language used in the CMP’s interface to maximize consent opt-ins while respecting user choices.

Plan for Compliance: If your current CMP provider faces challenges in obtaining Google’s certification or does not plan to pursue it, you may need to start looking for alternative Google-certified CMPs. Be prepared to transition to a compliant CMP before the deadline set by Google.

Educate Your Team: Make sure your team, especially those involved in website or app management, advertising, and user data handling, knows the importance of the new certification requirements. Please provide them with training and guidance to ensure they are well-versed in effectively managing the CMP’s integration and user consent.

Monitor Industry Updates: Stay informed about the latest industry news and updates related to data protection regulations and compliance requirements. Being proactive in adapting to changes will help you maintain a competitive advantage and demonstrate your commitment to user privacy.

Backup Consent Data: Ensure your CMP provider has a proper data backup and retrieval system for consent preferences. This is important in case of any technical issues or data loss during the transition process.

Test the Transition: Before fully implementing the new certified CMP, conduct thorough testing to ensure everything works smoothly. Verify that the CMP accurately handles user consent and there are no disruptions to ad serving or data collection.

Publishers Developing their own CMPs: Certification Process Guide

For publishers who have developed their own CMPs, it is possible to register your interest in completing the certification process for your CMP. Detailed information on CMP certification can be found in Google Help Center to help guide you through the process.

Here’s a comprehensive guide on how to navigate the certification process for your CMP:

Assessment of Current CMP: Before proceeding with the certification process, thoroughly assess your current CMP. Ensure that it meets the requirements set forth by Google and the IAB’s Transparency and Consent Framework (TCF). Identify any gaps or areas that need improvement to align with the certification criteria.

Review Google’s Documentation: Familiarize yourself with the documentation provided by Google on CMP certification. This information can be found in Google Help Center, which outlines the specific guidelines and standards your CMP needs to meet for successful certification.

CMP Certification Timeline: Understand the timeline for the certification process. Google may have specific deadlines or time frames for completing the certification. Plan your resources and schedule accordingly to meet these requirements.

Submission of Application: Initiate the certification process by submitting your CMP for evaluation to Google. This may involve providing relevant documentation, technical details, and consent mechanisms used by your CMP. Pay close attention to the requested information and ensure your application’s accuracy and completeness.

Technical Compatibility: Verify that your CMP is technically compatible with Google’s services, such as AdSense, Ad Manager, or AdMob. Compatibility issues could lead to delays or potential rejection of the certification application.

User Consent Handling: Demonstrate how your CMP handles user consent effectively. It should provide users with clear and accessible consent options, allowing them to make informed choices about data collection and ad personalization.

Data Protection Compliance: Ensure that your CMP is fully compliant with data protection laws, especially the GDPR, which governs user data handling in the EEA. Please prove how your CMP respects user privacy and secures their data.

Transparency and Consent Framework (TCF) Integration: If applicable, showcase your CMP’s integration with the IAB’s Transparency and Consent Framework. This framework sets industry standards for user consent management and enhances transparency in data usage.

Testing and Validation: Conduct thorough testing of your CMP to validate its functionality and compliance with Google’s certification criteria. Test scenarios and user interactions to identify and resolve issues before the final submission.

Communication with Google: Stay in touch with Google throughout the certification process. Be open to addressing any inquiries or requests for additional information promptly. Maintain clear communication channels to ensure a smooth evaluation process.

Continuous Improvement: Treat the certification process as an opportunity to improve your CMP continuously. Even if your CMP is initially certified, strive for ongoing enhancements to provide the best user experience and maintain compliance with evolving regulations.

Documentation Maintenance: Record the certification process and any changes made to your CMP. Maintain proper documentation to demonstrate your commitment to compliance and as a reference for future updates.

Exploring Google-Certified CMPs for New Partnerships

If you are seeking a new CMP partner, you can refer to the list of Google-certified CMPs found in this resource which will be regularly updated as more CMPs obtain certification. By referring to this list, publishers can find CMP partners that have obtained Google’s certification, indicating that they meet the necessary standards and requirements set by Google and the IAB’s Transparency and Consent Framework (TCF).

Utilizing Google’s Privacy & Messaging GDPR User Consent Messages

Publishers using Google’s Privacy & Messaging GDPR user consent messages: We encourage you to consider the most suitable CMP solution. To provide support in this area, the GDPR user consent messages available in the Privacy & Messaging tab for Ad Manager, AdSense, and AdMob publishers are certified in accordance with the latest TCF requirement. Additional information on Privacy & Messaging GDPR support and integration with TCF is available to help you navigate the process effectively.

User Messaging Platform (UMP) SDK for App Publishers

For app publishers, in addition to the aforementioned features, Google offers the User Messaging Platform (UMP) SDK, which can be incorporated into your apps. Learn more about how to add the Google User Messaging Platform (UMP) SDK to your apps (Ad Manager, AdMob) and create a GDPR message for apps (Ad Manager, AdMob).

By staying informed about these updates and taking the necessary steps to ensure compliance, publishers and developers can effectively navigate the evolving landscape of user transparency and consent in the European Economic Area and the UK.

How MonetizeMore Can Assist Publishers and Developers

In this context, MonetizeMore, as a Google Certified Publishing Partner, stands ready to provide comprehensive assistance to publishers and developers. With our expertise and in-depth knowledge of Google’s policies and requirements, we offer holistic optimization solutions to maximize revenue and ensure compliance.

As part of our services, we can provide valuable guidance on the correct configuration of Consent Management Platforms to align with Google’s certification standards and the IAB’s Transparency and Consent Framework. Our experienced team can help publishers navigate the intricacies of CMP integration and ensure the seamless implementation of the necessary changes.

By leveraging our technological capabilities, publishers can benefit from our insights and recommendations to ensure a smooth transition to certified CMPs. We understand the importance of user transparency and consent management, and our solutions are designed to help publishers comply with the latest industry standards while maximizing their advertising revenue.

Ensure Compliance and Maximize Revenue with MonetizeMore Now by Getting Started Here.


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