Adopt a certified CMP by 16 January 2024

Dear Partner, On 16 May 2023, we announced that we will require partners using our publisher products – Google AdSense, Ad Manager or AdMob – to use a certified CMP that integrates with IAB Europe’s Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area (EEA) or the UK. You can view a list of certified CMPs in our Help Centre (Ad Manager, AdMob, AdSense). In July, as a follow-up, we announced that we will begin to apply this requirement on 16 January 2024. This email serves as a reminder of that approaching deadline. Enforcement will begin from 16 January on a small percentage of EEA and UK traffic and will ramp up until we enforce across all EEA and UK traffic by the end of February 2024. To ensure that your monetisation is not impacted, please have a certified CMP in place by 16 January 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, AdSense), personalised and non-personalised 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-personalised ads. As such, relying solely on limited ads will likely decrease your EEA and UK revenue. We will continue to support your transition as you prepare for the new requirements. Please review our Help Centre for further details (Ad Manager, AdMob, AdSense), including the full list of Google-certified CMPs.