New IAB TCF requirements and Google CMP Certification

The coming months will revolve around new specifications by IAB Europe for TCF V2.2 in response to the Belgian Data Protection Authority and Google’s additional certification for CMPs when serving ads to users in the European Economic Area or the UK.

Publishers that use Google AdSense, Ad Manager, or AdMob for advertising will still be able to use Complianz, as we’re both complying with TCF V2.2 and going through Google’s CMP certification. Later this year, Google will start rolling out stricter requirements.

New IAB TCF requirement

The Belgian Data Protection Authority decision IAB to revise the current TCF version on two major flaws, in general terms: Firstly, the information provided through the user interface to the end-user was too vague to understand the scope and usage of data processing. Secondly, the use of legal basis “Legitimate Interest” will not be allowed.

We’re currently working on TCF V2.2 and see a significant improvement for end-users in understanding and getting control of the information provided. This will be live somewhere in September, as per IAB’s wishes. Google has an additional CMP certification on top of the required TCF V2.2.

Google CMP Certification

As this process of certification has just started, additional requirements are unknown. We expect Google to work towards a more uniform approach for CMPs and will include an Additional Consent Mode, whereby non-TCF vendors can still be used for advertising purposes.

Timeline

  • May 2023 and onward: Google has begun certifying CMPs that work with our publishing partners. Google will work with CMPs to certify them against the certification criteria. Complianz has started this process.
  • Later this year: In addition to our EU user consent policy, publishers and developers using Google AdSense, Ad Manager, or AdMob will be required to use a Consent Management Platform (CMP) that has been certified by Google and has integrated with the IAB’s Transparency and Consent Framework (TCF) when serving ads to users in the European Economic Area or the UK. We will follow up with more details regarding timing later this year.

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