Navigating Google CMP Requirements: A Detailed Guide

June 20, 20231 min read

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At a glance

  • Google has announced that, beginning later this year, they will start requiring partners using their publisher products (Google AdSense, Ad Manager, or AdMob) to use a Google-certified CMP when serving ads to users in the European Economic Area or the UK. 
  • To obtain the Google Certification, the CMP must have integrated with IAB's Transparency and Consent Framework (TCF). 
  • As part of their certification, Google will be conducting additional assessments focused on TCF compliance. 
  • Transcend Consent is certified by IAB Europe as a TCF-compliant CMP, and we're in the process of having Google certify our TCF implementation. This work is a priority for us and we will provide an update on our certification status as soon as possible.


This EEA/UK specific certification program is separate from Google’s existing Consent Mode which allows for passing consent status to Google. Transcend Consent already supports Google’s Consent Mode and this certification does not change that. It also doesn’t impact Google’s RDP parameter, which Transcend natively supports as part of our handling of Opt Out of Sale/Sharing requests. 

Is this change isolated to businesses complying with the GDPR? Or does it also affect US companies solely concerned with Do Not Sell/Share laws like CCPA?

Google’s new certification requirement only applies to businesses that wish to use Google’s advertising products to serve ads to users in the EEA or UK. For all other regions a non-TCF CMP experience like the one Transcend provides out-of-the-box can be used without issue.

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