Google integrates IAB Europe’s TCF v2.0 this week and gives a 90-day grace period to publishers

Google yesterday announced that is integrating IAB Europe’s Transparency and Consent Framework (TCF) v2.0, in line with the switchover date from v1.0 set by the IAB Europe, by August 15, this week. Publishers on Ad Manager, AdSense, and AdMob, that are not asking consent should not call Google’s ad tag. Before, non-personalized ads could be called without consent.

Google has a CMP (Consent Mangaement Platform), Funding Choices, but the CMP is not open for small publishers.

Publishers must implement a TCF v2.0 registered CMP (Consent Management Platform), and Google says that publishers who do not have consent for Google for Purpose 1 (Store and/or access information on a device), should not call Google’s ad tag.

Chetna Bindra, Senior Product Manager at Google, wrote that the TCF v2.0 standardizes the process of gathering, managing and communicating user permissions for how their information may be used in the advertising supply chain. It also allows people to make choices on a per vendor and per purpose basis, and this choice will be respected in the ads that are served by all participating platforms.

According to Google, the integration only applies to ads served on publisher inventory and not Google owned and operated inventory, like YouTube or Google Search.

Google will give publishers a 90-day grace period from August 15 to ensure their implementation is working.

IAB Europe’s Transparency and Consent Framework (TCF) v2.0 is the advertising industry response to comply with GDPR.