TCF v2.0: The 90-day grace period Google is giving publishers

Google is enforcing the compliance with GDPR by giving a 90-day grace period to publishers. Publishers have 90 days from this week to implement the TCF v2.0.

Google decided to offer their Consent Manager Platform only to selected publishers, making the decision to not support small publishers with the full compliance. The CMP Funding Choices is invitation only.

Small publishers and non selected publishers will have the following grace period: from August 15th publishers will have 30 days to fix misconfiguration issues with their Consent Management Platforms (CMPs). After the 30 days, if the misconfiguration issues persist, Google will serve non-personalized ads (NPA) for the remaining 60 days of the grace period.

Non-personalized ads are exclusive from Google buyers, using only Google technology, and do not have personalized targetings. CPMs are then lower, meaning less revenue for publishers.

After the 90 days, if the misconfiguration issues persist, Google says the ad requests won’t be filled. So no revenue for publishers.

All publishers using Ad Manager, AdMob, or AdSense have to use a Consent Manager Platform (CMP) if they have visitors from the EEA (European Economic Area).

According to Google, the report will contain Domain/MobileAppID, Error code, Error count, and Last detected date.