1:14Ep 3: No Google-certified CMP? No personalized ads
Registered with IAB Europe isn't the same as Google certified.
Lesson notes
Registered with IAB Europe isn’t the same as Google certified.
A Google certified CMP is a TCF consent tool that Google has assessed and listed.
Google has required one for personalised ads in the EEA and UK since January twenty twenty four, and in Switzerland since July twenty twenty four. Take recipes.example and a reader in Paris. Path one, certified CMP, she consents, personalised ads are possible. Path two, a TCF CMP that isn’t on Google’s list. No personalised ads. At best, non-personalised ads, picked by page content and rough location, or limited ads. Path three, no valid string from a certified CMP, or no consent to store data on her device. Limited ads, with no cookies or IDs used for ads, so no frequency capping.
Today, find your CMP on Google’s certified list, and check it covers web, apps and CTV if you run them.
Next… GPP, and the end of the US privacy string.
Go deeper · 4 min readThe Impact of GDPR and CCPA on Ad TargetingUp next in this series
1:11Ep 4: US privacy: GPP replaced the US Privacy stringEp 4: US privacy: GPP replaced the US Privacy string
1:09Ep 5: GPC: the browser’s opt-out signalEp 5: GPC: the browser’s opt-out signal
1:13Ep 6: Privacy Sandbox post-mortemEp 6: Privacy Sandbox post-mortem
1:10Ep 7: Universal IDs: UID2, ID5, SharedIDEp 7: Universal IDs: UID2, ID5, SharedID
1:16Ep 8: Prebid identity modules in plain languageEp 8: Prebid identity modules in plain language
1:08Ep 9: Contextual targeting without IDsEp 9: Contextual targeting without IDs
1:06Ep 10: PAIR and clean roomsEp 10: PAIR and clean rooms
1:06Ep 1: CMPs and the TC stringEp 1: CMPs and the TC string
1:08Ep 2: TCF v2.3 and disclosedVendorsEp 2: TCF v2.3 and disclosedVendors