new consent management

New Google consent management requirement for publishers

Google’s new consent management requirements are live:  this day has come.

If you are a Refinery89 publisher and use our CMP you shouldn’t worry a second about your ads for EEA and UK traffic. Everything is in place and working as usual, as our partner in CMP is Google-certified. However, if you are using a different CMP (check out the list of the certified CMPs to find yours), please, reach out immediately so as not to lose any revenue.

Let’s look at the crucial details of these sizable shifts.

As it stands, from January 16, 2024, all publishers and developers utilizing Google’s AdSense, Ad Manager, or AdMob will need to adopt a Consent Management Platform (CMP) that is approved by Google and complies with the IAB’s Transparency and Consent Framework (TCF). This is mandatory for ad delivery within the European Economic Area or the UK.

Google-certified CMP is obligatory

For ad distribution in the European Economic Area or the UK, publishers are obliged to collaborate with a CMP that has received Google’s certification. Such CMPs are evaluated by Google for adherence to criteria focused on TCF compliance. Google’s CMP evaluations ensure that those CMPs that support our Additional Consent specification are capable of doing so effectively. A CMP passing the Google certification evaluation will be listed among our Google-certified CMPs.

Absence of a certified CMP

In the absence of a certified CMP, only limited programmatic ads will be served in the EEA and/or the UK. Traffic through a certified CMP will still qualify for either personalized or non-personalized ads (NPA). Check more on these here.

Google-Certified CMPs.

From January 16, 2024, any partner not using a Google-certified CMP will be unable to serve ads to EEA and UK traffic. Conversely, traffic via a Google-certified CMP will remain eligible for both personalized and non-personalized ads (NPA).

Starting February 1, 2024, new consent management rules will apply to partners using Search Ads publisher products (AdSense for Search, AdSense for Domains, or Programmable Search Engine). To comply, publishers must employ a certified CMP that integrates with the IAB Europe’s Transparency and Consent Framework for gathering consent when serving ads to users in the EEA or the UK.

When Google begins enforcing the rules, the following will happen. If Google gets a request to show an ad through the Search Ads system for users in the EEA or UK, and it doesn’t use a CMP approved by Google, Google will only show ads if there’s a new parameter in the ad request. This parameter (learn more about implementing the new parameter called “ivt” via the AdSense Custom Search Ads for Web developer site) needs to show that there’s permission to use a special kind of cookie and local storage for both types of traffic – those who have agreed to ads and those who haven’t.

Partners bear legal responsibility for their consent-gathering tools, including cookie & local storage usage in online advertising.

Partners opting for the new parameter instead of a certified CMP might experience reduced revenue from EEA and UK traffic. If neither a Google-certified TCF CMP nor the new parameter is used, our Search Ads publisher products will not serve ads.


From January 16, 2024: Publishers and developers using Google AdSense, Ad Manager, or AdMob must use a Google-certified CMP that integrates with the IAB’s TCF for serving ads in the EEA or the UK.

From February 1, 2024: Implementation of new CMP requirements begins for publishers using Search Ads publisher products. Review the Consent management requirements for these products as outlined earlier.

What publishers should do?

For Publishers Already Using a Google-certified CMP.

Grab a coffee and congratulate yourself on the good choice of the CMP provider. It goes for Refinery89 publishers who use CMP.

For Publishers with Own CMPs.

If you have a self-managed CMP, explore the process for obtaining certification for your CMP.  Also, reach out to your ad tech partner to switch to the Google-certified CMP.

For Publishers Seeking a CMP.  

Publishers should check with the list of certified CMPs and here at Refinery89 we already have a solution waiting for you: in collaboration with we provide not only Google-certified but TTDSG, GDPR, and ePrivacy-compliant solutions. No need to look further, we have your back.

For Publishers Using Google’s Privacy & Messaging European Regulations Messages.

Evaluate which CMP solution is most suitable. The European regulations message is available in the Privacy & Messaging tab for Ad Manager, AdSense, and AdMob publishers. It is certified in line with the new TCF requirements.

For App Publishers: together with website CMPs Refienry89 is ready to serve a User Messaging Platform (UMP) SDK for app publishers with the same solid partnership.

Points to bear in mind:

  1. Compliance Necessity: Non-compliance could lead to difficulties in serving ads, affecting ad revenues.

  2. Potential Impact on Ad Revenue: Publishers who fail to comply may face limitations in ad serving. Google will impose restrictions on serving only limited types of ads, which could potentially decrease their ad revenue.

  3. User Experience and Consent: With stricter consent requirements, publishers must ensure a smooth user experience where users can easily give or withhold consent. Check out the news on the Cookies Reject button.

  4. Adaptation to Market Changes: This change reflects a broader industry trend towards increased privacy and user consent in digital advertising. Publishers must adapt to these evolving standards to remain competitive and trustworthy in the market.

  5. Increased Scrutiny on Partners: Publishers must carefully choose their ad tech partners. They should ensure to work with entities that comply with these new standards.


As you see, eventually everything boils down to you choosing the right ad tech partner.

Refinery89 is an Adtech company that takes care of every single publisher who works with us and makes sure that ads are monetized, revenue grows and business goes as smoothly as usual.

Want to leave all worries behind and join our growing community of publishers? We are just a click away!

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