Google has a new policy requiring European-based publishers using its monetization tools to work exclusively with consent management platforms that comply with the ad industry’s standardized privacy protocol known as the Transparency Consent Framework (TCF).
The update applies to publishers within the European Economic Area and U.K. — areas where GDPR requires publishers and their partners in the advertising ecosystem to observe certain privacy protocols — that want to use tools such as Google AdSense, Ad Manager or AdMob.
An IAB Europe-led coalition of companies in the online ad industry devised the TCF as a means of complying with GDPR, albeit the protocol has not been without its complications since the legislation’s enforcement began five years ago (almost to the week).
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