Google's new policy for the EEA and the UK will affect your ad delivery
To implement GDPR regulations on data privacy, Google launched new consent management requirements. Starting from January 16, 2024, all products using Google platform to serve ads to users in the European Economic Area and the UK are required to use a CMP (Consent Management Platform) that has integrated IAB TCF and has been certified by Google. Otherwise, only limited ads will be served.
What exactly are IAB TCF and CMP? What is their relationship with GDPR?
IAB TCF (Transparency and Control Framework) is a standardized framework for the collection and use of user information. It is launched by IAB Europe for a better implementation of GDPR. This framework standardizes the user consent process and the encryption and decryption process of user information collection, helping developers, service providers, and CMPs smoothly implement and comply with GDPR regulations.
CMP is a technical solution for obtaining user consent. Its functions include displaying pop-ups to users, collecting user consent, and complying with the IAB TCF framework. Through the CMP pop-up, users can choose whether they agree to the app's collection and use of personal information for ad delivery.
Developers can use Google's own CMP solution UMP, or a CMP provider that has been officially certified by Google. Below is a list of certified CMPs that can be selected by developers based on needs.
https://support.google.com/admob/answer/13554116#zippy=%2Cgoogle-certified-cmps%2C经-google-认证的-cmp**
In short, GDPR is a legal regulation, IAB TCF is a framework that helps implement GDPR, and CMP is a specific tool that helps developers follow the framework to implement the regulations.
What's the difference between CMP and the ATT pop-up?
ATT is Apple's App Tracking Transparency framework on the iOS platform, which uses a pop-up to ask iOS users if they agree to obtain their IDFA for ad targeting and attribution. CMP complies with laws and regulations to solicit user consent on the collection and use of user information and currently only targets users in the EEA and the UK which under GDPR control. The essence, coverage, and granularity of the two are different. CMP covers a broader dimension and has a finer granularity. For users who are both in the EEA and the UK and use the iOS system, developers need to set both CMP and ATT pop-ups.
What should developers do next?
01
If you are already using a CMP, you need to confirm that this CMP has integrated IAB TCF and has been certified by Google;
If you haven't yet used a CMP, you can choose a Google-certified CMP from the above link or choose to use Google's own UMP solution.
02
After you has integrated the CMP, when users open your App, you need to call the CMP pop-up to ask for users' consent, and encrypt and cache it in the App.
Ad platforms can actively obtain and parse these encrypted pieces of information, and provide users with advertising services that meet their choices.
The transmission, encryption, and decryption of this information are all completed by the CMP and the advertising platform, and developers don't need to perform additional operations.
If you want to know more about CMP-related information, feel free to contact us at contact@tradplus.com
