Termly Is Preparing for Google’s Ad Publisher Requirements

Etienne Cussol CIPP/E, CIPM

by Etienne Cussol CIPP/E, CIPM

October 6, 2023

Termly's TCF 2.2 Solution

If your business uses Google AdSense, Ad Manager, and Admob and serves ads to users in the UK or the European Economic Area (EEA), you’ll need to use a consent management platform (CMP) that follows the IAB Europe’s transparency & consent framework (TCF) version 2.2 before January 16, 2024.

As a certified Google CMP Partner, Termly supports the changes necessary to allow our customers to continue serving targeted ads in the EEA and UK before the deadline.

In this update, learn what we’re doing to achieve IAB TCF approval, what the IAB is, why the TCF is necessary, and why it impacts your use of Google AdSense, AdMob, and Ad Manager.

Table of Contents
  1. Explanation of Google's IAB TCF v2.2 Ad Requirements and Deadline
  2. Termly’s Support for IAB TCF v2.2
  3. What Is the IAB?
  4. What Is the TCF v2.2?
  5. Summary

Explanation of Google’s IAB TCF v2.2 Ad Requirements and Deadline

In a blog post from May 2023, Google announced that all partners using their publisher products must use a Google-certified CMP that incorporates the IAB TCF v2.2, which includes the following services:

  • AdSense
  • Ad Manager
  • AdMob

Websites using these Google services to serve ads in the UK or EEA have until January 16, 2024, to incorporate a Google-approved CMP.

If you’re not using an approved CMP by that date, the ads served in those regions will be significantly limited.

Termly’s Support for IAB TCF v2.2

Termly is an IAB TCF 2.2 certified CMP.

Here’s a brief rundown of what current and new Termly users can expect:

  • Our CMP gives users the option to enable support for IAB TCF 2.2 while still complying with the GDPR.
  • Termly users can manage their vendors from their dashboard, and our vendor scanner will automatically detect the presence of IAB TCF vendors on their site to reduce effort in set up and maintenance.
  • Termly users can choose to enable this TCF 2.2 compliant version of the banner from their Termly Dashboard.
  • The TCF 2.2 compliant CMP will only be displayed for European visitors and supports all of Termly’s current language offerings.
  • After the deadline, if the CMP you’re using does not comply, you can only serve limited ads in the UK and EEA.

Termly customers can configure their consent banner through their Termly Dashboard for TCF compliance, allowing you to continue using Google AdSense, AdMob, and Ad Manager.

What Is the IAB?

The European Interactive Advertising Bureau, or IAB Europe, is an advertising organization that develops the industry standard for online advertising and marketing.

It launched in 2017 before the GDPR entered into force, and its parent company is the Interactive Advertising Bureau, an American-based institution.

The IAB Europe develops frameworks and industry programs to enable businesses around the globe to interact with the European market while following strict compliance guidelines outlined by European laws like the GDPR and ePrivacy Directive.

What Is the TCF v2.2?

The IAB created the transparency & consent framework (TCF) to standardize how online advertisers and marketers obtained and communicated consent from European users.

The first version of the TCF was launched in 2018 to help entities relying on third-party advertisers (like Google AdSense) to adhere to the data privacy standards set by the GDPR.

After extensive industry review and consultation, the IAB updated the TCF multiple times.

The newest version, TCF v2.2, launched on May 16, 2023, in response to several needs and changes experienced in the industry.

Known as an accountability tool, TCF v2.2 uses standardization to help facilitate compliance with aspects of the GDPR and ePrivacy Directive, primarily regarding user consent.

Consent Management Platforms that are IAB TCF v2.2 approved help businesses serve ads to users in the UK and EEA in a way that respects those GDPR requirements.


Termly users who work with Google AdSense, Ad Manager, and AdMob can rest easy knowing we’re becoming an IAB TCF v2.2 certified CMP before the Jan. 2024 deadline.

You can configure your consent banner to support IAB TCF 2.2 in a few simple steps.

If you need more help, contact our customer support team.

Etienne Cussol CIPP/E, CIPM
More about the author

Written by Etienne Cussol CIPP/E, CIPM

Etienne is an Information Privacy professional and compliance analyst for Termly. He has been with us since 2021, managing our own compliance with data protection laws and participating in our marketing researches. His fields of expertise - and interest - include data protection (GDPR, ePrivacy Directive, CCPA), tracking technologies (third-party cookies, fingerprinting), and new forms of privacy management (GPC and the Google Privacy Sandbox). Etienne studied International Economic Affairs at the University of Toulouse, and graduated with a Masters in 2017. More about the author

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