Enhanced Privacy Protections for Swiss Users Require Action from Google Ad Partners
NEW DELHI (India CSR): The advertising industry as a whole is taking into consideration evolving user expectations with regards to privacy across Europe. Google has announced an update to its EU User Consent Policy, extending its scope to encompass users in Switzerland. This change, effective from July 31, 2024, reflects the evolving landscape of user privacy expectations across Europe and reinforces Google’s commitment to providing users with transparency and control over their data.
“From 31 July 2024, in order to comply with the EU User Consent Policy, partners using our publisher products — Google AdSense, Ad Manager, or AdMob — will be required to use a certified CMP that integrates with the TCF when serving ads to users in Switzerland, in addition to the EEA and the UK.”, Google informed its partners.
Key Requirements for Google Ad Partners
Under the updated policy, customers using Google advertising products must obtain consent from Swiss users for the following:
- Use of Cookies and Local Storage: Consent is required for the use of cookies or other local storage mechanisms where legally mandated.
- Personalization of Ads: Consent is necessary for the collection, sharing, and use of personal data for ad personalization purposes.
These requirements are in addition to existing obligations for users in the European Economic Area (EEA) and the UK.
Implications for Publishers Using Google Ad Products
Publishers utilizing Google’s publisher products, such as AdSense, Ad Manager, or AdMob, will need to implement specific measures to comply with the updated policy:
Certified Consent Management Platform (CMP): Publishers must use a CMP that is certified and integrates with the Transparency & Consent Framework (TCF) when serving ads to users in Switzerland, as well as the EEA and the UK.
Impact on Ad Serving: Failure to use a certified CMP for Swiss traffic after July 31, 2024, will result in personalized and non-personalized ads becoming ineligible for serving. Only “limited ads,” which are significantly more restrictive and likely to impact revenue, will be permitted.
Support and Resources for Publishers
Google is providing support to help publishers transition smoothly to the new requirements:
- Help Center Resources: Detailed information and guidance are available in the Google Ad Manager, AdMob, and AdSense Help Centers.
- Certified CMP List: A comprehensive list of certified CMPs is provided to assist publishers in selecting a suitable platform.
- Proprietary CMP Certification: Publishers with proprietary CMPs can reach out to Google to express their interest in becoming certified.
- Automatic Update for Consent Management Solutions: Publishers using Google’s consent management solutions in Privacy & Messaging will receive automatic updates to comply with the policy for Swiss users.
Ensuring Compliance and Minimizing Revenue Impact
Publishers are encouraged to take proactive steps to ensure compliance with the updated policy:
- Review current CMP usage and consider consolidation if necessary.
- Reach out to existing CMP providers to confirm their support for TCF on Swiss traffic.
- Explore alternative certified CMPs if needed.
- Stay informed about updates and guidance provided by Google.
By taking these measures, publishers can maintain compliance with the EU User Consent Policy and minimize any potential impact on ad revenue from Swiss traffic.
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