This article provides details about Google's Consent Management Platform (CMP) and how to get the most out of our tools to provide the best user experience and reach your revenue and earnings goals.
Learn more about our Privacy & messaging guidelines.
On this page
- What is the Google Consent Management Platform?
- Who uses the Google CMP?
- Why should I use a CMP?
- Where is the Google CMP displayed?
- When is the Google CMP displayed?
- Should I use the Google CMP or a third-party CMP?
Quick start
To get started, set up and manage your CMP.
What is the Google Consent Management Platform?
Google's CMP helps publishers gather user consent and provides opt-out decisions for privacy regulations. It also helps manage ad serving settings for data processing, such as the use of cookies for advertising or analytics. CMPs are essential for complying with privacy laws such as GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act), along with other US states data privacy policies.
The Google CMP supports European regulations to collect consent for GDPR and other European regulations in the EEA, UK, and Switzerland. The Google CMP also supports privacy messages for users in US states.
Who uses the Google CMP?
The Google CMP is used by publishers around the world as a solution for European and US regulatory requirements and ads monetization. Learn more about Google's CMP requirements for serving ads in the EEA, the UK, and Switzerland.
Why should I use a CMP?
Under Google’s EU user consent policy, you must make certain disclosures to your users in the European Economic Area (EEA), the UK, and Switzerland and obtain their consent for the use of cookies or other local storage where legally required, and for the collection, sharing, and use of personal data for ads personalization.
This policy reflects the requirements of:
- EU ePrivacy Directive
- General Data Protection Regulation (GDPR)
- Equivalent UK laws
Where is the Google CMP displayed?
The Google CMP appears to users as dialog messages overlaying on sites or apps that appear on various digital surfaces such as laptops, mobile devices, and tablets. These messages can contain multiple screens and options for users to confirm consent, decline, or manage options. From there, users can turn on and off data and privacy collection and further manage their data.
The Google CMP is displayed to end users all around the world, and the message they see will depend on their location, existing consent status, and more.
When is the Google CMP displayed?
The Google CMP is displayed on sites or apps that publishers have configured to show European or US regulations consent messages in Privacy & messaging. Commonly in the middle or bottom of the screen, CMPs typically display to site or app visitors the first time they reach the page to then determine the experience moving forward.
After site or app visitors make a decision — typically, "consent" or "do not consent" — for data collection and privacy policies, users won't see the message again until a publisher updates the message or needs to re-collect consent.
Should I use the Google CMP or a third-party CMP?
It's up to you. Consider both options and make the best choice for you and your publishing needs. We encourage you to research and choose the consent solution that makes the most sense for your business.
To comply with the EU User Consent Policy, partners using our publisher products—Google AdSense, Ad Manager, or AdMob—are required to use a consent management platform (CMP) that has been certified by Google and integrates with the IAB's Transparency and Consent Framework (TCF) when serving personalized ads to users in the EEA, UK, and Switzerland.
Learn more about these requirements and view our list of certified third-party CMPs. We continue to certify CMPs and we encourage publishers to check this list regularly.