Securiti is now a Google-certified CMP, enabling organizations to seamlessly serve ads to users from the European Economic Area (EEA) and the United Kingdom (UK).
Already a leader in providing data security, privacy, compliance, and governance solutions related to significant regulations such as the GDPR, CPRA, LGPD, PIPEDA, and others, Securiti joins the list of Google’s certified CMPs and now allows organizations to comply with leading advertising industry frameworks such as IAB EU TCF v2.2.
Securiti Supports IAB EU TCF v2.2 Compliance
In 2020, Google integrated its ad system with the Interactive Advertising Bureau (IAB) Europe's Transparency and Consent Framework (TCF). Then, in May 2023, Google announced a series of changes and updates to this system. The most important of these changes was the requirement for all businesses using Google’s advertising services in the EEA and the UK to have a Google-certified CMP in place.
This requirement came into effect on January 16, 2024. Since then, businesses that rely on Google’s ad services must have a Google-certified CMP solution. Failure to do so will result in several operational and functional limitations on ads served to the EEA and UK traffic.
One of the essential requirements of Google’s certified CMPs is to facilitate compliance with IAB EU TCF v2.2. The TCF is a voluntary protocol whose primary purpose is to standardize and streamline consent communication across the digital advertising chain in order to comply with consent legal requirements of the e-Privacy Directive, GDPR, and EU data privacy laws.
Why Businesses Need a Google-Certified CMP
Here’s why businesses need a certified CMP:
1. Access to Google’s Advertising Ecosystem
For most businesses, this is the most compelling reason to opt for a certified CMP option. Advertisers rely heavily on Google’s several ad-based products, such as AdSense, AdManager, and AdMob. Per the latest Google requirements, businesses will need to have a certified CMP solution to retain access to Google’s complete range of advertising services.
Non-compliance with these requirements will lead to restrictions on what type of ads a business may be able to run, as well as the performance of these ads. On the other hand, deploying a certified solution guarantees regulatory compliance, resulting in better engagement rates, increased ROI on ad spend, and higher click-through rates, among other benefits.
A Google-certified CMP solution would not only give businesses access to Google’s full range of advertising services necessary for effective digital marketing campaigns but also ensure better ad performance. Personalized ads deliver better results for businesses.
3. Market Competitiveness
Switching over to a Google-certified CMP can be a market differentiator, reflecting an organization’s commitment to data privacy and regulatory compliance. This can be a crucial factor in a market where users’ trust and confidence in a business’s ability to protect their data is non-negotiable.
4. Compliance with the Changing Legal Developments
Data privacy regulations and their requirements around user consent continue to evolve due to the rise in new technologies for tracking and advertising purposes. In such an environment, a certified CMP places businesses in a much better position to adapt to future changes within the legal landscape, owing to their alignment with the best practices and industry standards. The use of Google's certified CMP allows businesses to comply with industry standards and emerging data protection requirements.
Why Choose Securiti?
Securiti is the pioneer of the Data Command Center, a centralized platform that enables the safe use of data and GenAI. It provides unified data intelligence, controls, and orchestration across hybrid multi-cloud environments. Large global enterprises rely on Securiti's Data Command Center for their compliance needs in relation to data security, privacy, and governance.
Securiti has long been recognized as a leader in the privacy market, including consistently being named as a leader in IDC’s Privacy MarketScape, a leader in Forrester’s Privacy Management Wave, and a winner of IAPP’s innovation award.
Securiti’s Consent Management solution is a modern, easy-to-use and deploy, automated framework that streamlines the process of obtaining and monitoring consent to ensure all consent records across all systems in an organization are perfectly synced for better compliance. It facilitates businesses to comply with various privacy laws and industry standards, such as the IAB and Global Privacy Control.
Furthermore, it empowers organizations to build a customized preference center, deploy multiple customizable consent collection endpoints based on branding, functionality, and legal requirements, as well as so much more.
Request a demo today and learn more about how Securiti can be the perfect option to help you comply with Google’s new CMP requirements.
