CMP requirements in Switzerland: Impact on Swiss Publishers and UniConsent CMP for Switzerland

Google Display & Video 360 (DV360) is making significant changes to enhance privacy and transparency. Starting July 31, 2024, DV360 will align with the Transparency and Consent Framework version 2.2 (TCF v2.2), impacting personalized ad bidding within Switzerland. This update marks an expansion of Google’s EU User Consent Policies to include Swiss users, in addition to those in the European Economic Area (EEA) and the UK.

Key Changes in Google’s EU User Consent Policy

From July 31, 2024, Google will implement several key updates. First, DV360 will extend its EU User Consent Policies to include Switzerland. Personalized ads on web and app inventory will only be served if a TCF v2.2 string with the requisite end-user permissions is present. DV360 will still accept TCF v2.1 in line with IAB Europe guidelines, but without any consent signal or identifier, DV360 will not bid.

Starting July 2024, DV360 will apply the same serving behavior to Connected TV (CTV) inventory. This change requires a unified approach across all digital advertising channels to ensure compliance. Additionally, publishers using Google AdSense, Ad Manager, or AdMob will need to adopt a certified Consent Management Platform (CMP) that integrates with the TCF for serving ads to users in Switzerland. Without a certified CMP, personalized and non-personalized ads will not be eligible to serve, and only limited ads, which are more restrictive, will be allowed. This could impact revenue from Swiss traffic.

UniConsent CMP: Your Solution to Compliance

UniConsent CMP is fully compliant with TCF v2.2, ensuring your consent management processes meet the latest industry standards. This allows you to manage consent seamlessly for users in Switzerland, the EEA, and the UK. UniConsent is a certified CMP that integrates smoothly with Google’s advertising products, ensuring your ad requests for Swiss traffic are compliant and avoiding the restrictions of limited ads.

Our platform provides robust consent management solutions for Google Ad Manager, AdSense, and AdMob. With UniConsent, you can gather, manage, and store user consent efficiently to meet all regulatory requirements. If you are already working with a certified CMP for EEA and UK traffic, transitioning to include Swiss traffic is straightforward with UniConsent.

As the July 31, 2024, deadline approaches, it’s crucial to start preparing now to avoid any disruption in your ad monetization.

About UniConsent

UniConsent CMP is a globally recognized and certified Consent Management Platform (CMP) catering to leading publishers and serving tens of millions of users daily. By providing a seamless privacy experience, UniConsent CMP helps businesses navigate the post-GDPR era and meet the evolving demands of data protection regulations. Contact us to learn more: hello@uniconsent.com