Why EU Ad Revenues Are Dropping Fast Because of Google

It’s almost here, CMP (consent management platform) D-day! The question is, are you ready?

On October 15, Google and other demand sources are ramping up the compliance requirements again, and this time, it’s serious!

Publishers will receive a message similar to this below:

tcf notification

“IAB TCF V2.0 errors detected – we’ve detected an issue on your IAB TC string on one or more of your sites or apps. These errors may affect your ability to serve ads to European users. A detailed report is available on the EU user consent page.”


TCF or Transparency & Consent Framework, was created to enable consumers to provide or withhold consent regarding their data being processed by online platforms. At the same time, the framework gives consumers the ability to gain control over how vendors may use their data.

You might wonder why there was a need for a TCF V2.0, and what was wrong with V1.0? Publishers generally did not like the first version as many loopholes existed, which favored AdTech vendors. However, as TCF was one of a kind and a first for the advertising industry, it can’t be expected to be perfect the first time around.

In fact, IAB and its creators expected new versions to emerge from V1.0.

The new version of TCF has focused on improving the original framework by increasing consumer transparency and providing greater control to publishers.

Find out more about IAB TCF V2.0 here.

Pesach Lattin
Pesach Lattinhttp://pacevegas.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pace Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

Similar Articles


What's your opinion?


Most Popular

Proposed FTC Influencer Guidelines Change the Game

The Federal Trade Commission (“FTC”) recently announced its long awaited proposed changes to its Guides Concerning the Use of Endorsements and Testimonials...

How to Create Customer Journeys with Anonymous Data

In the age of data privacy concerns, brands must get creative in their use of customer data to personalize shopper journeys. This...

Viewability isn’t All That to Look At

We aren't sure when this became so popular, but the advertising industry keeps pushing the idea that viewability is the key metric...