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

Day Trading Mistakes Beginners Should Avoid (by Ido Fishman)

Ido Fishman recommends that you put your money into something insured by a bank or a money market account. Likewise, you can also dip your toes in the cryptocurrency market, which has become a household name these days and can give you some good returns.

Why So Much Fraud in Online Advertising?

I’ve been tracking down fraudsters for quite a bit, first for the US Secret Service, and then in the advertising industry in...

Regulating the Metaverse: The Rise of Virtual Influencers

In recent months, the metaverse has become an increasingly popular buzzword. Companies are building metaverse platforms and exploring unique ways of engaging...