What is the Google CMP Partnership program?
Contributor Fawn Turton. Digital Marketing Operations
Data privacy is an ongoing concern for many web users and there’s still that uneasy feeling that Big Brother’s watching. We’ll explain what the Google CMP Partnership is all about, but first, we’ll discuss the reason behind its arrival.
Europe has some of the strictest data protection laws already in place such as the EU’s General Data Protection Regulation (GDPR). This came into effect in 2018. It established heavy data protection rules for companies operating in the European Union or handling data of EU citizens. Companies that fail to comply can face massive fines of up to €20 million or 4% of a company’s global annual revenue, whichever is higher.
GDPR rules require websites to obtain explicit consent from a user before using gathered data for things like targeted advertising. Tech giants like Google have implemented initiatives to help website publishers remain compliant. One such initiative is Google’s Consent Management Platform (CMP) partnership program.
What the program involves
Google’s CMP partnership allows approved Consent Management Platforms to integrate user consent solutions into Google’s ad tech programs. This enables publishers to collect GDPR-compliant consent from users for using cookies and personal data across Google’s advertising services. Mainly through those somewhat annoying website pop-ups.
Those approved as CMP partners provide a user-friendly interface where website visitors can customise their privacy preferences regarding data processing and targeted advertising. The collected consent signals are shared with Google’s ad platforms e.g. Google Ads and Ad Manager.
Protecting User Privacy
Beyond legal compliance, Google’s CMP partnership underscores the company’s commitment to user privacy in the digital advertising landscape. Requiring transparent consent gives users more control over how companies use their data for ad personalisation and targeting purposes. This can foster trust between digital platforms and their users, contributing to a more ethical data ecosystem.
As data privacy continues to be a top priority for both users and regulators, initiatives like Google’s CMP partnership play a crucial role in balancing the needs of the digital advertising industry with the fundamental rights of internet users.
From January this year, Google required certified CMP’s for serving ads to the EEA (European Economic Area) and the UK regions. If you are not a certified CMP partner, you can’t deliver personalised, targeted Google Ads.
What about New Zealand and the Google CMP Partnership?
There’s no knowing how long it’ll take for the program to be implemented in New Zealand. Here at Back9, we’re already a certified Google Partner.
And being a proactive bunch, we’re already taking steps to become a Google CMP partner – staying ahead of the eight ball and up to date with everything Google.
