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Blog » Data Consent Automation


SECURITI IS NOW AN OFFICIAL GOOGLE-CERTIFIED CONSENT MANAGEMENT PLATFORM


By Eric Andrews
Published January 24, 2024

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Table of contents
 * Securiti Supports IAB EU TCF v2.2 Compliance
 * Why Businesses Need a Google-Certified CMP
 * Why Choose Securiti?

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.


2. EFFECTIVE AD PERFORMANCE

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.


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