Beginning 31 July 2024, to comply with the EU User Consent Policy, partners using our Search Ads publisher products (AdSense for Search, AdSense for Domains and Programmable Search Engine) when serving ads to users in Switzerland (in addition to the EEA and the UK) will be required to either:
- Use a certified CMP that integrates with the TCF, or;
- Implement the
ivtparameter in your ad request indicating that you wish to allow ads that use an invalid traffic-only cookie & local storage on both consented and unconsented traffic.
After this date, if you send our Search Ads publisher products an ad request for Swiss traffic, and it does not use a Google-certified TCF CMP or include the ivt parameter, then search ads will not be served.
Partners are legally responsible for the tools they use to gather consent, including consent for how they use cookies & local storage in online advertising. Implementing this parameter is optional. You should consider whether to implement the new parameter, taking into account legal advice, relevant regulations, and applicable regulatory guidance.
We will continue to support your transition as you prepare for the new requirements. Review the new Google consent management requirements for serving ads in the EEA, the UK, and Switzerland (for publishers) for further details, including the full list of certified CMPs. If you're already working with a certified CMP for your EEA and UK traffic, please reach out to them to ensure they have plans to support the TCF on Swiss traffic.
