Google-certified CMPs explained: two programmes, two jobs
Advertisers and publishers need different things from a consent platform. Google runs a programme for each.
Short answerGoogle has two lists. The CMP Partner Program badges consent platforms that integrate with Google Consent Mode and Google Tag Manager - it matters to advertisers measuring with Google tags. Separately, publishers who want to serve personalised Google ads to visitors in the EEA, UK and Switzerland need a Google-certified CMP that is registered with the IAB Transparency and Consent Framework (TCF).
What is the CMP Partner Program?
It recognises consent platforms integrated with Google Consent Mode and Google Tag Manager, in Gold, Silver and Bronze tiers based on customer support and ease of integration (Google CMP Partner Program). Google asks consent platforms to support both gtag.js and Tag Manager, and strongly recommends publishing a consent template in the Tag Manager Community Template Gallery (Google developer docs).
What is a Google-certified CMP for publishers?
Since January 2024, publishers using Google's ad products need a Google-certified CMP integrated with the IAB TCF to serve personalised ads in the EEA and UK, and in Switzerland since July 2024 (Google Ad Manager Help). The CMP must be registered with IAB Europe, and it is assessed against Google's criteria and recertified at least every 12 months (Google Ad Manager Help).
What does the IAB TCF involve?
- Registration with IAB Europe and a validation test, with an annual CMP fee (IAB Europe).
- Producing a TC string that records the visitor's choices for each vendor and purpose. TCF v2.3 has been required since 1 March 2026 (IAB Europe), and IAB Europe has announced further changes for 2026 - check its site for the dates.
- For Google, an Additional Consent string alongside the TC string for Google ad technology providers outside the TCF (Google Ad Manager Help).
Which one do I need?
| You are | You need | Why |
|---|---|---|
| An advertiser using Google Ads, GA4 or Floodlight | A CMP that supports Consent Mode v2 | Google tags need the consent signals to measure and remarket in the EEA and UK |
| A publisher showing Google ads in the EEA, UK or Switzerland | A Google-certified, IAB TCF-registered CMP | Without it, Google serves only non-personalised or limited ads |
| Neither | A consent banner that meets the law where your visitors are | Certification is about Google's products, not about the law |
Neither programme checks that your site is lawful. Google states that it does not check CMPs for full compliance with the TCF or privacy laws (Google Ad Manager Help).
Where Sadang fits
Sadang supports Google Consent Mode v2 today and is preparing an application to the CMP Partner Program. It is not a Google-certified CMP and is not registered with the IAB TCF. We say where we are on our TCF status page, and we will update it when that changes.
This guide is general information, not legal advice. Laws and regulator guidance change; check the sources linked above and take advice on your own site.