Starting July 31, 2024, in compliance with the EU User Consent Policy, partners using Search Ads publisher products (AdSense for Search, AdSense for Domains, and Programmable Search Engine) must adhere to new consent management requirements when serving ads to users in Switzerland, as well as the EEA and the UK. Partners must either:
– Use a certified Consent Management Platform (CMP) that integrates with the Transparency and Consent Framework (TCF), or
– Implement the “ivt” parameter in ad requests to allow ads using an invalid traffic-only cookie and local storage for both consented and unconsented traffic.
If these conditions are not met for Swiss traffic, search ads will not be served. Partners are responsible for ensuring the tools they use for gathering consent comply with relevant regulations.
Google will support partners during this transition. Partners should review the new consent management requirements and ensure their CMPs support TCF for Swiss traffic is already in use for the EEA and UK.
