{"id":436,"date":"2023-12-18T15:35:08","date_gmt":"2023-12-18T14:35:08","guid":{"rendered":"https:\/\/stage.usercentrics.com\/?post_type=knowledge&p=32544"},"modified":"2025-06-24T14:11:30","modified_gmt":"2025-06-24T12:11:30","slug":"google-additional-consent-guide-publishers","status":"publish","type":"knowledge","link":"https:\/\/usercentrics.com\/us\/knowledge-hub\/google-additional-consent-guide-publishers\/","title":{"rendered":"Understanding Google’s Additional Consent: A guide for publishers"},"content":{"rendered":"\n\n

With the arrival of data protection regulations like the European General Data Protection Regulation (GDPR)<\/a>, and more recently the Digital Markets Act (DMA)<\/a>, there continues to be a heightened focus on user privacy and consent. We\u2019ve even heard that \u201cdata privacy is the hottest industry of the next decade\u201d.<\/p>\n

In this context, Google’s Additional Consent has emerged as a key tool for managing consent for Google’s ad tech providers. In this guide, we’ll dive deep into what Google’s Additional Consent is, why it’s important, and how solutions like Usercentrics CMP and Cookiebot CMP can help you navigate ever-changing requirements effectively.<\/p>\n\n\n

What is Google’s Additional Consent?<\/h2>\n

Google’s Additional Consent is a technical specification designed to enable publishers to collect and signal additional consent for ad tech providers that are not part of the IAB Europe’s Transparency & Consent Framework (TCF) v2.2<\/a>, but are listed on Google’s Ad Tech Providers (ATPs) list. This specification is crucial for publishers that want to work with ad tech providers not using the TCF.<\/p>\n

It’s important to note that Google’s Additional Consent doesn’t replace the standard IAB TCF v2.2 consent collection process, but supplements it, enabling an extra layer of consent collection for Google ATPs.<\/p>\n\n\n

Why is Google’s Additional Consent important?<\/h2>\n

Google’s Additional Consent<\/a> has significant implications for publishers. Firstly, it presents an opportunity to collect consent from a broader range of ad tech providers, potentially leading to increased ad revenue. Secondly, it helps enable compliance with Google’s EU User Consent Policy, a necessary condition for publishers using Google’s ad products.<\/p>\n

When consent for ad personalization is not obtained, Google defaults to serving non-personalized ads or no ads at all to EU users. This can seriously impact your ad revenue. By implementing Google’s Additional Consent, you can continue serving personalized ads to your users and preserve your ad revenue stream.<\/p>\n\n\n

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Take action and<\/div>\n
Google’s Additional Consent is not to be confused with Google Consent Mode.<\/div>\n
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Google Consent Mode adjusts Google tag behavior based on user consent, aiding in modeling conversion gaps. Google’s Additional Consent is a technical specification for non-TCF ad tech providers.<\/p>\n <\/div>\n <\/div>\n

\n Learn more about Google Consent Mode<\/span><\/a> <\/div>\n <\/div>\n<\/div>\n