Google will enforce the use of a certified CMP that integrates with the IAB Europe's Transparency and Consent Framework (TCF) and a new parameter - IVT - in ad requests for partners using Programmable Search Engine Standard Search Element ("ProSE SSE") starting February 1, 2024. This is to comply with regulations in the European Economic Area (EEA) and the UK.
The IVT parameter is set to “false†by default, indicating that you wish to allow ads that use an invalid traffic-only cookie & local storage on both consented and unconsented traffic. Relying on this parameter is optional. You should consider whether to rely on this parameter taking into account legal advice, relevant regulations and applicable regulator guidance.
Google has stopped serving personalized ads since November 2023. The changes will gradually roll out to all EEA and UK traffic by the end of February 2024. Partners who don't implement a Google-certified TCF CMP or use the new parameter will see a decrease in revenue.
To update your engine, please review our developers documentation.