This is a gentle reminder that Google is updating its ad-serving requirements in the European Economic Area (EEA) and the UK in the coming weeks. If you are running campaigns in these regions and fail to adopt a Google certified CMP, only programmatic limited ads will be served, which could have a significant impact on your monetization. What is a certified CMP? What is IAB Europe? TCF is a voluntary standard developed by IAB Europe that fosters collaboration between website publishers, app developers, and technology partners.