Is Your CMP Actually Certified? How to Check (and What to Do if It’s Not)

Consent Management Platforms (CMPs) are the backbone of privacy compliance under laws like the GDPR and UK GDPR. But not all CMPs are created equal and some that claim to be certified… aren’t.

With Google now enforcing CMP certification for publishers and advertisers using its platforms, choosing a certified CMP isn’t just about legal compliance, it’s about maintaining your ad revenue, audience trust, and search performance.

In this post, we’ll cover:

• What “certified CMP” really means

• Why it matters for your business

• How to verify if your CMP is actually certified

• What steps to take if it’s not

What Is a Certified CMP?

A certified CMP is a Consent Management Platform that has been officially approved by:

1. Google’s CMP Partner Program, and/or

2. The IAB Europe’s Transparency & Consent Framework (TCF)

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Google-Certified CMPs

To serve ads via Google AdSense, Ad Manager, or AdMob, websites using consent banners in the EEA or UK must use a CMP that is certified and integrated with the TCF v2.2.

As of early 2024, using a non-certified CMP means Google ads won’t show to EEA/UK users cutting off revenue.

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IAB TCF-Approved CMPs

The Transparency and Consent Framework (TCF) standardizes how consent is gathered and shared across the ad tech ecosystem.
Only CMPs approved by IAB Europe can interact properly with ad networks using TCF.

A TCF-certified CMP ensures:

• Consent signals are passed in the correct format

• Users are given standardized vendor choices

• You can join trusted ad networks that require TCF participation

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How to Check If Your CMP Is Certified

1. Google CMP Partners List

Google maintains a list of officially certified CMPs:

https://cmppartnerprogram.withgoogle.com/

Use the search function (Ctrl+F) to check if your provider is listed.

2. IAB Europe CMP Validator

IAB Europe publishes a registry of approved CMPs:

https://iabeurope.eu/cmp-list/

Each CMP will have:

• A CMP ID number

• Certification status (approved / revoked)

• TCF version supported

If your CMP isn’t on either list, you should treat it as not certified.

What Happens If You Use a Non-Certified CMP?

Here are the real impacts:

• Loss of Google ad revenue: Your site may stop serving ads to EU/UK visitors.

• Audit and compliance risk: Invalid consent collection may violate GDPR/UK GDPR.

• Vendor data issues: Consent signals may not reach analytics, CDPs, or ad platforms.

• Brand trust problems: Users may notice missing reject buttons or unclear controls.

Even if your CMP looks compliant, failure to meet certification standards can result in silent noncompliance until your revenue or legal team gets hit.

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What to Do If Your CMP Isn’t Certified

If you discover that your current CMP isn’t certified:

1. Ask Your Provider Why

• Are they in the process of getting certified?

• Do they plan to support TCF v2.2 or Google certification?

If the answer is unclear or evasive, it’s a red flag.

2. Plan a Migration to a Certified CMP

Choose a CMP that:

• Is officially listed by Google and/or IAB

• Offers full TCF v2.2 support

• Logs and stores consent records properly

• Supports geo-targeting, custom design, and multi-language options

3. Communicate the Switch

Let your legal and marketing teams know:

• You’re closing a compliance gap

• You’ll protect ad revenue and regulatory readiness

• The new platform will be audit-ready from day one

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Why Certified CMPs Offer More Than Just a Badge

A certified CMP isn’t just about passing a checklist. It shows that the tool has been reviewed, tested, and meets industry-wide standards for:

• GDPR transparency

• Consent integrity

• Interoperability with global ad platforms

• Future-proof compliance as laws evolve

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Final Takeaway

Your CMP might look modern. It might even say “GDPR-compliant” on the homepage. But if it’s not certified by Google or IAB Europe, it could be costing you:

• Ad revenue

• Legal risk exposure

• Loss of user trust

Always verify your CMP’s certification status.
If it’s not on the official lists, start planning your exit because privacy compliance can’t be left to guesswork.

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Sources

• Google Certified CMP List - https://support.google.com/admanager/answer/11956195

• IAB Europe CMP Registry - https://iabeurope.eu/cmp-list/

• EDPB Guidelines on Consent (05/2020) -
  https://edpb.europa.eu/our-work-tools/our-documents/guidelines/guidelines-052020-consent-under-regulation-2016679_en