What are Google CMP certifications, and why do they matter for advertisers and publishers?

Google recently re-certified our Consent Management Platform (CMP) for publishers. Upon sharing the news, we realized that the Google CMP certification ecosystem can be confusing: What are the requirements? How can CMP become Google-certified? What it the difference between the GoogleCMP certification for publishers and advertisers?

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To help solve this, we explain the Google CMP certifications and why they matter for organizations.

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Google-certified CMPs: Understanding Google CMP certifications for publishers and advertisers 

In 2023, Google announced a CMP certification program intended for advertisers and publishers serving ads in the European Economic Area, the UK, or Switzerland to use their products in compliance with data privacy laws on use consent. The approach is slightly different between the two.

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Google CMP certification for advertisers

The Google CMP certification for advertisers is designed to assist organizations in leveraging Consent Mode for enhanced conversion modelling, enabling better reporting and optimization even when conversions cannot be directly linked to ad interactions. 

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The core requirement for a Consent Management Platform (CMP) to be certified is its integration with Google consent mode V2, Google’s mechanism for detecting user consent signals and adjusting Google tags accordingly. This ensures that CMPs are fully integrated with Consent Mode and Google Tag Manager.

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To make it even easier, the company introduced a tiering system  (Bronze, Silver, Gold) to identify the best CMP partners based on a few criteria:

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• Consent mode implementation accuracy: CMP partners must prove their consent mode implementations work as intended a majority of the time (90% minimum for Gold partners)
• Consent mode implementation experience: CMP partners must provide a guided implementation path and Google-ready banner without additional configuration work or code, as well as 3+ third-party integrations.
• Customer support channel and responsiveness: CMP partners must provide staffed support for implementation and troubleshooting, guaranteeing a first response within one business day (24 hrs) for their highest customer offering to secure a Gold status.

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Google has recognized Didomi as a Gold CMP Partner. Learn more in our dedicated article:

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Google CMP certification for publishers

For publishers, the Google CMP certification caters to Google partners using the company’s publisher products (Google AdSense, Ad Manager, or AdMob) and serving personalized ads to users in the EEA, the UK, or Switzerland.

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The certification differs from the advertiser side because it primarily revolves around compliance with the Transparency and Consent Framework (TCF) v2.2. While Google doesn’t assess the full compliance of partners with the TCF or privacy laws, it does check that CMPs support its Additional Consent technical specification.

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To learn more, check out Google’s list of certified CMPs, and read the announcement on our recent re-certification.

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Why do Google CMP certifications matter?

What is the difference between a certified and non-certified CMP, and does it really matter? Why should you care? Is it mandatory to use a Google-certified CMP?

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Using a Google-certified CMP, while not mandatory for all use cases, is essential for the following reasons:

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• Continuing to use Google products: Advertisers and publishers who meet the criteria must meet Google’s requirements and use a certified CMP to continue using the company’s suite of advertiser and publisher products. Otherwise, they risk losing their access.
• Ensuring CMP is up-to-date with industry frameworks: A Google certification ensures that your consent solutions provider takes its expertise seriously and maintains its offering following industry best practices.
• Benchmarking CMP solutions on the market: Lastly, a Google certification is a great way to filter out irrelevant options when shopping for a CMP. Check out our list of the best CMPs in 2025 to learn more. 

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Implementing and maintaining a Consent Management Platform requires a significant investment, and a Google certification ensures that you choose a provider recognized by Google as trustworthy and among the best in the market.

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If you’re in the market for a CMP or want to learn more about the essential things you should look out for in your consent management solution, download our 2025 buyer’s guide (no email required), where we break down everything you need to know:

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