Google is updating its consent management requirements for AdSense for Search, AdSense for Domains, and Programmable Search Engine in Switzerland. Key points: Effective July 31. Applies to ads served to users in Switzerland, in addition to the EEA and UK. Aims to comply with the EU User Consent Policy. New requirements. Publishers must either: Use a certified Consent Management Platform (CMP) that integrates with the Transparency and Consent Framework (TCF), or Implement the ‘ivt’ parameter in ad requests for invalid traffic-only cookies and local storage Why it matters. Failure to comply will result in search ads not being served to Swiss traffic. Why we care. This update essentially
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