9 Most Common Mistakes of IAB TCF CMP implementation

Google has enforced the IAB TCF 2.0 policy on 15th Jan 2021. Publishers have not prepared for it have already seen the impacts on advertising revenue.

We have found nine most common mistakes of IAB TCF CMP implementation by analysing some top global websites. Just installing an IAB TCF CMP doesn't mean you have the correct CMP implementation, it is compliant with GDPR, CCPA and no revenue loss.

9 most common mistakes of IAB TCF CMP implementation - UniConsent

No certified IAB TCF 2.0 CMP installed on the website
Google Ad Manager Limited Ads is not supported
Google additional consent mode is not supported
Poor loading performance of the CMP
Poor reliability of the IAB TCF consent manager
Not support the whole ecosystem Google and Header bidding
Installed a CMP not supporting IAB TCF 2.1 after the deadline
Not disclosing the cookies on the website
Other implementation errors

#1. No certified IAB TCF 2.2 CMP installed on the website

Some websites choose not to participate IAB TCF even Google has enforced the policy for EU audiences either because their EU audiences are minimum or the publishers may not understand EU IAB TCF. These websites give up the advertising revenue from EU audiences. The examples are some top sites in Australia.

UniConsent is a certified IAB TCF CMP, compliant with IAB TCF 2.0 and IAB TCF 2.1, IAB TCF 2.2.

#2. Google Ad Manager Limited Ads is not supported

Google Ad Manager Limited Ads allows you to serve advertising without using personal data if the user has not rejected the required legitimate interest options which are allowed by default.

Some CMPs which not support Google Ad Manager Limited Ads may limit their ads serving and displaying blank advertising. It happens when the consent choice meets the criteria of Google Ad Manager Limited Ads requirements.

UniConsent has the native integration with Google Ad Manager Limited Ads tech spec so you can enable the option in your account if you choose to trigger your advertising tags with UniConsent javascript API.

Some CMPs only support the IAB vendors but not support Google's Additional Consent Mode.

The publishers installed these CMPs may see reduced advertising revenue because of the CMP.

#4. Poor loading performance

Some CMPs require loading multiple large javascript files to generate the consent signals before serving ads. It harms the viewability of advertising on the website.

Block the web pages with blocking and slow loading CMP may also harm the user experience and SEO.

UniConsent CMP is well-engineered for large publishers with multiple million users running advertising, fast loading and not blocking your pages. Most publishers can see the revenue growth and SEO benefit after changing to UniConsent CMP.

One major free CMP has more than 10 hours downtime during December 2020. It had an impact on the revenue of some publishers.

Compared with the CMP with no uptime guarantee. UniConsent CMP offers the SLA for the large publishers and advertising networks which are relying on displaying advertising.