Prebid.js Consent Management

UniConsent is an IAB Europe TCF 2.3 certified CMP (CMP ID 68) with native support for Prebid.js consent management. Consent signals collected by UniConsent flow automatically to every bidder in your header bidding stack, IAB TCF for GDPR, IAB GPP for US state privacy laws, and US Privacy (CCPA), with no custom code required.

Prebid.js and the IAB TCF

Prebid.js reads GDPR consent through the standard IAB TCF API (window.__tcfapi). UniConsent implements the TCF 2.3 specification, so once the consent banner is answered, Prebid's consentManagement module receives the TC string and gdprApplies flag and attaches them to every bid request. Demand partners registered on the IAB Global Vendor List then process bids according to the user's actual consent choices.

Because UniConsent is a registered CMP (verify CMP ID 68 on the IAB Europe CMP list), the TC strings it generates are accepted by all TCF-compliant SSPs, DSPs, and ad servers, including Google Ad Manager.

How UniConsent Passes Consent to Prebid

Enable the Prebid consent modules that match the frameworks you need:

• consentManagement, IAB TCF for GDPR
• consentManagementGpp, IAB GPP for US state privacy laws
• consentManagementUsp, US Privacy / CCPA

Then point each at the standard IAB CMP API:

pbjs.setConfig({
  gdpr: {
    cmpApi: "iab",
    timeout: 3000,
    allowAuctionWithoutConsent: false,
  },
  usp: {
    cmpApi: "iab",
    timeout: 500,
  },
  gpp: {
    cmpApi: "iab",
    timeout: 3000,
  },
});

UniConsent exposes the standard __tcfapi, __gpp, and __uspapi APIs, so Prebid discovers the CMP automatically, no vendor-specific adapter needed. The auction waits for the consent signal (up to your configured timeout) before bid requests fire, keeping every request compliant.

Prebid + GPP for US State Laws

For traffic from California, Virginia, Colorado, Connecticut, Utah, and other US states with privacy laws, UniConsent generates IAB GPP strings covering the applicable state sections and the MSPA. Prebid's consentManagementGpp module forwards these signals to bidders, so a single UniConsent installation handles GDPR consent in Europe and opt-out signals in the US with geo-targeted banners.

Works With Your Full Ad Stack

Prebid consent is one part of the publisher consent stack. The same UniConsent tag also passes consent to:

• Google Ad Manager, TCF consent plus Google Additional Consent for non-TCF ad tech providers
• Google Consent Mode v2, for GA4, Google Ads, and remarketing tags
• Microsoft UET, Microsoft Advertising consent mode
• Mobile SDKs, the same CMP ID 68 consent in iOS, Android, Flutter, and React Native apps

Setup

Follow the Prebid integration tutorial for the full setup, including how to delay the auction until the consent signal is ready. Most publishers are live within minutes: install the UniConsent tag, enable the Prebid consent modules, and verify TC strings with the TCF decoder.

FAQ

Does UniConsent work with Prebid.js out of the box?

Yes. UniConsent implements the standard IAB TCF, GPP, and US Privacy CMP APIs that Prebid's consent management modules discover automatically. Set cmpApi: "iab" and no vendor-specific code is required.

Which Prebid consent modules does UniConsent support?

All three: consentManagement (IAB TCF for GDPR), consentManagementGpp (IAB GPP for US state laws), and consentManagementUsp (US Privacy / CCPA).

Will the auction wait for user consent?

Yes. Prebid holds bid requests until the CMP returns a consent signal or the configured timeout elapses. With allowAuctionWithoutConsent: false, no auction runs without a valid GDPR consent signal.

Does Prebid consent work together with Google Ad Manager?

Yes. The same TC string Prebid forwards to bidders is also read by Google Publisher Tag, so Prebid demand and Google Ad Manager demand both respect the user's choices from a single UniConsent banner.