How to fix “Consent requirement: Certified CMP not adopted” error in AdSense and Ad Manager (December 2023 guide)

Starting from January 16, 2024, Google will mandate that all publishers use a Consent Management Platform (CMP) to monetize European users. A CMP is a tool that helps publishers manage and communicate user consent for data collection and advertising. As this deadline approaches, many publishers are noticing warnings in their AdSense and Ad Manager accounts about non-compliance. If you recently have spotted the following Google notification in your AdSense account (Consent requirement: Certified CMP not adopted), this blog post will be useful for you as providing a straightforward guide to diagnose and resolve these issues.


Diagnosing the CMP Requirement warning in AdSense and Ad Manager

If your AdSense or Ad Manager account displays the message “One or more of your sites has been in violation of AdSense policies”, the first step is to assess the extent of the issue.

1) Go to the “Policy Centre” in your AdSense account (in Ad Manager, “Policy Centre” is located inside the “Admin” section)

2) Apply this filter: “Issues” matches “Consent requirement: Certified CMP not adopted”.

You will see a list of sites that are affected by the CMP error, as well as the number of affected requests. By comparing the number of “Ad serving at risk” requests with the total number of requests for each site, you can determine whether the problem is present for the majority of users or if it is limited in scope.

“Consent requirement: Certified CMP not adopted” is on the majority of requests

When the “Certified CMP not adopted” error is shown for most of the requests (>75%), the problem should be easy to spot and fix.

1) Ensure that you are using a Google-certified CMP such as Clickio Consent. You can see the up-to-date list of certified CMPs here.

2) Check that the ads are not shown before the user makes a choice. If AdSense or Ad Manager tags are not paused while the user is choosing, Google will not be able to detect the TCF consent string, which will result in the “Certified CMP not adopted”.

If the ads are not paused, check that the CMP’s tag implementation on the page is correct. Many CMPs require their tags to be placed in the <head> section of the page above any advertising and analytics scripts. Some CMPs might have further requirements that need to be implemented in order to correctly pause AdSense and Ad Manager tags.

“Consent requirement: Certified CMP not adopted” error is for a small portion of requests

When the error is shown for a small portion of the requests, it might be a bit harder to detect the problem, because at the moment AdSense does not provide more granular reporting.

1) Check that the CMP is present on all sections and pages of the website, including all subdomains. Sometimes, especially for sites with complex structure and multiple content management systems, some pages can be missed.

2) Investigate if the CMP isn’t initializing correctly for some users, possibly due to device type, browser, or connection speed. Collaborate with your CMP provider to identify and resolve these issues.

When do I need to fix the “Certified CMP not adopted” error?

You need to fix the “Certified CMP not adopted” before January 16, 2024. After this date, Google will gradually increase the portion of requests from the European Economic Area (EEA) and the UK that are not monetized due to the CMP requirement.

Use Clickio Consent to fix the issue

Non-compliance with Google’s CMP requirements can significantly impact your revenue starting from January 16,  2023. Taking prompt action to address these issues is crucial. If you need further assistance or have questions, don’t hesitate to reach out to us at Clickio for dedicated support. At Clickio, we assist publishers facing the ‘Certified CMP Not Adopted’ error. Our easy-to-set-up, Google-certified CMP offers real-time analytics to simplify compliance. Sign up for free and ensure seamless ad monetization or contact us for more information.

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