Google integrates into IAB Europe Transparency and Consent Framework v2.0
https://blog.googleBy August 15, 2020, Google will integrate their ads systems with the IAB Europe’s Transparency and Consent Framework (TCF) v2.0.
This new framework standardizes the process of gathering, managing and communicating user permissions for how their information may be used in the advertising supply chain. Most significantly, it means that people can make choices on a per vendor and per purpose basis, and this choice will be respected in the ads that are served by all participating platforms.
From what I understand partners don’t have to use this if they don’t want to. It is up to the partners whether they choose to use TCF v2.0.
