What to do in Google's post-TCF enforcement era


3 min read
What to do in Google's post-TCF enforcement era

The privacy laws’ enforcement means it is the time for all the publishers heavily relying on advertising start to seek and test other privacy-first revenue streams such as the subscription and paid model.

Google's TCF 2.0 enforcement

Google recently made a major change to Google Ad Manager and Google AdX and other Google Ad Products. Google has started to enforce IAB TCF 2.0 within their products since 15th August 2020. Based on IAB TCF 2.0, a user has the right to reject personal data selling and turn off the advertising on the publisher's website. Because Google Ad server and other Ad Products has a major market share, most publishers are running their business up on Google's product. This has a huge impact on the online advertising industry in the EU.

Although most users would agree on the consent options in IAB TCF CMP, there is still a large percentage of users who choose not to agree with the consent options and turn off the ads on a site. This caused the revenue loss of the publishers.

Publishers have to adopt a new strategy urgently to respond to this major change in the market. This includes paid membership and subscriptions, donations and paywalls.

Paid subscription has been proved by the New York Times as a revenue strategy for years. Substack has also proved people like to pay for valuable content instead of seeing personalised targeting ads.

iab tcf 2.0 UniSignIn paywall

New York Times' revenue stream

UniSignIn subscription for publishers

UniSignIn has been designed as a privacy first product to allow publishers to protect their revenue with the trends of EU GDPR, US CCPA and with new global privacy laws being enforced.

The integration process can be done within hours to allow the publishers to start to turn audiences into paid subscribers.

Instead of just presenting a paywall blindlessly on all articles or content, there are multiple ways provided by UniSignIn to trigger paywalls on a segment of the article or web page. This can be when an ad-blocker is detected, the users rejected all the options at CMP level and turned off advertising, or for highly engaged users.

On the other hand, a publisher is able to provide paid premium articles to just the subscribers.

Contact us

If you a publisher like to install the paid membership and adopt a paid subscription system on your websites, contact us: [email protected]

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