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详解谷歌全新移动许可政策：CMP与TCF

Tabarak Paracha

2月 27, 2024

我们请来了 Gamebiz Consulting公司广告变现专家Božo Janković，他会从专业角度深入解析Google最新发布的许可规则。  

在我们的文章中，我们会重点探讨：

  • 什么是 CMP 和 TCF
  • Google的许可规则（实际）何时正式开始实施
  • 实施CMP的最佳做法和应注意事项
  • 除了使用CMP外，出版商还需要执行哪些额外步骤
  • 如何有效地将不同的许可弹窗结合起来

更多精彩细节，诚挚邀您一同揭晓。

[Tenjin Roman]：Google广告策略自2024年1月16日以来有什么变化？

[ Božo ]： 2024年1月16日，Google宣布正式推出TCF管理机制。这也就是说，所有在欧洲经济区（EEA）以及英国展示Google广告的移动App，都需要具备适配TCF 2.2版本的许可字符串。

虽然这一期限未公开披露，但据我们掌握的一些信息，这项规定将从2月1日开始生效，预计在月底前全面实施。因此，尽管1月16日是原定的截止期，但实际上并无影响。 

如果移动App无法展示CMP信息，又或是未能在2024年2月底前向Google提供许可字符串，那么在上述地区，他们就无法再向用户展示广告了。

[Tenjin Roman] ：这两个缩写是什么意思？CMP 和 TCF 是什么意思？

[ Božo ]： CMP 是 "许可管理平台"（Consent Management Platform）的缩写，是一款允许开发者用来收集用户许可权限的工具。Google和其他广告提供商都能识别这样的许可权限。

TCF则是国际广告局(IAB)推出的一种许可机制，或者说“许可标准”，明确了达成最低要求才算是有效认可。Google希望全行业能达成统一许可，因此在欧洲经济区（EEA）和英国，若想与Google继续合作，那就必须获取这样的许可。它不能是一个简单的 "真 "或 "假 "值，而必须是一个字符串值（TCF），除了Google以外，市场上的其他广告提供商也认可。

这个规定实际上是为了更好地规范和简化发行商收集用户的许可，然后把这些许可权限传递给广告提供商。

[Tenjin Roman] ：如果出版商和开发者没有遵循这项规定的话，他们基本上就可以告别从欧洲经济区和英国用户那里获取广告收入的机会了，对吗？

[ Božo ]: 确实如此。

[Tenjin Roman] ：那么CMP会负责处理这些吗？

[ Božo ]: 是，也不是。有几个重要的实施方面。CMP 向用户发送信息，需要征得用户同意。因此，信息内容及其技术实现均为CMP 服务的一部分。 

有些地方也需要开发者去做。比如说，CMP的集成工作需要由开发者来完成，因为每家CMP都有一套需要融入App代码的 软件开发工具包（SDK） ，这是只有通过开发者才能完成的。此外，开发者还需要做出许多决策，比如你希望在CMP消息中包括哪些供应商，你打算怎样处理App里面的其他弹出窗口，像iOS设备上的服务条款、隐私政策以及 App追踪透明度(ATT) 这样的弹窗，还有你打算在何时展示这个消息。因此，虽然CMP提供了很多服务，但出版商还是有很多事情需要考虑。

[Tenjin Roman] ：Tenjin这方面，我们也看到了一些例子：

  1. 每当用户选择拒绝时，开发人员根本不会初始化Tenjin SDK
  2. Tenjin帮助将用户同意的信息反馈给Google，以便他们了解如何定位用户
[ Božo ]: 是的。广告变现已有点儿受影响了，到了 2024 年 2 月底将会全面受影响。此外，我们还能看到对用户获取的影响。所以，那些开展某种类型Google营销活动的发行商们，如果要追踪安装后的用户，必须先获得用户的同意才可以。 

如果你选在在CMP 数据里列出分析工具，再结合其他的CMP 设定，比如你是否出于某些目的而依赖于合法权益，这就是复杂性所在。除了广告收益和用户获取这块，你还得根据用户是否同意来处理其他工具。这并不全是非黑即白的问题，还取决于具体的实施情况。

[Tenjin Roman] ：根据您的经验，您是否发现开发者开始以不太相同的态度对待欧洲联盟和非欧盟的用户了？

[ Božo ]: 我们没看出广告设定方式或者开发者对待用户的方式有何改变。唯一的区别是，因为谷歌只要求在这些地区出现CMP 提示，所以只有这些区域外的用户才会看到这个提示。因此，对于欧洲联盟（EEA）和英国以外的用户，无其他变化。因此，最初安装App时的流程保持不变。

请通过上面的视频观看完整的访谈内容。

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Mobile game publishing is undergoing a dramatic paradigm shift, and hyper casual games are at the center of it all. Characterized by their short engagement loops, low retention, and ad-based monetization, hyper casual titles represent a stark departure from the whale-driven, IAP-centric, tentpole economies traditionally found in the social casino and build & battle genres....

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7 Ways To Increase Your Freemium App’s ARPPU

Sunny Cha

7 Ways To Increase Your Freemium App’s ARPPU

In 1906, management consultant Joseph M. Juran paid homage to Italian economist Vilfredo Pareto by coining the term “Pareto Principle” in reference to a unique relationship he observed in the business world. He found that in the vast majority of firms he analyzed, 80% of the sales came from 20% of the clients. For the...

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What’s The Difference Between Total Revenue and LTV?

Chris Farm

What’s The Difference Between Total Revenue and LTV?

Developers use the terms “total revenue” and “LTV” interchangeably too often. This isn’t accurate. There are crucial differences that set these terms apart. Failing to consider these differences leads companies to misinterpret app performance and make poor business decisions. In order to keep your growth initiatives on-track and cost-effective, let’s clarify the differences and look...

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5 Easy Ways To Protect Your Brand From Ad Fraud

Sunny Cha

5 Easy Ways To Protect Your Brand From Ad Fraud

Fraud prevention should be a top priority for today’s mobile marketers. It’s the first line of defense against ineffective ad spending and should therefore be the first thing considered when developing your advertising strategies. Downstream optimizations like context, viewability and performance become irrelevant the second your ads aren’t being viewed by a real audience. In...

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The Beginner’s Guide To CVR Marketing

Sunny Cha

The Beginner’s Guide To CVR Marketing

In the world of digital marketing, CVR stands for Conversion Rate or Conversion Ratio. It’s a key performance indicator for digital advertising campaigns, mobile applications, and commercial websites. It looks like this: (Total Conversions / Total Impressions) * 100 The word “conversion” refers to the completion of a final and desired outcome. To be considered...

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Introducing a Better Way to Track Mobile Users

Chris Farm

Introducing a Better Way to Track Mobile Users

Tenjin is proud to announce its new mobile web-based cookie attribution technology! Currently iOS marketers depend on inaccurate mobile fingerprinting technology to attribute a user’s install to a clicked ad. At a high level, fingerprinting captures many attributes about a user’s device when an ad is clicked and directed through a browser. The attributes collected...

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The Most Interesting New iOS Features

Sunny Cha

The Most Interesting New iOS Features

New iOS Features Every Developer Needs to Know Last year’s iOS update gave developers two new toys: 3D touch and third-party integration for Siri. But this year, the iPhone 8 and X are offering many more additions. Apple’s new hardware and OS features should be interesting both for immediate development and for the future —...

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5 Questions to Help Find Your Indie Niche

Sunny Cha

5 Questions to Help Find Your Indie Niche

Creating a massive hit is every developer’s hope, but it happens far too rarely to be a goal for the majority of indie developers. Successful indies, instead, find ways to thrive without ever rising into the top ranks of the app stores. “You probably don’t know my games, and I make a pretty good living,”...

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How Subscriptions Are Driving App Revenue & Retention

Sunny Cha

How Subscriptions Are Driving App Revenue & Retention

Subscriptions are more than a niche: services like Spotify and Headspace prove that users are willing to shell out money for content they regularly use. App Annie’s chief marketing officer, Al Campa, predicts that subscription-based monetization will be the future of games. Non-gaming apps are already seeing success with subscriptions: this month Tinder reached the #1 top...

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Scaling Your Freemium App Business: Knowing When You’re Ready, and How to Do It

Sunny Cha

Scaling Your Freemium App Business: Knowing When You’re Ready, and How to Do It

You’re almost there. Your app is ready for the limelight, you’ve tested user acquisition campaigns with platforms like Facebook and Google to figure out your audience and measure conversions, and you’ve soft-launched in test markets to get a sense of install costs and initial monetization metrics. You are starting to get some traction, and you’re...

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ROI vs. ROAS: Choosing the Right Performance Metric

Roman Garbar

ROI vs. ROAS: Choosing the Right Performance Metric

When you measure your ad campaigns, you’re going to use either ROI (Return on Investment) or ROAS (Return on Ad Spend). But these measurements aren’t fully interchangeable: each has its strategic uses. A few years ago, most companies wouldn’t have stopped to consider whether switching to a subtly different measurement might be worthwhile. But today,...

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How Non-Gaming Apps Are Improving Retention

Sunny Cha

How Non-Gaming Apps Are Improving Retention

For mobile app developers, retention is hard. An average of just 7.5% of mobile users stay active 30 days after downloading an app. And while mobile game developers have spent countless hours trying to crack the retention code, there are plenty of lessons they can learn by looking at their non-gaming peers. Below, we examine four ways...

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Increase ROI With Tenjin’s Deferred Deep Linking

Chris Farm

Increase ROI With Tenjin’s Deferred Deep Linking

Tenjin’s latest feature, deferred deep linking for ads, enables one of the Web’s best features for mobile apps. Imagine you’re on your phone, looking for the newest Air Jordans. Which ad is more appealing? “Get shoes here” or “Get the Air Jordan 6 Retro Chameleon here.” More clicks — and more valuable clicks — will...

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Harnessing the Power of Big Data into Actionable Insights

Sunny Cha

Harnessing the Power of Big Data into Actionable Insights

Big data tools are now ubiquitous and, compared to years ago, cheap. But while these tools give you the “what” — fire hydrants of data — they don’t provide the “how” of using it. A gaming app developer, for example, can set up easy, out of the box tools to collect millions of data points...

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Growth Analytics vs. Product Analytics: What’s the Difference?

Sunny Cha

Growth Analytics vs. Product Analytics: What’s the Difference?

We often get asked how Tenjin compares to analytics companies such as Mixpanel, Amplitude, deltaDNA, and others. The short answer is that the best way to describe those other analytics solutions is as product-centric tools, while Tenjin can best be categorized as a growth-centric tool. What do we mean by product vs. growth analytics? Product-centric...

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How to choose the right Business Intelligence Tool for your business

Sunny Cha

How to choose the right Business Intelligence Tool for your business

Update 25.11.22: Regardless of what BI tool you choose, you can always count on Growth FullStack to set up the data pipelines for it. To get a leg up in today’s ultra competitive landscape, most app developers have come to depend on some type of Business Intelligence (BI) software. Whether built by an in-house team or bought and...

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Reported Installs vs. Tracked Installs

Sunny Cha

Reported Installs vs. Tracked Installs

If you use our attribution to track installs by media source, you might notice that there are two types of installs described there: Reported Installs and Tracked Installs. What’s the difference? Why are there differences between Reported Installs and Tracked Installs? Are the networks trying to scam you by overcharging for installs? No, probably not. In very few...

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LTV 201: A Simple Method for Forecasting

Sunny Cha

LTV 201: A Simple Method for Forecasting

Lifetime value is tricky. The simplest — and also the most reliable — LTV calculations tell you what happened in the past: segment X made Y dollars per user. In a perfect world, that would be enough. But usually, you’ll want to know the future, and that means building a more complex model. “Complex” can mean a lot...

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The Paid Marketing Conversion Funnel

Chris Farm

The Paid Marketing Conversion Funnel

In my last few meetings with small developers who want to learn about paid User Acquisition, we talked about the paid marketing conversion funnel. It seems like a simple concept at the outset, but when marketers first start buying installs it’s probably the most important concept to understand. Here’s a slide that sums up the...

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7 Tips for Optimizing Mobile App Install Campaigns From Setup to Analysis

Sunny Cha

7 Tips for Optimizing Mobile App Install Campaigns From Setup to Analysis

Mobile app install campaigns are like carefully tuned machines: every part needs optimization to prevent an explosion (in your ad budget, of course). From compiling the creatives to interpreting analytics into actionable insights, you’ve got to get it all right to succeed. We put together a list of seven tips, from the start of a...

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LTV 101

Sunny Cha

LTV 101

I talk to mobile app developers every day. After each conversation, it still amazes me how most of them don’t know what LTV means, and for those that do, they might be fuzzy on the math. This post is intended to get developers up to speed, if not to expert level (a tall order!). What...

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IDFA Sends All Zeros on iOS 10 Devices

Chris Farm

IDFA Sends All Zeros on iOS 10 Devices

A few months ago, Apple announced that iOS 10 will send all zeros for itsadvertisingIdentiferfield when the device’s user sets their limit ad tracking flag toON. According to Tenjin’s aggregate records, this represents ~15% of devices where IDFA will not be unique for a specific device. As I noted in my last post about cookies, the...

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Pay Attention to These Overlooked Mobile Metrics!

Sunny Cha

Pay Attention to These Overlooked Mobile Metrics!

High-level KPIs like ARPU and retention are great for getting a big-picture view of your mobile app’s health, but while they might suffice for an executive summary, developers tasked with moving the needle every day know the value of digging deeper. We put together a list of some valuable and overlooked KPIs that are driving...

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Time to profitability is a key metric for a growing app

Chris Farm

Time to profitability is a key metric for a growing app

It’s common for app developers to acquire users for their apps by paying 3rd parties (like ad networks). Paying for users is an investment. To measure the success of an investment, an app developer needs to monitor how quickly they can recoup the invested dollars. Time to profitability (TTP), a.k.a “time to break even”, is...

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Tenjin DataVault: a marketing infrastructure as a service.

Sunny Cha

Tenjin DataVault: a marketing infrastructure as a service.

Tenjin is proud to announce DataVault, a professional, fully managed, direct access SQL Data Warehouse for all your marketing needs. It’s a big step to democratizing mobile app business infrastructure. App developers commonly build business infrastructure once their mobile app shows promise. This is distracting. Tenjin can offload this infrastructure work with DataVault, allowing developers to...

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Building for the Marketing Scientist

Chris Farm

Building for the Marketing Scientist

As marketing goes digital, it starts to share a lot of common ground with data science. At Tenjin, we are seeing people with backgrounds in these two seemingly distinct fields, marketing and data science, emerge with a new role: the “Marketing Scientist”. There are two main drivers for the rise of the Marketing Scientist: These two...

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