The policy change, which is being communicated to publishers this week, also puts Google’s Funding Choices more squarely in line with CMPs that work through the IAB Europe’s Transparency and Consent Framework (TCF), which offers more granular controls to users.
Google is working on a solution to connect IAB-derived consent signals with consent gathered by publishers in its network and plans to join the IAB framework by the end of the summer.
But the inability for Funding Choices to work within the TCF, plus the original policy prohibiting more than a dozen vendors (11, really, considering Google is included by default) riled up publishers and ad tech executives who thought Google was accruing more power for itself and undermining the open ecosystem.
The Funding Choices policy reversal will alleviate part of those concerns, though there are still advantages to using Google’s pipeline of products.
Funding Choices users who are also DFP or AdSense customers will be able to automatically sync vendor or policy changes, Johnsen said.
Other CMP updates
Google is also expanding the consent and monetization options for publishers using Funding Choices.
Instead of defaulting to non-personalized ads if consumers don’t allow Google to show data-driven ads, publishers can now offer a choice between personalized ads and a payment system called Google Contributor that launched last year, where users can pay per article or page view.
Google Contributor, like Funding Choices, started as a solution to prevent revenue loss from ad blocking.
Ad blocking alternatives segue naturally into GDPR compliance, Johnsen said, since they hinge on the notion of starting a direct relationship with readers.