A detailed overview of the new requirements for the processing of user data, the implementation of the consent regime and practical steps for businesses and advertisers to comply with EU and UK legislation.
Data consent
New data protection rules
From March 2024, the provisions of the Digital Markets Act (DMA) come into force , which provide additional obligations for companies working with users from the European Economic Area (EEA), including EU countries, Iceland, Liechtenstein, Norway, England, Wales, Scotland and Northern Ireland. They relate to the storage and processing of user data, as well as obtaining consent from them.
Consent Mode from Google
To meet the new requirements, Google introduced the updated Consent Mode v2. It gives advertisers the ability to manage user consent to data processing and maintain campaign effectiveness through advanced information collection and processing options. The changes affected Google Ads, Google Analytics 4, Google Tag Manager and Google Marketing Platform (GMP) products.
Consequences of non-compliance
Failure to comply with DMA requirements can have serious consequences for advertisers, but Google does not officially comment on them. However, the company actively helps customers comply with legislation by updating products.
Principle of operation of Consent Mode
Consent Mode informs Google Tag or SDK about consent or lack of consent to transfer user data. With consent, Google collects details about IP addresses, URLs, cookies and advertising identifiers. Without consent, only signals about user actions are transmitted, and conversions are modeled using machine learning (in 65% of cases, according to Google).
Implementation options
Consent mode can be basic or advanced. In basic, Google tags are blocked without interacting with the consent banner. In advanced, they are loaded immediately, providing more data for simulation in case of user failure.
New parameters in Consent Mode v2
Added ad_user_data and ad_personalization to the existing ad_storage and analytics_storage parameters, which control the transmission of user data for advertising and ad personalization, respectively.
Use of offline data
To use offline data in advertising campaigns, you need to update the API of the relevant platform (Google Ads, DV360) and send consent signals.
Glossary
- EEA - European Economic Area, a union of 27 countries of the European Union and 3 countries of the European Free Trade Association.
- Digital Markets Act (DMA) is an EU regulatory act establishing new rules for large online platforms.
- Google Marketing Platform (GMP) - a set of Google advertising and analytical tools for marketers.
- Customer Match - a feature in Google Ads and DV360 for targeting existing customers based on their contact information.
Link
- Consent mode on websites and mobile applications (Google Analytics)
- Consent Mode setup guide from Admixer Advertising
- Admixer Advertising website
Hashtags
Save a link to this article
Discussion of the topic – Consent Mode v2: A privacy revolution for advertisers
With the growing importance of data protection, Consent Mode v2 is becoming a key tool for advertisers working with EEA and UK audiences. This article explores the new challenges and opportunities brought by updated privacy requirements.
Latest comments
8 comments
Write a comment
Your email address will not be published. Required fields are checked *
Kristine
In my opinion, Google's consent regime is a necessary step to protect the privacy of users' data. However, I wonder if this will affect the effectiveness of advertising campaigns? 🤔
Maximilian
I agree, data privacy is important. But the consent regime can complicate the process of collecting data for retargeting and remarketing. It will be necessary to look for alternative ways of engaging the audience. 💭
Sophie
Did you know that the updates will not only apply to advertisers from the EEA and Great Britain? Google is making global changes in its products. Perhaps this is a signal that we need to review our marketing strategies. 💻
Günther
But it's all laughs! People don't buy anything anyway, and now they also have to be given permits. Instead of growing the business, we will be dealing with privacy delusions. 🙄
Emilia
Don't be such a pessimist, Gunther! Although they will have to adapt, companies that are quick to implement change will have a competitive advantage. For example, Google Tag Manager and GA4 will help you set up consent mode. 💡
Pierre
I wonder if this will affect the use of Internet resources from different devices? We will probably have to get separate consent from users on each of their gadgets. We will have to optimize the process. 📱💻
Ania
It's good that Google has anticipated these changes and is giving advertisers time to prepare. I've already done some research and found that you can take advantage of the new Google Ads and GMP capabilities for consent management. We still need to work on the legal aspects. 📝
Marco
Maybe instead of worrying, we look at this as an opportunity to improve our marketing? Consent mode will force us to plan strategies more carefully and create more relevant content for each audience. In the end, it is only for the benefit! 💪