The digital world, as of March 2024, will be affected by a major shift on new modes of consent,with a significant impact on the way user data is used online.
Google, to comply with the enactment of the Digital Market Act, will require those who use Google Ad and target audiences in the EU and UK to enable Google Consent Mode v2 to access audience measurement features on websites or apps.
But what does this change mean in practice?
In simple terms, if you are an end user you will have more control over how Google uses your data. You will be able to choose whether or not to consent to the use of your information for ad personalization and measurement.
As an insider and owner of an online platform, for example, you will need to implement certified systems for consent monitoring, using Google v2.
Continue reading the article to learn how to comply with the new regulations.
Google Consent Mode v2 : what is it?
The Google Consent Mode v2 is the operational mechanism, built into your website's consent banner, that adjusts the behavior of Google tags or scripts based on the end user's response.
Switching to the new system offers a number of benefits, including improved privacy management, ad performance, and user experience.
In the past, the adoption of Google Consent Mode was optional and served mainly for the configuration of the conversion model within Google AdWords. In addition, the use of a Google-certified consent management platform was optional.
Today, Google v2 consent mode is mandatory for tracking of any kind, so you need to update your website's privacy information and reflect the new required consent modes to avoid data leakage.
How to prepare your business for the new rules
The new Google data processing rules will have a significant impact on all online platforms, so it is imperative to be fully prepared to be compliant.
Starting in March 2024, Google will explicitly require websites to adopt a certified Consent Management Platform (CMP). The CMP is an essential tool that allows you to exercise greater control over data management, making more precise choices about how data is used.
Among the many changes is the inability to use users' data for ad personalization if they have not provided specific consent.
Developing new marketing strategies, which do not rely on personalization of ads, and adopting alternative analytical tools to monitor the effectiveness of campaigns, can be a viable alternative to avoid the reduction of their operation.
Monitoring and remarketing with Google Consent Mode v2
Online platforms will be able to continue to use user data for measurement, but they will have to do so in a way that complies with the new consent arrangements.
Google will no longer accept remarketing based on Google Ads data for users who have not given consent for ad personalization. This means that all online platforms will no longer be able to show ads to users who have already visited their website.
From March 2024, two new indicators within Consent Mode configurations are also mandatory:
- ad_personalization: indicates in Google platforms whether the user can be used for remarketing;
- ad_user_data: indicates whether the user's personal data can be used for personalized advertising.
Without integrating or updating the Consent Mode it will still be possible to view the conversions of users who have consented to profiling, but campaigns will suffer severe losses. Indeed, the data underlying ad optimization strategies will no longer be usable, and consented users cannot be used for retargeting.
power2Cloud helps you adjust to Google Consent Mode
Google's new consent arrangements pose a challenge for all online platforms, but they can be an opportunity to improve customer trust and build longer-lasting relationships based on transparent data processing.
power2Cloud is here to guide you through the intricate world of consents, helping you implement the new Google Consent Mode v2 correctly and as quickly as possible. Our team continues to follow clients from different verticals in building their online business and data processing for each user.
Contact us now and adapt your business by March 2024!