Understanding the Changes
In response to the European Commission’s Digital Markets Act (DMA), Google Ads is tightening its regulations on user data. This means advertisers using Google solutions must now obtain and communicate end-user consent for data collection.
Starting on the 26th of March 2024, two critical actions are required for utilizing Audience features and Ad Personalization:
The Consequences of Missing Consent
Timing of Consent Prompts
While it’s not mandatory to prompt for consent immediately, it can be beneficial to ask for it later in the user journey, once the user has become familiar with the app. However, keep in mind that deterministic attribution will likely never achieve 100% opt-in rates.
What is Consent Mode?
Consent Mode is a Google tool that connects consent values with Google products. Initially designed for the web, it’s now available for apps as well. Advertisers collect user consent and then instruct Google accordingly. This information must always be shared with an MMP for attribution purposes.
What is a CMP?
A CMP, or Consent Management Platform, helps set up consent prompts and ensures that the data generated is stored and shared with third parties. While not mandatory (an in-house solution can be used), CMPs often have more experience and can contribute to higher opt-in rates. Google recommends using verified CMP partners, which can help navigate both regulatory and technical challenges. Google’s list of verified CMP partners
Deciding on Consent Management
When deciding on how to handle consent management, consider the following:
Implementation and Compliance
Start implementing these changes as soon as possible. Industry legislation is taking this seriously, and Google will begin auditing apps. Non-compliance could significantly damage your business. By understanding and adhering to these new regulations, advertisers can ensure continued effective use of Google Ads while maintaining compliance with evolving data privacy laws.
In response to the European Commission’s Digital Markets Act (DMA), Google Ads is tightening its regulations on user data. This means advertisers using Google solutions must now obtain and communicate end-user consent for data collection.
Starting on the 26th of March 2024, two critical actions are required for utilizing Audience features and Ad Personalization:
- Obtaining Consent: This can be done either through an in-house solution or a Consent Management Platform (CMP). Advertisers must collect user consent for both opt-in and opt-out scenarios and forward this information to their Mobile Measurement Partner (MMP), who will then send it to Google.
- Forwarding Consent Information: If consent is not provided for attribution, Google will not attribute these users to Google Ads. Instead, these users will be counted towards organic traffic or other networks. The overall impact will depend on opt-in rates.
The Consequences of Missing Consent
- No Personalized Ads: Without user consent, Google will not serve personalized ads to those users.
- No Retargeting: Users without consent will not be included in audiences for retargeting purposes.
Timing of Consent Prompts
While it’s not mandatory to prompt for consent immediately, it can be beneficial to ask for it later in the user journey, once the user has become familiar with the app. However, keep in mind that deterministic attribution will likely never achieve 100% opt-in rates.
What is Consent Mode?
Consent Mode is a Google tool that connects consent values with Google products. Initially designed for the web, it’s now available for apps as well. Advertisers collect user consent and then instruct Google accordingly. This information must always be shared with an MMP for attribution purposes.
What is a CMP?
A CMP, or Consent Management Platform, helps set up consent prompts and ensures that the data generated is stored and shared with third parties. While not mandatory (an in-house solution can be used), CMPs often have more experience and can contribute to higher opt-in rates. Google recommends using verified CMP partners, which can help navigate both regulatory and technical challenges. Google’s list of verified CMP partners
Deciding on Consent Management
When deciding on how to handle consent management, consider the following:
- Other Advertising Networks: Other Networks will likely follow similar requirements, making CMPs a more streamlined solution.
- In-House Solutions: If using an in-house tool, focus on creating the best-performing prompt, similar to Apple’s App Tracking Transparency (ATT). Be mindful of not overwhelming users with questions and choose the best moment to display the prompt.
Implementation and Compliance
Start implementing these changes as soon as possible. Industry legislation is taking this seriously, and Google will begin auditing apps. Non-compliance could significantly damage your business. By understanding and adhering to these new regulations, advertisers can ensure continued effective use of Google Ads while maintaining compliance with evolving data privacy laws.
