Advertisers who want to show personalized ads to consumers in the European Economic Area (EEA) should take immediate steps to avoid campaign performance issues.
Marketers must send verifiable consent signals to Google as the search engine prepares to step up enforcement of its EU User Consent Policy (EU UCP).
Why we care Google warned that ignoring these steps quickly could negatively impact campaign performance, affecting both reach and ROI.
next steps If you or your technology partners use Google APIs/SDKs to share audience data with Google, you must upgrade to the latest versions of the Google Ads API and the Display & Video 360 API.
In the meantime, app advertisers are encouraged to update to the latest version of the Google App Conversion Tracking API or SDK. This update enables proper communication of consent signals, ensuring compliance with user choices and facilitating comprehensive measurement and modeling.
For app advertisers working with App Attribution Partners (AAP), you will need to update to the latest version of the AAP SDK/API and work with your AAP partner to ensure your consent signals are communicated on Google.
Global impact This news has implications for all advertisers targeting EEA consumers, regardless of whether the advertiser is located within the EEA or not.
why now In an evolving privacy landscape, with regulatory changes and things like opting out of third-party cookies just around the corner, it’s critical that advertisers implement solutions like consent mode to ensure measurement and audience solutions work with effectiveness
What is EU UCP? The EU User Consent Policy (EU UCP) introduced by Google is designed to align with European privacy regulations, specifically the ePrivacy Directive (ePD) and the General Data Protection Regulation (GDPR) ). This policy requires marketers who use Google to advertise to obtain and respect end-user consent. Its goal is to ensure compliance with established privacy standards within the online advertising ecosystem.
What Google says. A spokesperson said in a statement:
“This year marks a turning point for marketing with Chrome’s planned phase-out of third-party cookies in the second half of 2024, as well as regulatory changes in the landscape.” “Consent Mode can help you prepare with the right foundation for durable solutions powered by your consented first-party data and Google’s AI.”
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deep dive Read Google’s announcement in full for more information.
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