Google Ads Coordinator Ginny Marvin recently highlighted critical updates to the Google app from EU User Consent Policy.
Google is strengthening enforcement of consent requirements for European Economic Area (EEA) traffic.
As part of this, the company has introduced the second version of Consent Mode (v2), which includes settings for ad personalization and remarketing consent signals.
Advertisers must take action by March 2024 or risk losing critical advertising capabilities in the region.
A Google help page reads:
“To continue using measurement, ad personalization and remarketing features, you must collect consent for the use of personal data from EEA-based end users and share consent signals with Google. The requirements are also ‘apply if you use Google Analytics data with a Google service.
For Marvin Publicationshere’s what advertisers need to know about the pending deadline.
The March deadline: a call to action for advertisers
Google’s consent mode, which allows advertisers to adjust Google tag settings based on user consent, is being updated.
The update adds specific settings for obtaining consent for ad personalization and remarketing purposes.
The updated consent mode will include two new parameters: ad_user_data and ad_personalization, which sends consent signals related to personalized advertising.
Advertisers who do not adopt the new framework by the deadline will lose the ability to serve personalized ads and remarketing.
Transition to Google Analytics 4 is recommended
Marvin recommended that Universal Analytics 360 users move to Google Analytics 4 (GA4) as soon as possible to maintain key advertising capabilities for website traffic from the EEA.
He noted that GA4 now has a new consent setting that allows you to quickly verify that consent signals are being transmitted correctly.
In addition, GA4 offers the improved conversions feature, which uses proprietary conversion data to provide a more detailed and aggregated view of conversion behaviors.
Marvin noted two key benefits of improved conversions for advertisers:
“An advantage of implementing Enhanced Conversions in GA4 rather than just Google Ads is that user-provided data can be used for additional purposes (such as demographics and interests, and organic and paid measurement).”
Question and answer statistics
Marvin concluded his series of posts with a question and answer session about common concerns:
Consent Mode Term V2: Although no specific date is provided, the application will begin in March.
UK traffic: UK organizations advertising in the EEA must also implement updates.
Conversion measurement: Without v2 consent mode, future remarketing and personalization to audiences will not be possible.
Other considerations
Here are additional considerations for advertisers, according to Marvin’s social media posts:
Consider working with a certified consent management platform (CMP) to create and configure a compliant consent banner. Google recommends working with one of its CMP certified partners. Make sure your existing remarketing tags/audiences are configured to respect the new consent settings. Test that your tags behave appropriately based on the user’s consent options. Review your current ad measurement strategy and ensure you have alternative conversion tracking that does not rely on cookies/advertising identifiers to prepare for the post-third-party cookie landscape. Act now to educate internal stakeholders about the impending consent requirements and why they are essential to maintain user access to the EEA market. Stay tuned for any additional updates from Google as you get closer to the March application deadline.
Doing so now will ensure minimal disruption to your advertising capabilities in the EEA.
FAQ
What is V2 consent mode and how does it affect ad personalization and remarketing?
Consent Mode V2 is an updated framework introduced by Google to help advertisers meet European Economic Area (EEA) consent requirements for online advertising.
This new version includes specific settings for obtaining end-user consent related to ad personalization (ad_personalization) and remarketing (ad_user_data).
EEA advertisers, or those targeting EEA traffic, must implement these changes by March 2024 to maintain the ability to serve personalized ads and remarketing. Failure to adopt the V2 consent mode could result in a significant loss of advertising capabilities in the region.
Why is Google Analytics 4 (GA4) adoption recommended for Universal Analytics 360 users?
Universal Analytics 360 users are encouraged to upgrade to Google Analytics 4 (GA4) because GA4 has a new consent setting that ensures consent signals are shared correctly.
In addition, GA4 includes the “enhanced conversions” feature, which relies on proprietary data to provide a detailed and aggregated view of conversion activities.
By moving to GA4, advertisers retain key advertising functionality and gain additional insights into demographics, interests, and organic and paid metrics that are not solely dependent on Google Ads.
What actions should advertisers take in light of the enhanced enforcement of EEA traffic consent requirements?
Adopt V2 consent mode before the March deadline to preserve the ability to serve personalized ads and remarketing to EEA audiences. Engage with a certified consent management platform (CMP) to create a consent banner that meets policy requirements. Ensure that existing tags and remarketing audiences respect the new consent parameters and are tested for appropriate functionality based on user consent. Develop alternative conversion tracking methods that do not rely on cookies or advertising identifiers in anticipation of the upcoming decline in the use of third-party cookies. Update internal stakeholders on the new consent requirements and emphasize their importance in maintaining market access for EEA users.
Featured image: Mamun Sheikh K/Shutterstock
[ad_2]
Source link
