What Does this Mean for Google?
Since coming into effect in March 2024, Google had to make a number of changes to its products and services, including:- All Google Measurement technologies now require valid user consent identification on them from March onwards (this requirement applies to anyone with users in the EEA, regardless of whether the advertiser is based in the EEA)
- Any EEA data sent to Google without valid consent identifiers will (at best) be ignored. At worst there will be enforcement actions taken against advertiser accounts, including, but not limited to:
- Data Deletion
- Account functionality restrictions
- Account disabling
- The exact list of potential actions per platform will be coming from Google in the near future
What the DMA Means for Advertisers
As this is a relatively new update, the impact is something we’ll monitor closely as the DMA roll out takes action, however we do know that:- Advertisers will need a functional Consent Management Platform (Think, OneTrust, Cookie Bot, etc) integrated into their site properly.
- Advertisers will need to have Basic Consent Mode running on site and being picked up by Google Platform Tracking (GA4, Google Ads, Floodlight, etc) as a minimum requirement.
- A migration to GA4 is necessary to maintain remarketing, audiences, & conversion export, and bidding optimization.
- Advertisers will need to update to the latest versions of API/SDKs for Google Ads and DV360.
- Work with a CMP to ensure you’re collecting valid user consent for EEA users
- Implement Consent Mode
- Migrate to Google Analytics 4 to maintain remarketing, audiences & conversion export, and bidding optimization
- Upgrade to the latest versions of API/SDKs for Google Ads and DV360