{"id":15355,"date":"2024-04-30T22:00:00","date_gmt":"2024-04-30T20:00:00","guid":{"rendered":"https:\/\/ad1lu9pexv-staging.wpdns.site\/news-and-resources\/what-the-digital-markets-act-dma-means-for-google-advertisers\/"},"modified":"2024-04-30T22:00:00","modified_gmt":"2024-04-30T20:00:00","slug":"what-the-digital-markets-act-dma-means-for-google-advertisers","status":"publish","type":"post","link":"https:\/\/incubeta.com\/it\/news-and-resources\/what-the-digital-markets-act-dma-means-for-google-advertisers\/","title":{"rendered":"What the Digital Markets Act (DMA) Means for Google Advertisers"},"content":{"rendered":"\n<h2><b>What Does this Mean for Google?<\/b><\/h2>\n<span style=\"font-weight: 400;\">Since coming into effect in March 2024, Google had to make a number of changes to its products and services, including:<\/span>\n<ul>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">All Google Measurement technologies now require valid user consent identification on them from March onwards (<\/span><i><span style=\"font-weight: 400;\">this requirement applies to anyone with users in the EEA, regardless of whether the advertiser is based in the EEA<\/span><\/i><span style=\"font-weight: 400;\">)<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Any EEA data sent to Google without valid consent identifiers will (<\/span><i><span style=\"font-weight: 400;\">at best<\/span><\/i><span style=\"font-weight: 400;\">) be ignored. At worst there will be enforcement actions taken against advertiser accounts, including, but not limited to:<\/span>\n<ul>\n \t<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Data Deletion<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Account functionality restrictions<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Account disabling<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">The exact list of potential actions per platform will be coming from Google in the near future<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n&nbsp;\n\n<span style=\"font-weight: 400;\">In addition, Google indicated that any client who doesn\u2019t have a compliant (basic) <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/insights.incubeta.com\/knowledge\/what-is-consent-mode\" target=\"_blank\" rel=\"noopener\">implementation of Consent Mode<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> will have their bidding and remarketing halted.<\/span>\n<h2><b>What the DMA Means for Advertisers<\/b><\/h2>\n<span style=\"font-weight: 400;\">As this is a relatively new update, the impact is something we\u2019ll monitor closely as the DMA roll out takes action, however we do know that:<\/span>\n<ul>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Advertisers will need a functional Consent Management Platform (Think, OneTrust, Cookie Bot, etc) integrated into their site properly.\u00a0<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">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.<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A <\/span><strong><span style=\"text-decoration: underline;\"><a href=\"https:\/\/insights.incubeta.com\/knowledge\/what-is-google-analytics-4\" target=\"_blank\" rel=\"noopener\">migration to GA4<\/a><\/span><\/strong><span style=\"font-weight: 400;\"> is necessary to maintain remarketing, audiences, &amp; conversion export, and bidding optimization.<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Advertisers will need to update to the latest versions of API\/SDKs for Google Ads and DV360.<\/span><\/li>\n<\/ul>\n&nbsp;\n\n<span style=\"font-weight: 400;\">Note: Full Consent Mode is the ideal final state (unconsented and consented flags) &#8211; however the functional requirement prior to March is only Basic Consent Mode.\u00a0<\/span>\n\n<b>Step-by-Step Guide:<\/b>\n<ol>\n \t<li>Work with a CMP to ensure you&#8217;re collecting valid user consent for EEA users<\/li>\n \t<li>Implement Consent Mode<\/li>\n \t<li>Migrate to Google Analytics 4 to maintain remarketing, audiences &amp; conversion export, and bidding optimization<\/li>\n \t<li>Upgrade to the latest versions of <span style=\"font-weight: 400;\">API\/SDKs for Google Ads and DV360<\/span><\/li>\n<\/ol>\n<h2><b>What is Consent Mode &amp; How Does it Work?<\/b><\/h2>\n<span style=\"font-weight: 400;\">Google\u2019s Consent Mode lets users opt-in or out of sharing their information on a website, while enabling businesses to adjust tag behavior accordingly. With Consent Mode, users have control over their data and marketers can collect conversion signals without compromising privacy. It works without including any personal identifiers, making it a privacy-respectful way to collect critical data.<\/span>\n\n<span style=\"font-weight: 400;\">Take a look at our recent piece, <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/insights.incubeta.com\/knowledge\/what-is-consent-mode\" target=\"_blank\" rel=\"noopener\">What is Consent Mode<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> to explore our list of Consent Mode FAQs\u00a0 including: what is Consent Mode, how to set up Consent Mode, and how does Consent Mode help you comply with privacy regulations.<\/span>\n\n<span style=\"font-weight: 400;\">Basic Consent Mode can easily be enabled if the CMP in use on site is one of those that is a certified Google Partner. The exact method varies between the CMPs, but it\u2019s normally some manner of option that, at the moment, requires enabling via a tick box or some such within the platform interface.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">These integrations will push a Consent Mode update automatically to the site DataLayer based on the user consent options dealt with via the CMP cookie banner. Said update should automatically be picked up and attached to Google Platform Tracking and the consent identifiers should then be present on the data packets going from site to google.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">There are some technical considerations to take into account, but in an ideal world &#8211; once these integrations are enabled, there shouldn\u2019t be any huge technical or implementation steps to take, bar some QA and sense checking.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">&#8211;<\/span>\n\n<span style=\"font-weight: 400;\">The second large privacy update this quarter (<\/span><a href=\"https:\/\/incubeta.com\/news-and-resources\/why-eu-ad-personalization-ban-will-see-meta-shift-focus-to-ai\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"><span style=\"text-decoration: underline;\"><strong>after the Meta EU Personalization Ban<\/strong><\/span><\/span><\/a><span style=\"font-weight: 400;\">) we\u2019re seeing the industry as a whole shift towards a privacy first future as the EU cracks down on compliance and transparency within Big Tech firms. For more information or if you need help implementing Consent Mode, <\/span><span style=\"font-weight: 400;\">get in touch<\/span><span style=\"font-weight: 400;\"> today. As a Global Google partner, we&#8217;ve spent the last three years ensuring privacy safe initiatives such as Consent Mode, <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/insights.incubeta.com\/knowledge\/what-is-enhanced-conversions\" target=\"_blank\" rel=\"noopener\">Enhanced Conversions<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> and <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/insights.incubeta.com\/knowledge\/what-is-google-analytics-4\" target=\"_blank\" rel=\"noopener\">GA4<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> are in place for hundreds of our clients.<\/span>\n\n<span style=\"font-weight: 400;\">For more information on how Incubeta can help you get privacy ready in 2024, fill in the form below and speak to our team of expert specialists\u2026<\/span>\n\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"8875264\",\n    formId: \"4c7d8b75-c35e-4245-ba91-cd7532ee33ed\"\n  });\n<\/script>\n\n<em>This blog was updated on 01.05.24 &#8211; original publication November 2023.<\/em>\n","protected":false},"excerpt":{"rendered":"<p><span style=\"font-weight: 400;\">In November 2023 the European Commission announced that Google has been \u2018designated as a gatekeeper under the Digital Markets Act (DMA)\u2019 &#8211; a comprehensive regulatory framework to protect consumers and ensure fair competition amongst key digital players (Meta, Amazon, Google etc.). <\/span><span style=\"font-weight: 400;\">This impacts all users and Google advertisers in the European Economic Area (EEA) &#8211; (please note that this does not include the UK). Additionally, in line with their privacy commitments, Google has since announced that they are <\/span><a href=\"https:\/\/www.google.com\/about\/company\/user-consent-policy\/\"><span style=\"font-weight: 400;\"><b>expanding the scope of their EU User Consent Policy to apply to users in Switzerland<\/b><\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"author":10,"featured_media":1390,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[217],"tags":[],"approach":[],"solution":[],"industry":[],"market":[],"class_list":["post-15355","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-thought-leadership"],"_links":{"self":[{"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/posts\/15355","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/comments?post=15355"}],"version-history":[{"count":0,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/posts\/15355\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/media\/1390"}],"wp:attachment":[{"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/media?parent=15355"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/categories?post=15355"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/tags?post=15355"},{"taxonomy":"approach","embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/approach?post=15355"},{"taxonomy":"solution","embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/solution?post=15355"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/industry?post=15355"},{"taxonomy":"market","embeddable":true,"href":"https:\/\/incubeta.com\/it\/wp-json\/wp\/v2\/market?post=15355"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}