Critical Measures for Advertisers Conducting Campaigns in the EU
Action Required: Advertisers Must Act Now to Ensure Compliance with EU User Consent Policy
Attention all advertisers targeting consumers in the European Economic Area (EEA)! Google is stepping up enforcement of its EU User Consent Policy (EU UCP), and immediate action is required to prevent campaign performance issues.
Marketers must send verifiable consent signals to Google to ensure compliance with the EU UCP. Neglecting these steps could have a negative impact on campaign performance, affecting reach and return on investment.
To avoid any issues, advertisers and technology partners using Google APIs/SDKs must upgrade to the latest versions of the Google Ads API and Display & Video 360 API. App advertisers are also advised to update to the latest version of the Google App Conversion Tracking API or SDK to properly communicate consent signals.
For app advertisers working with App Attribution Partners (AAP), upgrading to the latest AAP SDK/API version is necessary to ensure consent signals are communicated to Google.
Implementing consent mode is crucial, and working with a Google consent management platform (CMP) partner is the simplest option. This will enable advertisers to comply with user choices and facilitate comprehensive measurement and modeling.
This news has global implications for all advertisers targeting consumers in the EEA, regardless of their location. With regulatory changes and third-party cookie deprecation on the horizon, it is essential for advertisers to implement solutions like consent mode to ensure effective audience and measurement solutions.
The EU User Consent Policy (EU UCP) introduced by Google aligns with European privacy regulations to ensure compliance with established privacy standards in online advertising.
Google emphasized the importance of consent mode in preparing for upcoming changes in the marketing landscape, such as Chrome’s planned third-party cookie deprecation in the second half of 2024.
For more information, read Google’s full announcement. Stay informed and take action to ensure your advertising campaigns remain effective and compliant with privacy regulations.
