Navigating Privacy Compliance Changes in 2024: What You Need to Know

The compliance deadline for big tech “gatekeepers” under the EU’s landmark Digital Markets Act is fast approaching, with tomorrow, March 6, being the last day for companies to ensure they are in line with the new regulations. Space & Time’s Tom Carter has outlined the changes that have been made and how businesses can stay up to date.

User privacy has become a major focus for businesses as they navigate the ever-changing landscape of best practices. In 2024, there have already been significant developments in the realm of privacy, including the UK Information Commissioner’s Office’s ongoing efforts to ensure websites are compliant with privacy regulations. Additionally, Google has detailed its “compliance solutions” as a gatekeeper under the Digital Markets Act.

The requirement for gatekeepers to comply with the DMA will come into effect this month in Europe, with the possibility of similar practices being adopted in the UK and other regions in the near future.

One of the key changes Google is implementing to support stronger consumer privacy protections is the requirement for Consent Mode implementation for Google analytics and ad platform cookies through a Consent Management Platform. This will ensure that advertising activities can run as normal while respecting users’ cookie preferences.

In addition to ensuring compliance with privacy regulations, Consent Mode also allows Google to collect interaction data while maintaining user anonymity and not storing any identifiable information. This means that businesses can still track conversions from ad campaigns based on aggregated and modeled data, even if users opt out of tracking.

With the upcoming changes to Google’s ad platform cookies and the increasing focus on user privacy, it is essential for businesses to audit their website tag management tools to ensure compliance and maximize the benefits of data collection and reporting.

As Google moves towards blocking third-party cookies in Chrome by the end of 2024, the collection and transfer of first-party data in a privacy-first and secure manner will become increasingly important for effective marketing strategies.

Overall, businesses must stay informed and proactive in adapting to these changes to ensure compliance with the Digital Markets Act and maintain consumer trust in their data practices.