Understanding Google Consent Mode v2: What Marketers Need to Know

Google Consent Mode v2: What Marketers Need to Know

Marketers, listen up! Google Consent Mode v2 is here, and it’s time to get on board if you want to continue collecting data for advertising purposes in the EEA/UK. But what exactly is Google Consent Mode, and why is it necessary?

Why is Google Consent Mode necessary?

Back in 2002, the EU ePrivacy Directive made cookie notices a legal requirement for websites accessible to users in the EU. However, many websites simply offered an ‘Accept all’ option, bypassing the need for explicit user consent. This led to concerns about data privacy and the misuse of user data for advertising purposes.

Google Consent Mode was introduced in 2020 to address these concerns and ensure compliance with data privacy laws such as GDPR and the ePrivacy Directive. The latest version, Google Consent Mode v2, aims to strengthen user privacy protections and ensure that data is collected and used responsibly for advertising purposes.

What’s new in Google Consent Mode v2?

Google Consent Mode v2 introduces two new consent states: ad_user_data and ad_personalization. These states determine whether personal data is shared with Google for advertising and remarketing purposes, based on user consent. Advertisers must adhere to Google’s EU user consent policy to use ad personalization features.

Businesses using Google Ads will need to upgrade to Google Consent Mode v2 to continue collecting data for advertising purposes in the EEA/UK. Failure to comply with the new requirements may result in the loss of data for remarketing and display campaigns.

Benefits of Google Consent Mode v2

By upgrading to Google Consent Mode v2, businesses can ensure compliance with data privacy laws and continue collecting data for advertising purposes. The new version also offers advanced features such as conversion modelling using machine learning, which can provide valuable insights into user behavior and ad performance.

Implementing Google Consent Mode v2 can help businesses stay ahead of the curve in a cookieless world and ensure that they are using data responsibly and ethically for advertising purposes.

What do marketers need to do?

Marketers should review their current cookie banner and ensure that it complies with Google’s EU user consent policy and the requirements of Google Consent Mode v2. Cookie banners should provide users with clear options to opt in or out of data tracking and should be prominently displayed on the website.

Businesses using cookie consent management platforms should check if their platform is compatible with Google Consent Mode v2 and make any necessary updates. The deadline for implementing Google Consent Mode v2 is 6 March 2024, so marketers should act quickly to ensure compliance.

Overall, Google Consent Mode v2 is a necessary step for marketers to take to ensure compliance with data privacy laws and continue collecting data for advertising purposes. By upgrading to the new version, marketers can stay ahead of the curve and ensure that they are using data responsibly and ethically in their marketing efforts.