{"id":13538,"date":"2024-01-24T12:42:11","date_gmt":"2024-01-24T11:42:11","guid":{"rendered":"https:\/\/www.cookiebot.com\/en\/?p=13538"},"modified":"2026-05-04T13:33:01","modified_gmt":"2026-05-04T11:33:01","slug":"googles-consent-mode-deadline-ads-privacy-compliance","status":"publish","type":"post","link":"https:\/\/www.cookiebot.com\/en\/googles-consent-mode-deadline-ads-privacy-compliance\/","title":{"rendered":"Google\u2019s new privacy compliance requirements: March deadline, Consent Mode v2, and securing advertising"},"content":{"rendered":"\n

Google is increasing their efforts in data privacy, helping drive compliance among their customers. Recently, Shirin Eghtesadi, Director Product Management at Google, posted an article about their latest initiatives with advertising<\/a>. <\/p>\n\n\n\n

Recent regulations like the Digital Markets Act (DMA)<\/a> have created new obligations for large tech companies like Google. As a result, for the company to meet data privacy requirements, it has to create its own for third parties using its services, like Google Marketing Platform, Google Ads, or Google Analytics. Companies that want to continue using the ad personalization features of Google\u2019s ad services in Europe need to collect valid consent from end users, and be able to signal that consent to Google.<\/p>\n\n\n\n

We explore what these new requirements from Google mean for companies advertising online in the EU and EEA, how they could affect ad revenue, and how they can not only achieve privacy compliance, but benefit from consent-based marketing strategy.<\/p>\n\n\n\n

What do advertisers need to know about the Google deadline?<\/h2>\n\n\n\n

Data privacy regulations in Europe are well established, laws like the General Data Protection Regulation (GDPR)<\/a>, ePrivacy Directive<\/a> and other relevant regulations. The new rules from Google serve as a form of compliance enforcement for those in the EU\/EEA and UK markets.<\/p>\n\n\n\n

Google also introduced its EU user consent policy (EU UCP)<\/a> several years ago, which has been updated, and this is particularly relevant regarding audience and measurement solutions.<\/p>\n\n\n

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\n What is the Google EU User Consent Policy and who does it apply to? <\/h2>\n <\/div>\n
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\n \nRead more<\/span><\/a>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n\n

Google\u2019s deadline for organizations using its services in the EU\/EEA and UK for advertising is March 2024. Companies need to implement a Google-certified consent management platform, like Cookiebot CMP. If they don\u2019t, they will still be able to serve ads, but without access to personalization functionality.<\/p>\n\n\n\n

Google has recommended that companies install a consent solution from one of their CMP Partners to obtain and manage valid user consent. Cookiebot CMP was one of the first certified by Google after they announced these upcoming changes. Any CMP chosen also needs to integrate with Google Consent Mode v2<\/a>, which enables the required signaling of consent data among Google\u2019s platforms.<\/p>\n\n\n\n

How is Google defining an advertiser?<\/h3>\n\n\n\n

The definition of advertiser for these changes refers to organizations or individuals that promote products, services, or brands via various media outlets \u2014 in this case via Google\u2019s platforms, such as Google Ads. They also use digital marketing and advertising tools, like Google Analytics, for prospect targeting and conversion tracking.<\/p>\n\n\n\n

So organizations that run ad campaigns and measure performance using Google\u2019s ad tech services and analytics platform in Europe need to adopt Google\u2019s new CMP requirements by March 2024 if they don\u2019t want to risk a hit to their ad revenue.<\/p>\n\n\n\n