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Google Issues Urgent Steps for Advertisers

Prompt action is needed to preserve ads personalisation and measurement within Google Ads, Google Marketing Platform and GA4.

Google is urging advertisers running campaigns in the European Union (EU) to take immediate action in order to maintain personalised ads and accurate measurement within Google Ads, Google Marketing Platform, and GA4. Advertisers who wish to display personalised ads to consumers in the European Economic Area (EEA) must act promptly to avoid performance issues with their campaigns.

They need to send verifiable consent signals to Google as the search engine prepares to enforce its EU User Consent Policy (EU UCP) more strictly. Neglecting these steps could have a negative impact on campaign performance, affecting both reach and return on investment.

To comply with these requirements, advertisers and their technology partners must upgrade to the latest versions of the Google Ads API and Display & Video 360 API if they utilise Google APIs/SDKs to share audience data with Google.

A Google spokesperson said in a statement:

“This year marks an inflection point for marketing with Chrome’s planned third party cookie deprecation in the second half of 2024, as well as regulatory changes in the landscape.”

“Consent mode can help you get ready with the right foundation of durable solutions powered by your consented first-party data and Google AI.”

App advertisers are advised to update to the latest version of the Google App Conversion Tracking API or SDK to ensure proper communication of consent signals and compliance with user choices. For app advertisers working with App Attribution Partners (AAP), upgrading to the latest AAP SDK/API version and collaborating with the AAP partner to communicate consent signals to Google is essential.

The implications of these updates apply to all advertisers targeting consumers in the EEA, regardless of whether they are located within the EEA or not. As privacy regulations evolve and changes like the impending third-party cookie deprecation approach, it is crucial for advertisers to implement solutions like consent mode to ensure the effectiveness of their audience and measurement strategies.

The EU User Consent Policy (EU UCP) introduced by Google aligns with European privacy regulations such as the ePrivacy Directive (ePD) and the General Data Protection Regulation (GDPR). This policy requires marketers using Google for advertising to obtain and respect end-users’ consent, aiming to ensure compliance with established privacy standards in the online advertising ecosystem.

Google emphasises the significance of these actions due to the upcoming third-party cookie deprecation in Chrome and other regulatory changes in the privacy landscape. They encourage advertisers to use consent mode as a durable solution powered by consented first-party data and Google AI.