Adapt to privacy and regulatory changes with consent mode

Jan 18, 2024

Impact Rating

01/18/24 - Granular

Granular analysis and first look

Google announced on January 18, 2024 that it will be enhancing enforcement of its EU User Consent Policy (EU UCP) to align with evolving European privacy regulations. New upgrades to consent mode require immediate action by advertisers to maintain ad personalization features and compliance with the regulatory ecosystem.

Why this matters?

  • Ensures compliance with evolving European privacy regulations.
  • Helps maintain ad performance in the EEA.
  • Provides additional control for consent collection through upgraded APIs.
  • CMP partners offer automated solutions for managing consent.

Next Steps/Action Items

  • Upgrade to the latest Google Ads API, Display & Video 360 API, and Google App Conversion Tracking API/SDK.
  • Implement or upgrade consent banners using Google CMP partners.
  • Work with App Attribution Partners to ensure proper communication of consent signals.
  • Prepare for Chrome’s third-party cookie deprecation by leveraging consent mode and first-party data.

Learn more about past Google updates