Navigating the New Landscape: Google Consent Mode v2 and the EU's Digital Markets Act (DMA)

[AmyBoss]

In an ever-evolving digital landscape, staying informed about regulatory changes and technological updates is critical to ensuring your marketing strategies remain effective and compliant. For marketers who are targeting consumers in the EU, there is a significant upcoming development for how Google Ads handles consent. These changes are in response to the European Union's Digital Markets Act (DMA).

If your business advertises to consumers in the EU, it is vital to confirm that your Invoca Tag is configured to collect user consent values. Skip to section “What Marketers Need to Do” to find out exactly what steps you need to take.

Understanding the DMA

The Digital Markets Act (DMA) is a regulatory framework introduced by the European Union to promote fair competition and user protection within the digital space. It targets large online platforms, referred to as "gatekeepers," ensuring they don't misuse their dominant positions to disadvantage users or competitors. For marketers, the DMA underscores the importance of transparency, user consent, and the ethical use of digital tools in advertising campaigns.

What's Changing in Google Ads?

Google is adapting to the DMA by requiring user consent for the following Google Ads features:

1. Call Conversions
2. Click Conversions
3. Customer Match

This update is designed to enhance user privacy and data protection in line with EU regulations. The fundamental changes involve how user consent is managed and how data is processed and collected. For marketers, this means adjustments in how ad performance is tracked and optimized, ensuring user consent is respected throughout the advertising process.

Who Does It Apply To?

These changes are particularly relevant for businesses operating within the European Union or targeting EU residents with their marketing campaigns. Whether you're a small local business or a multinational corporation, if your marketing efforts reach EU audiences, it's essential to comply with these updates. Understanding their impact on your Google Ads conversion tracking, audience targeting, and segmentation strategies is vital to maintain effective engagement and compliance.

What Marketers Need to Do

Review and Update Consent Practices: Ensure that your website or app's consent management processes are in line with Google's updated Consent Mode requirements. Google recommends using a Google Certified Consent Management Platform (CMP). A list of certified CMPs can be found here.

Coordinate with Invoca: The following actions should be taken to ensure a seamless continuity of data between Invoca and Google.

1. Ensure your website has implemented a Google Certified CMP to capture user consent.
2. Reach out to your Invoca CSM or email success@invoca.com to confirm:
1. Your Invoca Tag is set up to collect user consent values from your Google Certified CMP.
2. A Marketing Data Field has been created to capture and store user consent collected by the Invoca Tag.

Stay Informed on Compliance Requirements: Familiarize yourself with the DMA's provisions to ensure all aspects of your digital marketing — from data collection to ad targeting — are compliant. 

Adjust Marketing Strategies Accordingly: Be prepared to adapt your marketing strategies based on the insights and data available under the new consent framework. This might involve exploring new targeting strategies or optimizing campaigns based on aggregated data.

Need Support?

Navigating these changes can be challenging, but you're not alone. If you need support or have questions about how to adapt your marketing strategies to comply with Google's Consent Mode v2 and the DMA:

• Google Support: Google offers detailed guides and support resources to help businesses understand and implement the necessary changes. 
• Invoca Support: Contact your CSM or email success@invoca.com to ensure your Invoca Tag captures consent values from your CMP.
• Consult a Legal Expert: For specific legal advice regarding DMA compliance and how it affects your business, consulting with a legal expert specializing in EU digital regulations is advisable.

The updates to Google's Consent Mode and the introduction of the EU's DMA represent significant shifts in the digital marketing landscape. By understanding these changes and taking proactive steps to comply, marketers can ensure their strategies remain effective, respectful of user privacy, and legally compliant. Remember, these changes are not just about compliance; they're an opportunity to build trust with your audience by respecting their privacy choices and creating more transparent marketing practices.