You've probably heard about Google Consent Mode, Google Analytics, and Google Ads. However, you might not know that starting in March 2024, it will be mandatory to have a cookie banner adapted to Consent Mode V2 if you want to continue running ad campaigns through Google Ads or tracking visits via Google Analytics. What does this mean? We’re here to help you understand.
The requirement indirectly stems from the Digital Markets Act (DMA), which imposes on large-scale online platforms like Google the responsibility to collect and act on user consent starting in March 2024.
If you’re familiar with the previous Consent Mode, you know it allowed you to manage how users were tracked based on the type of consent they provided.
Through cookie banners, Google was informed of the type of consent given by the user and adapted its tags (Google Tag Manager, Google Analytics, Google Marketing Platform, and Google Ads) accordingly.
However, the new Consent Mode includes additional consent signals that will be used for audience building and remarketing, allowing user data to be sent even without explicit consent while still protecting their privacy.
Thus, the new consent states are ad_user_data and ad_personalization, which let users indicate whether they want to send their data to Google for advertising purposes and whether their data should be used for personalized remarketing ads, respectively.
There will be two types of configurations: Basic and Advanced.
In the Basic configuration, no Google tags will execute or collect any information until the user provides consent. Once consent is given, Google will start modeling the data.
In the Advanced configuration, Google tags will execute before the cookie banner is loaded and before the user consents. Data will be collected but without personal identifiers. Information like country, time, date, type of conversion, and browser type will be measured to allow for more precise modeling.
To adapt to the new privacy landscape while mitigating the impact of blocking these cookies.
This means personalized ads can still be offered to users who consent, while anonymizing IPs for those who don’t, ensuring no risk of losing conversions.
Yes, you need a cookie banner to manage user consent and adapt cookies accordingly. This can be done manually or by using a Consent Management Platform (CMP) certified by Google that simplifies cookie permissions management.
In the case of Lawwwing, Google has certified us as a CMP, providing the most suitable banner for your imminent needs, as it’s already adapted to Google’s Consent Mode V2. If you need more information, don’t hesitate to contact us.
