Navigating The Google Advertising Landscape: Key Changes And Actions For Businesses

As the Digital Markets Act (DMA) comes into effect in the European Economic Area on March 6, 2024, Google is set to introduce significant modifications to its advertising ecosystem, impacting businesses that leverage its technologies. The primary shift revolves around the mandatory collection of user consent and its transmission to Google Marketing Platform (GMP) through certified Consent Management Platforms (CMP).

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For businesses utilizing GMP products such as Ads, Display Video 360 (DV360), Search Ads 360 (SA360), Campaign Manager, and Google Analytics 4, failure to pass consent signals will result in the cessation of crucial functionalities like bidding on audiences, running remarketing activities, accurate performance measurement, and consistent attribution.

To facilitate a smooth transition, Google has provided a notice period of over four months, allowing businesses to adopt the necessary solutions and make adjustments. The absence of a grace period means that these changes will be rigorously enforced once the DMA takes effect.

While the initial impact is limited to the European Economic Area, there are strong indications that similar legislative changes may soon be mirrored in the UK. Businesses are advised to proactively prepare for these impending shifts.

Looking beyond the European market, there are expectations of an extension of consent signals to offline data. Companies utilizing Customer Relationship Management (CRM) or Customer Data Platform (CDP) to deliver offline data to Google for Enhance Conversions are urged to engage with their technology providers to understand potential modifications required for successful consent signal transmission.

To ensure uninterrupted marketing activities, businesses are encouraged to deploy certified CMPs across their websites, implement Google’s “Consent Mode,” and, if still on Universal Analytics, upgrade to Google Analytics 4 before the March 6 deadline, as Universal Analytics will no longer be compatible with consent signals after this date. Taking these proactive measures will be crucial in navigating the evolving landscape of Google advertising.