New - Google Consent Mode v2 : what to do?

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New - Google Consent Mode v2 : what to do?

Google Consent Mode v2, what are we talking about?

Consent Mode (Consent Mode) allows you to communicate to Google the consent status of your users regarding cookies or application identifiers. The tags adjust their behavior and respect the choices of the users.

Context

The Digital Markets Act (DMA) has come into effect in 2024, requiring online advertising players to strengthen their commitment, particularly with regard to data collection.

What’s new: Google Consent Mode v2

In this context, Google is imposing new standards with the Google Consent Mode (v2) on advertisers. This will allow them to retain essential features, including the use of audiences and 1st-party data (particularly user email) and probably also to maintain conversion measurement.

The consequences

Some of these new features are critical for maintaining your media performance with Google Ads and require actions to be implemented quickly.

Your data impacted

Since March 2024, advertisers must have implemented Google Consent Mode v2 in order to continue tracking the performance of their campaign conversions.

Check your implementation

We have developed the Consent Mode Helper extension on Chrome to easily validate the correct implementation of Google Consent Mode, particularly Consent Mode v2. 👉🏼 Download the Consent Mode Helper extension on the Chrome Web Store

To find out more about Consent Mode v2, check out our expert note on the subject, by clicking here.