Optimixed Search News

EU Council text proposes six cookie purposes that would not require consent

By the Optimixed Newsroom
52
News

TLDR

The EU Council has outlined six specific cookie use cases that would be exempt from consent requirements, with contextual ad measurement allowed only under strict limits.

Optimixed Overview

Optimixed's original report on this story.

The EU Council identified six cookie purposes that could operate without explicit user consent, including contextual ad measurement—though only when it excludes profiling and historical visit data. Publishers and ad tech vendors must now navigate a narrow definition of what qualifies as performance measurement, a constraint that will reshape how digital advertisers and platforms approach data collection and targeting across the EU.

Topics:SEO News & Algorithm Updates
Was this useful?
Share

Related articles

45
News

EU Delays Cookie Consent Rules by 4 Months in Digital Omnibus

The EU Council has agreed to a 4-month extension on cookie re-ask requirements as Digital Omnibus negotiations continue, with contextual ads and measurement cookies exempt from consent rules.

Paid Search & AdvertisingSEO News & Algorithm UpdatesTools & Platforms
45
Product announcement

Google Ads Asset Optimization in Performance Max

Google Ads' asset optimization feature in Performance Max uses AI to automatically rewrite ad copy, swap landing pages, and modify creative assets.

Paid Search & AdvertisingAI & Machine Learning in SEOTools & Platforms
55
News

Review Summaries Expand to Google Search Ads Via AI

Google Search ads now display AI-generated review summaries condensing customer feedback, expanding a feature already live on Amazon, Google Maps, and app stores.

Paid Search & AdvertisingAI & Machine Learning in SEOSEO News & Algorithm Updates
45
News

Google Ads Auto-Generated Assets: AI Max Text Customization

Google Ads is automatically generating ad headlines and descriptions from landing pages through its AI Max feature, now called text customization.

Paid Search & AdvertisingAI & Machine Learning in SEOTools & Platforms