Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google Enforces EU User Consent Policy Impacting Advertisers
**Google** is notifying some advertisers in the **EU** that they must comply with the updated **Consent Mode v2** by July 21st to avoid disabled ad functionalities. Non-compliance will result in turning off **personalized and non-personalized ads**, **remarketing**, and **conversion tracking**. This enforcement could significantly impact **Google Ads performance** for EU traffic. Advertisers are urged to update their consent settings promptly to maintain full ad capabilities.
Optimixed’s Overview: Navigating Google’s New EU Consent Policy for Advertisers
Understanding the Enforcement of Consent Mode v2
Google has initiated stricter measures requiring advertisers operating within the European Union to comply with the updated EU User Consent Policy, specifically implementing Consent Mode v2. This policy enforcement aims to ensure user privacy and consent standards are met for digital advertising activities.
Key Implications for Advertisers
- From July 21st, advertisers not adopting Consent Mode v2 will experience disabling of personalized and non-personalized ads, as well as remarketing and conversion tracking features.
- This change primarily affects traffic originating from the EU region, potentially causing a reduction in Google Ads effectiveness.
- Advertisers currently non-compliant risk running campaigns “partially blind,” losing valuable insights into conversion performance.
Recommended Actions for Advertisers
To maintain optimal advertising results, advertisers should:
- Review and update their websites and apps to integrate Consent Mode v2 in alignment with Google’s EU User Consent Policy.
- Reach out to Google support or complete the provided compliance contact forms if assistance is needed.
- Monitor Google communications closely for updates on compliance deadlines and enforcement.
By proactively adjusting to Google’s updated consent framework, advertisers can safeguard their campaigns’ performance and continue leveraging Google Ads tools effectively within the EU market.
