An updated version of Google Consent Mode v2 is coming

What is Google Consent Mode v2?

Google is currently informing advertisers that they need to implement an updated version of Consent Mode if they want to keep using personalized advertising, including remarketing and the related data processing. This requirement is crucial for advertisers who rely on these techniques in their online marketing campaigns, and it applies from this year. Overall, the introduction of Google Consent Mode v2 is a response to the growing emphasis on user privacy and compliance with legal requirements for personal data protection online.

Google stresses that implementing Consent Mode is essential for advertisers who want to use advanced marketing services, including collecting relevant data through Google Ads and Google Analytics 4. For those who don't use remarketing, the update isn't necessary yet.

Given how important remarketing campaigns are for many businesses, advertisers are advised not to postpone implementing the update. Google plans to start gradually activating this change on advertiser accounts as early as March 2024.

Why is it being introduced and what's new?

User privacy protection: With growing privacy concerns and stricter legal requirements such as the GDPR in Europe, companies must ensure that the processing of users' personal data complies with the relevant regulations and respects their privacy. Google Consent Mode v2 makes it easier for websites to control how user data is processed based on their consent.

Regulatory compliance: Companies are subject to various legal requirements on personal data protection, such as the GDPR, and must ensure that their online activities comply with them. Introducing a tool like Google Consent Mode v2 can help websites comply with these regulations more effectively.

Transparency and user control: Users have more and more ways to influence how their personal data is processed online. Google Consent Mode v2 allows websites to communicate more transparently with users about how their data is processed and gives them more control over how it's used.

How does Google Consent Mode v2 work and what should you do?

Advertisers have two options depending on their use of remarketing: either no action is needed if they don't plan to use remarketing, or they need to implement the update if they want to keep using Google Ads remarketing in the future.

The new version of Consent Mode, referred to as version 2, is an extended solution that requires explicit user consent for the processing of cookies and personal data, particularly in connection with personalized advertising and analytics. This update responds to increased privacy requirements and is part of the DMA regulation. It includes two additional consent states for advertising, enabling better control over data processing in line with the GDPR and ePD.

Advertisers who need to update their websites have various options, including using solutions from certified Google partners or implementing it themselves. It's important that advertisers who intend to keep using personalized advertising take the necessary steps to comply with the new rules and avoid the negative consequences that may occur from March 2024. You can read more on Google's website.

Summary: the new requirement to implement Google Consent Mode is important for advertisers using remarketing. It's crucial to prepare for this change and make sure the update is done in time to avoid interrupting effective marketing campaigns.

For further help and guidance, advertisers shouldn't hesitate to contact experts. Contact us and we'll help you.