Google prompts crucial actions for marketers executing campaigns in the EU

Important Notice for Advertisers Targeting EEA from Digital Sunbird

Advertisers aiming to offer personalized advertisements to consumers within the European Economic Area (EEA) need to act promptly to avert potential setbacks to their campaign’s performance.

Marketing professionals are advised to transmit verifiable consent signals to Google as the tech giant initiates plans to heighten the enforcement of its EU User Consent Policy (EU UCP).

Why is it Important?

Google has warned that failing to take these necessary actions could negatively impact the performance of an advertising campaign, potentially affecting both the scope and return on investment.

What Actions to Take?

Should you or your tech partners use Google APIs/SDKs for sharing audience data with Google, you are advised to upgrade to the advanced versions of the Google Ads API and Display & Video 360 API.

App advertisers are recommended to update to the latest rendition of the Google App Conversion Tracking API or SDK. This action will permit the appropriate communication of consent signals, thereby ensuring compliance with user preferences and facilitating complete measurement and modelling.

For app advertisers collaborating with App Attribution Partners (AAP), it is necessary to upgrade to the most recent AAP SDK/API version and collaborate with your AAP partner to effectively communicate your consent signals to Google.

Global Implications

This development has wide-reaching consequences for all advertisers targeting EEA consumers, regardless of whether or not the advertiser is located within the EEA.

Why it is Happening Now?

The advertising landscape is continuously evolving with new regulatory changes and upcoming deprecation of third-party cookies. To cope with these changes and ensure the effectiveness of their audience and measurement solutions, it is crucial that advertisers adopt solutions like consent mode.

Understanding the EU UCP

The EU User Consent Policy (EU UCP) by Google is a policy aligning with European privacy regulations, particularly the ePrivacy Directive and the General Data Protection Regulation (GDPR). This policy mandates advertisers using Google services to acquire and respect end user’s consent. Its objective is to ensure compliance with established privacy standards within the online advertising ecosystem.

Google’s Statement

According to a company representative:

• “This year signifies a turning point for marketing with Google Chrome‘s planned deprecation of third-party cookies by the latter half of 2024, as well as changes in the regulatory landscape.”
• “Consent mode can help you get ready with the right foundation of durable solutions powered by your consented first-party data and Google AI.”

Detailed Information

For more comprehensive information, you are advised to thoroughly read Google’s announcement regarding this update.

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