Google Consent Mode V2: Key Update for the Digital World
In connection with the adoption of the new Digital Market Acts (DMA) regulation and the ongoing development of legislation related to the protection of personal data, such as GDPR and ePrivacy, digital platforms face complex challenges in managing user consents. DMA, with the aim of strengthening the competitiveness of smaller businesses and ensuring fair search and data protection, introduces new requirements for obtaining and processing consents. In this dynamic environment Google introduces Consent Mode V2, an update to its consent management platform, which offers websites a comprehensive solution to meet new regulatory requirements. How can Consent Mode V2 help you comply with new regulatory requirements?
What is Cookie Consent Mode?
Cookie consent mode is a tool that helps websites obtain consents from users for the use of cookies. Cookies are small text files that websites store on users' computers. They can be used for various purposes, such as remembering user preferences, tracking their activity on a website, or displaying personalized ads.
Cookie consent mode is important for websites that want to comply with regulatory requirements, such as the European ePrivacy Directive or the General Data Protection Regulation (GDPR). These regulatory requirements stipulate that websites must obtain user consent for the use of cookies.
To learn more about what cookie consent mode is and its benefits, you can read more in our uičkovská abeceda.
What's new in Cookie Consent Mode?
The new updated version expands the original Consent Mode and allows for more efficient processing of cookie consents from users. With new parameters 'ad_user_data' and 'ad_personalisation' in addition to the existing 'analytics_storage' and 'ad_storage', Consent Mode V2 gives users more control over their data, thereby increasing privacy protection and enabling better personalization.
Two implementation options
Websites now have a choice between basic and advanced implementation. While the basic version limits data collection without user consent, the advanced version allows for data collection without consent through anonymous, cookieless pings. What's the difference?
Basic implementation
It is simple and straightforward, but it limits data collection when the user does not consent to the use of cookies. How does it work?
- Setting up Consent Management Platform (CMP): The website must have a Consent Management Platform (CMP) installed, which allows managing user consents regarding cookies.
- Website configuration: If the user consents to the use of cookies, the website operates normally and collects all data. However, if the user does not consent to the use of cookies, Google Analytics 4 (GA4) tags or similar tags are not activated, and minimal or no data is collected. This means that data collection is limited without user consent.
- Consent integration: The website must be configured to accept user consents and communicate this choice to Google.
Advanced implementation
It is more sophisticated and allows for data collection without user consent in an anonymized form.
- Setting up Consent Management Platform (CMP): Here too, a CMP is required to manage user consents.
- Website configuration: If the user consents to the use of cookies, the website operates normally. However, if the user does not consent to the use of cookies, GA4 cookies are not created, but consent information is transferred to Google. In addition, anonymous, "cookieless" pings are sent to Google for data modeling purposes.
This advanced implementation allows websites to obtain a certain level of data for Google Ads and GA4 even without user consent. It is a more sophisticated approach but allows for better flexibility in data collection. Both versions of Consent Mode V2 implementation are mandatory by March 6, 2024, for websites that use Google services and have users in the European Economic Area (EEA).
The importance of compliance
DMA and Google Consent Mode V2 are closely linked, especially in the context of digital advertising and personal data protection. Gatekeepers like Google are required by DMA to obtain explicit consent for the collection and use of personal data. Failure to meet this requirement can have a significant impact on advertising strategies.
Requirement for a Cookie Banner
For the implementation of Consent Mode V2, a functional cookie banner is necessary, which communicates the user's decision to Google. You can read about what a cookie banner should and should not look like on our blog.
Do you feel that you should improve your cookie consent settings on your website? Are you looking for an optimal solution for consent management? Do not hesitate to contact us, and we will be happy to help you.
It is also important to remember that server tracking requires user consent, despite widespread misconceptions. Ensuring that consent is respected on both sides is key to legal compliance and user trust.
Google Consent Mode V2 is not just a technical update but represents a step towards more ethical and compliant online advertising and data management. For website owners and advertising agencies, it is essential to verify traffic from the EEA (European Economic Area), effectively collect and manage user consents, and properly integrate Consent Mode V2 with their Google tools. This update not only protects user privacy but also enables data-based data collection, thus strengthening strategic options in the digital advertising space.
