In summary, starting March, Google Consent Mode becomes mandatory for all Google Analytics users, necessitating the adoption of a Google-certified CMP (Consent Management Platform).
This fulfills Google’s obligations under the Digital Markets Act (DMA), which requires gatekeepers such as Google to obtain separate consent from website visitors for personalized advertising.
What’s next?
For example, if you are a publisher using Google Analytics and other tools such as Google AdSense, Ad Manager or AdMob, we recommend that you take the following steps:
- Familiarize yourself with Google’s EU user consent policy.
- Check whether your CMP has already been certified by Google.
- Google Consent Mode v2 offers two implementations. Check which mode is suitable for you.
Good to know:
A Google-certified CMP also fulfills the requirements of the IAB Transparency and Consent Framework (TCF).