In today's digital landscape, safeguarding user consent plays a major role. Google Consent Mode has become an important tool for adapting the collection of data on websites to individual user decisions. With the latest update to version 2, Google Consent Mode is expanding its functions and presenting companies with new decisions. In this article, we explain exactly what Google Consent Mode is, what new features version 2 brings with it and what impact this has on implementation with Adobe Launch or other tag managers.
What is Google Consent Mode?
Google Consent Mode is a framework that makes it possible to control the functioning of Google services such as Google Ads and Google Analytics 4 on websites based on the user's consent. In essence, it is about collecting additional “signals” from users who have not given consent to the use of their personal data or access to browser storage (cookies) for data collection purposes. These signals are used to analyze conversions and user behavior, whereby the data collected without consent is modeled and processed in a special process.
What's new in Google Consent Mode v2?
In version 2 of Google Consent Mode, two additional parameters have been added to the existing parameters: ad_user_data for the use of personal data for advertising purposes and ad_personalization for the use of data for remarketing purposes. These new parameters do not directly influence the functionality of tags on the website, but serve as additional information in the network requests that are sent to Google services.
Google Consent Mode can be implemented in two variants: Basic and Advanced. It is crucial to consult with your own data protection department.
Basic Consent Mode: Here, all signals/parameters are set to “Denied” by default, which means that no data is collected without the user's consent.
Advanced Consent Mode: Here, user consent is not required to send data to Google services. “Anonymized” network requests are sent to Google servers, even if there is no consent.
It is important to note that these “anonymized” pings still collect the user's IP address, which Google only uses for localization purposes and then claims to discard.
Companies must clarify with their data protection department whether the existing consent categories in their CMP are sufficient for a data protection-compliant implementation. A decision must be made as to which variant of Google Consent Mode v2 will be implemented and whether a new consent category is required.
Conclusion
The choice between Basic and Advanced Google Consent Mode v2 depends on implementation preference and compliance requirements. Remember to update your privacy policy accordingly. This guide aims to simplify the complexities around Google Consent Mode v2 and help marketers navigate consent management more effectively.
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