Privacy has become a cornerstone in the digital advertising world. By striking a healthy balance between data privacy and personalization, advertisers can maintain user trust while improving the durability of their ad measurement and engagement.
To help with privacy-centric performance measurement, Consent Mode was developed by Google to help advertisers measure conversions and gather insights while respecting user consent choices. When a user doesn’t consent, Google Consent Mode enables website operators to recover lost conversions by filling in data gaps using conversion modeling. In turn, advertisers can get a more comprehensive view of their ad performance to more effectively optimize their campaigns.
And now with OneTrust’s integration of Google Consent Mode, OneTrust facilitates important implementation steps for easier setup. After setting up Consent Mode through your OneTrust account, you’ll be equipped to achieve greater insights into your conversion data for advertising and analytics purposes while respecting user choice when using Google Ads, Google Analytics, and Floodlight tags.
What is Google Consent Mode?Due to local regulations, it’s common for businesses to have a cookie banner, also known as a consent management platform (CMP), on their website to obtain consent for advertising and analytics cookies. With Consent Mode implemented, Google tags will adjust their behavior accordingly based on the consent choices of the user. This removes the need for complex tag firing conditions or creative customizations to tag snippets.
Let’s say someone visits your website and makes their consent selection for the use of advertising and analytics cookies from your cookie consent banner. With Consent Mode, your Google tags will be able to determine whether or not permission has been given for your site to use cookies for the specified purposes for that user. If a user consents, conversion measurement reporting continues normally. If a user does not consent, Google tags will adjust accordingly and not use advertising cookies. From there, conversion modeling fills in measurement gaps where ad interactions cannot be tied directly to conversions.
The European Union User Consent Policy (EUUCP) of Google aligns with regulations such as GDPR, the ePrivacy Directive, and the Digital Markets Act, necessitating user consent for the use of cookies and the handling of personal data for ad personalization. This policy requires advertisers using Google's platforms to obtain user consent for personalization features. To strengthen policy compliance, Google will expand its enforcement to include ad measurement features by 2024.
Advertisers are advised to adopt Consent Mode for sharing consent signals with Google and to utilize Certified Management Platform (CMP) Partners for implementing banners and the enhanced Consent Mode (v2).
What is Consent Mode v2?Google is updating their EU consent policy, and with this, unveiling updates called Google Consent Mode v2. Organizations will need to make sure that this latest mode is implemented in order to continue delivering on Google's network. Google Consent Mode v2 will be adding two new fields, namely, 'Ad User Data' and 'Ad Personalization'.
It’ll also include updates that allow:
Google Consent Mode v1 will still be supported until further notice, so organizations that are currently using that version won't be mandated to update just yet. However, companies that use the Google Ad network need to implement the required changes before March 6.
On the OneTrust side, we've updated our integration to include these new additions and other updates on the backend to Consent Mode v2.
How to get started using Consent Mode with OneTrustConsent Mode is not a CMP, and in order to use Consent Mode you first need to have a solution in place to obtain user consent on your website.
OneTrust is a CMP that helps thousands of websites stay compliant with EU data privacy regulations by providing easy-to-deploy, customizable GDPR-compliant cookie banners. These allow websites to easily receive permission from users to set cookies and capture cookie data.
Since OneTrust allows website visitors to choose which type of cookies they want to accept, customers can set granular triggers for each cookie category, including analytics and advertising. If you want more information about how OneTrust integrates with Google’s new Consent APIs or the impacts of using these APIs on Google products, read the full technical guide here.
Capture and manage user consent with OneTrust Consent & Preferences. Get started today!
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