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New privacy measures: Consent Mode V2 and the elimination of third-party cookies

This year is shaping up to be a crucial chapter in the world of digital marketing, marked by anticipated changes that leave no one indifferent and whose main objective is to protect user privacy. These include the arrival of an updated Google Consent Mode and the disappearance of third-party cookies. Therefore, today on the Zink Marketing blog we are going to clear up any doubts that may arise regarding these changes.

4 January marked a significant milestone in the digital world, as Google Chrome implemented third-party cookie blocking for around 30 million users, representing 1% of the total. Google claims that it intends to definitively eliminate third-party cookies in Chrome for all its users by 2024 and thus join the rest of browsers such as FireFox, Safari, etc.

On the other hand, the new Digital Markets Act (DMA) passed in 2023 will come into force in March 2024. This legislation redefines the role of tech giants such as Google, considering them as “gatekeepers” responsible for collecting and acting on user consent. Google’s response to this requirement has been to introduce an updated version of Consent Mode.

Most notably and crucially, the use of this new version of Google’s Consent Mode becomes mandatory for all websites that make use of Google’s services from March onwards. This decision means that any entity wishing to advertise on the platform will have to adhere to this consent mode. In other words, in order to continue to accurately measure user behaviour and evaluate the performance of websites, the implementation of Google’s Consent Mode becomes an essential requirement.

But what is consent mode V2?

Google’s Consent Mode allows businesses to send consent signals from their cookie banner to Google, ensuring that their users’ consent choices are respected.

In short, it lets Google know whether a website’s visitors have agreed to share their personal data with the search engine for the use of advertising, including measurement and personalisation.

And consent mode v2 is the updated version of Consent Mode.

The launch of Google Consent Mode v2 signifies an important step in Google’s attempts to balance the needs of advertisers to collect user data with the rights of users to maintain their privacy.

Main changes introduced by Consent Mode V2

While the first version of Google’s consent mode was more focused on data collection, v2 takes a leap further by putting rules on how that data is used and shared.

In addition, this new version introduces two new consents: ‘ad_user_data’ and ‘ad_personalisation’.

– ad_user_data: This status allows user data to be sent to Google for advertising purposes. It is essential to obtain the user’s explicit consent, reinforcing the importance of privacy.

– ad_personalisation: This status specifically manages the use of data for personalised ads, such as remarketing. Again, the user must give explicit consent.

Another change introduced by this new version is that Google offers two implementation models: basic and advanced. These must be chosen according to legal requirements and desired results. Both models are compatible with Google Ads conversion modelling.

– Advanced Consent Mode: Here, even without explicit consent, you can send data to Google (pings without cookies). This is a more flexible option that allows you to maintain communication even in the absence of consent.

– Basic Consent Mode: This is stricter. If the necessary consent is not given, the tags are not activated. An option that conforms to stricter regulations, ensuring that the activation of tags is linked to the user’s consent.

In summary, businesses wishing to continue using Google’s advertising products will need to switch to Google v2 consent mode by March 2024. Failure to do so may limit online marketing and user engagement opportunities.

If you need help to effectively carry out Google’s Consent Mode v2 upgrade and implementation, please contact us.




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