Google has issued an urgent call to action for advertisers operating in the European Economic Area (EEA). In order to comply with the EU User Consent Policy (EU UCP), marketers must take immediate action to prevent any performance issues with their campaigns.
Why does this matter? Neglecting to comply with these steps could have a significant impact on campaign performance, leading to decreased reach and return on investment. This is especially important in light of the upcoming changes in the privacy landscape, such as the deprecation of third-party cookies and regulatory changes.
What do I need to do? If you or your technology partners use Google APIs or SDKs to share audience data, you must upgrade to the latest versions of the Google Ads API and Display & Video 360 API. App advertisers are also advised to update to the latest version of the Google App Conversion Tracking API or SDK, which will enable proper communication of consent signals and ensure compliance with user choices.
For app advertisers working with App Attribution Partners (AAP), it is crucial to upgrade to the latest AAP SDK/API version and work with your AAP partner to ensure consent signals are properly communicated to Google.
What is the impact? This news affects all advertisers targeting consumers in the EEA, regardless of their location. It is essential to take action now to ensure compliance with the EU UCP and avoid any negative impact on campaign performance.
What is the EU UCP? The EU User Consent Policy was implemented by Google to align with European privacy regulations, specifically the ePrivacy Directive and the General Data Protection Regulation (GDPR). It requires marketers using Google for advertising to obtain and respect end users' consent, with the goal of ensuring compliance with established privacy standards in the online advertising ecosystem.
What is Google saying? In a blog post, Google stated that this year is an "inflection point" for marketing due to changes like the upcoming deprecation of third-party cookies and regulatory changes. Google has developed "consent mode" to help advertisers prepare for these changes and ensure compliance with the EU UCP using first-party data and Google AI.
What should I do next? It is crucial for businesses to stay informed about changes in the privacy landscape and take proactive steps to ensure compliance. Consider subscribing to MarTech Daily to receive updates and guidance on navigating these changes. It is also recommended to upgrade to the latest versions of Google APIs and SDKs and work with your technology partners to ensure compliance with the EU UCP.
Originally reported by Martech: https://martech.org/google-issues-urgent-steps-for-advertisers-running-campaigns-in-the-eu/
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