There’s been a lot of noise around Google’s new Consent Mode feature changes. It’s important you understand how it works and the impact it will have on your marketing initiatives. Version 2 of the Consent Mode is now mandatory to continue using ad personalization features.
How The New Google Consent Mode Works
Google Consent Mode helps limit the presentation of ads based on user personal information, instead concentrating on serving ads based on search queries and website content. When Consent Mode is activated, access to some information like browsing and watch history and activity on Google services for ad personalization cannot be stored. This means users see generic ads, which could decrease relevancy.
The New Changes to Google’s Consent Mode
Driven by the upcoming increases in global privacy regulations, the new Consent Mode rule is an update to Google’s privacy settings that gives users more control over how their data is used for personalized advertising. When Consent Mode is turned on, Google will stop using information like web activity and app usage to personalize ads.
Google says it can still serve relevant ads with Consent Mode on, but the ads won’t be tailored to individual interests and habits. Instead, the ads will be based on things like the content of the page. While Google believes this type of contextual advertising will work well, it may be less effective than personalized ads for some users.
The new Consent Mode setting is gradually rolling out to users as part of Google’s ads settings, which allow users to turn off ad personalization entirely. Though the setting is optional, privacy advocates see Consent Mode as a positive step in giving users more transparency and control.
How the New Consent Mode Affects You
The new feature blocks cookies from being stored, allowing users to disable personalized ads and data tracking across all websites and apps and severely limiting the amount of user data websites collect.
Many websites rely on collecting user data for targeted advertising and content personalization. Without access to browsing history, location, and other identifying info, websites can’t serve customized ads and recommendations. This cuts into potential ad revenue and inhibits some website functionality that requires personalization. Some websites may need to overhaul their business models as a result.
While Consent Mode gives users more control over their privacy, it makes things more difficult for website developers as they must find new ways to provide relevant content and could end up delivering less customized web experiences. However, it also encourages innovative solutions that both respect user privacy and deliver useful services.
Unless you’ve implemented version 2 of the Consent Mode, you will no longer be able to get data about new European Economic Area (EEA) users on Google’s advertising platforms like Google Ads and Google Analytics.
The new Consent Mode feature shifts how websites and digital marketing efforts operate. Let’s talk about putting some strategies in place to help you adapt to this new environment.
