Mastering DMA, DSA and Consent Mode 2024: FAQ Edition

Mastering DMA, DSA and Consent Mode 2024: FAQ Edition

Embarking on a transformative journey through the intricate landscape of digital regulations, we have not merely seen these regulatory changes as obstacles but as opportunities to showcase our expertise, provide immense value to our clients, and unlock new avenues for growth. Recognising the pivotal role of Consent Mode in the evolving digital advertising landscape, we proactively embraced these changes.

In our ongoing pursuit of knowledge sharing, we present a unique FAQ Edition blog post, delving comprehensively into the Digital Markets Act (DMA), Digital Services Act (DSA), and Google Consent Mode V2. Taking a step back, as we journeyed through this regulatory terrain, our commitment to demystifying complexities has been evident in each piece we crafted. 

  • We explored the significance of Consent Mode V2, shedding light on its features and illustrating why it’s crucial in the evolving digital advertising landscape
  • We provided practical insights into implementing Consent Mode V2, offering a comprehensive guide on compliance and strategies to leverage its features for advertising success
  • We delved into the DMA’s profound impact on tech giants, gatekeepers, and the challenges posed by compliance
  • We took a deep dive into the regulatory landscape, navigating the challenges introduced by the DSA, thus providing businesses with a strategic guide for successfully navigating compliance

Disclaimer: as we present this FAQ Edition, your questions become the focal point of our continued knowledge sharing. So keep the inquiries coming, as this FAQ edition thrives on your questions! Reach out, and with your permission, we may feature your queries in upcoming blog posts.


Digital Markets Act: Navigating Compliance and Beyond

How do we ensure DMA compliance for our banner advertisements?

A: Achieving DMA compliance for banners requires meticulous practices. Dive into our comprehensive guide, exploring the intricacies of compliant banners, and understand how to align your digital marketing assets with DMA principles. 

However, we understand that navigating regulatory nuances can be intricate. For personalised technical support and to ensure every aspect is in place, get in touch with us now. Our expert team is here to guide you through the process seamlessly. Let’s make sure your banner advertisements not only catch the eye but also comply with the evolving regulatory landscape 😉

Does the impact of DMA extend globally, or is it confined to the EU?

A: While the DMA originates from the European Union, its impact extends far beyond the borders of the EU. The regulation has global implications, particularly for companies operating on a global scale. Even if your business is based outside the EU, if it meets the specified criteria, it may fall under the purview of the DMA. Understanding the global reach of the DMA is crucial for businesses seeking comprehensive compliance and navigating the evolving landscape of digital regulations.

Why is DMA pivotal for marketers, and how does it reshape advertising strategies?

A: The Digital Markets Act implies for marketers a paradigm shift in advertising strategies. The DMA compels a reevaluation of how user data is managed, emphasising transparency and user consent. It challenges the status quo, moving away from unchecked dominance towards an ecosystem that prioritises fair competition and accessibility for businesses of all sizes.

Marketers need to adapt to these changes by refining their advertising strategies to align with the principles of the DMA. This involves a more transparent approach to data management, ensuring user consent is prioritised, and embracing a landscape where fair competition is at the forefront. 

Are specific industries more affected by DMA, and how do these nuances manifest?

A: The impact of the Digital Markets Act nuances manifest differently in each industry, requiring businesses to conduct industry-specific assessments and tailor their strategies to comply with the regulatory framework. Our industry-specific breakdowns provide valuable insights to navigate these nuances effectively, send us a message to get yours!

Can DMA compliance be approached proactively to gain a competitive advantage?

A: Absolutely. Beyond mere adherence, proactive DMA compliance is an opportunity. By embracing it strategically, businesses can enhance brand reputation, build trust, and differentiate themselves in the competitive digital landscape. It’s not just compliance; it’s a path to leadership.

How can smaller businesses navigate DMA compliance with limited resources?

A: Navigating DMA compliance for smaller businesses requires a tailored approach. Focus on essential steps, such as prioritising key compliance areas, leveraging automation tools, and seeking industry collaborations. By strategically allocating resources and staying informed, smaller enterprises can efficiently navigate the regulatory landscape introduced by DMA.

In the event of non-compliance, what potential consequences might businesses face under DMA?

A: In the event of non-compliance, businesses may face severe consequences under DMA. Penalties can include substantial fines, restrictions on operations, and damage to brand reputation. To mitigate risks, proactive steps are crucial, such as regular compliance audits, staying updated on regulatory changes, and seeking legal counsel when needed. By prioritising compliance, businesses can navigate DMA regulations effectively and avoid potential repercussions.

Digital Services Act: Navigating Obligations and Preparing for Change

What types of organisations fall under the jurisdiction of the Digital Services Act?

A: Under the Digital Services Act, a broad range of organisations falls under its jurisdiction. This encompasses online platforms, hosting services, and various digital service providers. The DSA aims to regulate entities that play a significant role in the digital landscape, ensuring a safer, fairer, and more accountable digital environment.

When is the Digital Services Act set to come into effect, and how can businesses prepare in advance?

A: Great news – the Digital Services Act is already in full swing, effective as of 17 February 2024. While you can’t go back in time to prepare in advance, don’t worry! There’s still ample room to tackle DSA compliance. The key is to act now, so reach out to us, and let’s navigate the DSA landscape together 😉

How does DSA complement or differ from existing data protection regulations like GDPR?

A: The European Commission emphasises that the Digital Services Act complements the GDPR by introducing explicit restrictions on targeted advertising and dark patterns. It’s essential to note that the DSA does not modify the existing rules on data protection laid out in the GDPR or ePrivacy Directive.

What potential fines might businesses face under the Digital Services Act, and how can risks be mitigated?

A: Businesses under the Digital Services Act may face fines for non-compliance. The potential fines vary based on the severity and recurrence of the violation. To mitigate these risks, it’s crucial for businesses to proactively adhere to the DSA regulations, ensuring robust compliance measures and minimising the likelihood of facing financial penalties.

How can businesses maintain ethical advertising practices under DSA guidelines?

A: Maintaining ethical advertising practices under the Digital Services Act involves aligning with the guidelines set forth by the legislation. Businesses can uphold ethical standards by avoiding targeted advertising based on sensitive categories, ensuring transparency in algorithms, and prioritising user privacy. By adhering to DSA provisions, companies contribute to a more ethical digital advertising landscape.

What role do industry associations play in shaping DSA compliance, and how can businesses engage with them?

A: Industry associations play a pivotal role in shaping Digital Services Act compliance by fostering collaboration and sharing insights within sectors. Businesses can actively engage with these associations to stay informed about evolving interpretations of the DSA and contribute to a collective understanding of compliance challenges. Collaborative efforts within industry forums provide valuable platforms for businesses to navigate the complexities of the DSA and ensure a unified response to regulatory changes.

In the dynamic landscape of digital regulations, how can businesses stay adaptable to future amendments introduced in the DSA?

A: Adaptability is essential. In the dynamic landscape of digital regulations, businesses can stay adaptable to future amendments introduced in the Digital Services Act by adopting proactive approaches. It involves staying ahead of the curve, anticipating potential changes, and continuously monitoring updates to ensure compliance. This adaptability allows businesses to navigate the evolving regulatory landscape with agility, positioning themselves to meet new requirements and emerging challenges effectively.

Consent Mode V2: Optimising Google’s Latest Updates

Beyond the basics, what are the advanced features of Google Consent Mode V2?

A: Beyond the basics, which you can still access here, our recent webinar delves into the advanced features of Google Consent Mode V2. Advertisers can relive the experience and gain detailed insights by watching the webinar recording via this link. The breakdown explores these advanced features, providing advertisers with the knowledge to harness the full potential of Google Consent Mode V2 for enhanced campaign performance.

How does Consent Mode V2 integrate with existing marketing technology stacks, and what considerations should businesses keep in mind during integration?

A: Integrating Consent Mode V2 into your existing marketing technology stack requires careful consideration. Start by assessing compatibility and exploring available APIs and documentation from Google. Clearly define how consent data will be mapped and shared across your stack, and communicate these changes transparently to users. Thorough testing is crucial before deployment to identify and address potential issues. Ensure legal compliance throughout the integration process!

By the way, if you’re using a specific marketing tech platform, we may already have collaboration experience and can guide you through the integration process. Feel free to reach out, and we can be your guiding angel through this integration journey.

Can Consent Mode V2 be used as a standalone solution for user consent, or is a cookie banner still necessary?

A: Consent Mode V2 serves as a robust solution for user consent, but its role in relation to cookie banners is nuanced. While it addresses certain consent aspects, a comprehensive approach may still involve a cookie banner, especially for capturing preferences beyond the scope of Google services. The interplay between Consent Mode V2 and cookie banners depends on your specific needs and the extent of user data processing on your platform.

What potential consequences might businesses face for not implementing Google Consent Mode V2, and how can these risks be mitigated?

A: Non-implementation of Google Consent Mode V2 may expose businesses to various risks, including potential disruptions to personalised advertising and the loss of valuable user insights. The ramifications could extend to non-compliance with privacy regulations, impacting brand reputation and inviting legal consequences. To mitigate these risks, businesses should proactively adopt Consent Mode V2, ensuring compliance with evolving privacy standards.

How can businesses ensure transparent communication with users regarding the implementation of Google Consent Mode V2?

A: Transparent communication with users is paramount when implementing Google Consent Mode V2. Businesses should craft clear and concise messages that inform users about the purpose and benefits of Consent Mode V2. This communication should highlight the protection of user privacy, the personalisation of ad experiences, and the overall enhancement of their online interactions. By adopting a user-centric approach and being transparent about data practices, businesses can build trust and foster a positive relationship with their audience.

Empowering Your Digital Journey Continues

As we conclude this in-depth FAQ Edition, our commitment to clarity and innovation amplifies. Your questions are the driving force behind our pursuit of knowledge. This FAQ is a living document! Keep your inquiries coming, and stay tuned for ongoing insights. 


Unveiling the Digital Services Act Depths: DSA Challenges and Compliance Strategies

Unveiling the Digital Services Act Depths: DSA Challenges and Compliance Strategies

Embark on an insightful journey as we delve into the final chapter of our exploration of the new EU legislations on digital markets: the Digital Services Act (DSA). 

Having navigated the intricacies of Consent Mode V2 2024, shed light on its technical implementation, and uncovered the transformative impact of the Digital Markets Act (DMA), we now cast our gaze into the challenges introduced by the Digital Services Act. This comprehensive exploration will illuminate the implications for gatekeepers, businesses, and provide an exhaustive guide for successfully navigating the complexities of DSA compliance.

Discovering the Digital Services Act Landscape

The Digital Services Act stands as a regulatory beacon, a compass guiding digital services through uncharted territories. Unlike its predecessors, the DSA takes centre stage, addressing the intricate dynamics of digital services, with a mission to create a safer, fairer, and more accountable digital ecosystem.

Digital Services Act: A Crucial Pillar for the Digital Ecosystem

In echoing the significance of the DMA, the DSA emerges as a monumental step toward setting standards for the future digital economy. By curbing the unchecked dominance of big tech, Europe positions itself as a global benchmark for fair digital practices. The Act not only encourages fairness but also opens doors for app developers and small businesses, striving to make the online advertising market fairer.

Unveiling the Impact on Gatekeepers

Large Online Platforms (LOPs), identified as gatekeepers under the Digital Services Act, face a paradigm shift in their operations. The criteria for designating gatekeepers, including company size, user data gateway control, and market dominance stability, present a robust framework for assessing their influence. By subjecting gatekeepers to specific obligations, the DSA aims to dismantle monopolistic tendencies, fostering an environment where smaller players can compete more effectively.

Charting New Waters: Addressing Dominance Stability

The Digital Services Act’s focus on sustained and stable market positions for at least three years poses a critical challenge to gatekeepers. This provision prevents companies from leveraging their dominance over extended periods, promoting a healthier competitive landscape. Introducing this measure encourages market diversity, creating space for emerging players to thrive.

Gateway to Fairness: User Data Gateway Control

The evaluation criteria involving user data gateway control places emphasis on gatekeepers’ capacity to block competitors and actively engage users. This underscores the importance of preventing unfair practices that stifle competition. Gatekeepers are now compelled to ensure that their dominance doesn’t infringe on the access and opportunities available to other market players.

Signals of Change: The Strategic Role of User Consent

User consent signals emerge as a strategic component of DSA compliance, requiring platforms to implement effective mechanisms. This not only aligns with the broader privacy narrative but also emphasises user rights and autonomy. Platforms must navigate the delicate balance between providing personalised experiences and respecting user choices, forging a path towards a more ethical and user-centric digital landscape.

The Ripple Effect on Businesses

Beyond gatekeepers, the Digital Services Act brings about substantial changes for businesses navigating the digital realm. Enhanced transparency in data management becomes a cornerstone, necessitating a reevaluation of how businesses handle and communicate their data practices. Scrutiny of automated bidding techniques requires businesses to demystify complex algorithms, fostering a more transparent advertising environment.

Ethical Anchors: Digital Services Act as a Catalyst for Ethical Advertising

The DSA’s provisions related to advertising practices, such as the ban on targeted advertising based on sensitive categories, represent a significant step towards ethical advertising. This ensures that businesses prioritise user privacy and avoid manipulative techniques. The shift towards transparency in algorithms aligns with the broader industry push for ethical, accountable, and user-friendly digital advertising practices.

Crafting a Blueprint for Navigating DSA Challenges

Practical strategies for navigating Digital Services Act compliance extend beyond mere adherence to regulatory requirements. Businesses must proactively integrate these measures into their operational fabric, ensuring a sustainable and ethical digital presence.

Leveraging Compliance for Competitive Advantage

Rather than viewing DSA compliance as a burden, businesses can strategically leverage it for a competitive edge. Communicating transparent data practices and ethical advertising can enhance brand reputation and trust. Embracing Digital Services Act obligations becomes an opportunity for businesses to differentiate themselves in a crowded digital marketplace.

Collaborative Initiatives and Best Practices

DSA compliance can be complex, requiring collaboration not only within organisations but also across industries. Shared insights and best practices can facilitate a smoother transition towards compliance. Industry-wide initiatives, such as forums and collaborations, provide valuable platforms for businesses to collectively navigate the challenges posed by the Digital Services Act.

Navigating the Technological Landscape: Automated Bidding Techniques

Scrutiny of automated bidding techniques represents a pivotal aspect of DSA compliance. Businesses relying on automated bidding must embark on a journey of transparency, demystifying complex algorithms for stakeholders. This not only meets regulatory requirements but also aligns with broader industry trends advocating for transparency in digital advertising.

Striking the Balance: Personalisation and Transparency

Automated bidding techniques often form the backbone of personalised advertising. Striking the right balance between delivering personalised experiences and maintaining transparency becomes a nuanced challenge. Businesses must communicate clearly how automated bidding operates, ensuring that users understand the mechanisms shaping their online experiences.

Ethical Considerations in Automated Decision-making

The Digital Services Act’s emphasis on explaining automated decisions introduces an ethical dimension to digital advertising. Businesses must prioritise clear and understandable explanations, avoiding opaque algorithms that erode user trust. This shift towards ethical considerations in automated decision-making aligns with broader societal expectations for responsible and accountable technology use.

Preparing for the Future Digital Services Act Landscape

As businesses adapt to the current landscape shaped by the DSA, it’s essential to recognize the ongoing nature of regulatory evolution. The Digital Services Act positions itself as a dynamic framework, adapting to emerging challenges and technological advancements. Businesses must adopt a proactive approach, anticipating future amendments and staying ahead of the curve.

Cultural Integration: Digital Services Act into Corporate Culture

Successfully navigating DSA compliance requires a cultural shift within businesses. It’s not merely a checkbox exercise but an ongoing commitment to ethical practices, transparency, and user-centricity. Integration into corporate culture ensures that compliance is not viewed as a standalone obligation but as an intrinsic part of responsible business operations.

The Role of Industry Associations and Collaboration

Industry associations play a crucial role in shaping the trajectory of DSA compliance. Collaborative efforts within sectors can streamline best practices, provide collective insights, and contribute to a shared understanding of compliance challenges. Businesses should actively engage with industry associations to stay abreast of evolving Digital Services Act interpretations and foster a collective response.

Concluding the Deep Dive

As we conclude our exploration into the new EU legislation of digital markets, it’s evident that the regulatory landscape is undergoing a profound transformation. Specifically the Digital Services Act not only addresses immediate challenges but sets the stage for an ethical, transparent, and user-centric digital future. Businesses navigating these changes have an opportunity not just for compliance but for differentiation and leadership in a digital landscape that values fairness and innovation.

As we bid adieu for now, remember to stay digital and innovative, and trust the process for a fair and competitive digital future.

Digital Markets Act: A Revolution Unveiled

Digital Markets Act: A Revolution Unveiled

A Comprehensive Exploration into Fair Competition

Hello hello, Digital Pioneers! 

As you know, we’ve not just been riding the waves; we’ve been steering the ship. In the past weeks, we’ve dived deep into the specifics, guiding you through actionable insights on Consent Mode 2024. Two blog posts have hit the digital airwaves, providing clarity on what, how, and when to navigate these uncharted waters.

But now, it’s time to take a step back, widen our lens, and dive into the grand narrative: the Digital Markets Act (DMA). This is not just another regulation; it’s a seismic shift in the digital landscape. Picture this: a journey that started with unravelling Consent Mode intricacies, escalated to targeted blog posts, and crescendoed into a webinar jam-packed with actionable insights. Now, as the dust settles, we’re zooming in on the Digital Markets Act: its origins, its purpose, and its far-reaching impact.

We’re not just exploring regulations; we’re decoding the very DNA of digital evolution. So, buckle up for a profound exploration into the why, the how, and the intricate details of the DMA. This isn’t just a ride; it’s a voyage into the future of digital competition and regulation. Welcome aboard! 

Digital Markets Act Unwrapped

In the ever-shifting tides of digital dominance, the DMA stands as a beacon of change

In a world where big tech’s dominance seemed insurmountable, an era where fair competition in the digital space felt like an elusive dream. Then, enter the Digital Markets Act, a regulatory titan designed to reshape the very foundations of the tech landscape.

Andreas Schwab, the rapporteur from the European Parliament’s Internal Market and Consumer Protection Committee, passionately declares that “The agreement ushers in a new era of tech regulation worldwide”, marking a paradigm shift in how we approach technology governance. The DMA is not merely a set of rules; it’s a bold proclamation that the era of unchecked big tech dominance is over.

The Digital Markets Act puts an end to the ever-increasing dominance of big tech companies,” Schwab asserts, cutting through the digital clutter with a decisive declaration. The significance of this cannot be overstated. It’s a rallying cry for fairness, challenging the status quo and demanding that these tech giants allow for fair competition on the internet.

With the DMA, Europe is setting standards for how the digital economy of the future will function” Schwab continues, outlining the legislative vision that extends beyond geographical boundaries. Europe, through the Digital Markets Act, becomes the vanguard of a digital economy that prioritises fairness and competition. A global benchmark for others to follow – how proud are we to call ourselves European? 

Guys, that’s a rhetorical question. No answer will be provided. We are, full stop – end of discussion. 

Schwab’s words resonate further: “App developers will get completely new opportunities, small businesses will get more access to business-relevant data, and the online advertising market will become fairer.” This isn’t just about regulations; it’s about creating a digital ecosystem where opportunities abound, where data is accessible, and where fairness prevails in the competitive arena of online advertising.

Welcome to the revolution! 💡🌐✨

Gatekeepers Unveiled

Behind the scenes of digital empires lie the enigmatic gatekeepers, the architects of the online realm. Let’s pull back the curtains and explore the intricate world of these giants, also known as Large Online Platforms (LoPs). 

Gatekeepers, the formidable entities that control access to the digital marketplace, play a pivotal role in shaping the online landscape. These are the tech behemoths, the trendsetters, and the digital custodians who have, until now, held considerable power.

Within the DMA’s framework, Large Online Platforms (LoPs) emerge as the prominent figures in the gatekeeper narrative. These platforms, owing to their sheer size and influence, have become the focal point of regulatory attention. The Digital Markets Act disrupts these traditional power dynamics by imposing a set of obligations on these digital giants. 

You might now be asking yourself: how the DMA identified these so-called gatekeepers? Please do not answer this question alone – you’re stealing our job. The Digital Markets Act identified gatekeepers based on:

  • Company Size: Annual revenues equal to or exceeding €7.5 billion in the last 3 years or a total market value of at least €7.5 billion in the last year, along with providing platform services to at least three EU states
  • User Data Gateway Control: Evaluation includes the registration of at least 10,000 active European users in the last year, with the capacity to block competitors, and having more than 45 million active European end-users per month
  • Market Dominance Stability: A sustained and stable market position, meeting the first two criteria simultaneously for at least three years from the verification of requirements

Back to questions: why are these obligations necessary? Well, it’s not merely about imposing rules and regulations; it’s a quest for a level playing field in the digital arena. The DMA’s vision extends beyond restriction: it’s a proactive effort to foster fair competition, ensuring that the gatekeepers facilitate an environment where innovation thrives and smaller players get a chance to compete.

Businesses in da Landscape

Now let’s shift our focus to businesses, and illuminate how the Digital Markets Act is reshaping the digital destiny of enterprises: The DMA is a legislative response to risks posed to the openness and fairness in digital markets where gatekeepers hold sway. It acts as a regulatory compass, steering businesses towards a more level playing field in the digital arena.

  • Transparency in Data Management:

One of the key facets of the Digital Markets Act’s impact on businesses is the enhancement of transparency in data management within marketing platforms. This addresses the need for a clearer understanding of how data is handled in the intricate ecosystem of digital marketing

  • Automated Bidding Techniques under Scrutiny:

The DMA aims to demystify automated bidding techniques functioning – businesses operating in digital markets will now face heightened transparency requirements regarding the operation of automated bidding, offering stakeholders a more comprehensive view of the mechanisms

  • End User Consent Signals:

The Digital Markets Act introduces a paradigm shift in the relationship between gatekeepers and end users. To bolster the right of end users to manage their preferences, gatekeepers are mandated to require consent signals. These signals ensure that users have control over their engagement with core platform services, allowing them to unsubscribe as effortlessly as they subscribe

  • Google’s Response: Google Consent Mode

In response to the DMA’s emphasis on end user consent signals, industry giant Google has adopted the Google Consent Mode as a mechanism to convey user consent preferences to their core platform services

A Fair Playing Field

Before the advent of the Digital Markets Act, the digital market resembled a battlefield dominated by a few formidable players. The landscape was characterised by a lack of a level playing field, where smaller players found it arduous to compete against the dominance of digital behemoths. Innovation often languished in obscurity as the market dynamics favoured the established giants.

One of the key advantages the DMA brings is the empowerment of small players. By creating an environment that champions fair competition, the DMA ensures that innovative ideas and businesses, irrespective of their size, have the opportunity to flourish. 

The DMA doesn’t just change the game; it reinvents it. The market, once reserved for big sharks, now opens its doors to a diverse array of players. This shift is not just regulatory; it’s a cultural transformation that redefines success in the digital landscape. A digital realm where fair competition thrives, innovation blossoms, and the market becomes a playground for players of all sizes. 

The Final Note: A Cultural Transformation and Catalyst for Change

The Digital Markets Act doesn’t merely regulate; it instigates a cultural transformation. Small players, once relegated to the shadows, now stand empowered. The market, once reserved for big sharks, becomes a playground for innovation of all sizes.

Additionally, the DMA serves as a powerful force propelling European online markets to carve out their distinct identity, distancing themselves from the global landscape. As the Digital Markets Act takes centre stage, it reshapes not only the dynamics within but also positions Europe at the forefront of a new era in the digital realm.

And as we conclude this chapter of DMA revelations, stay tuned for our next instalment – a captivating exploration of the Digital Services Act (DSA). But for now, as our brains savour the earned bread-and-butter, we bid you adieu with a sassy “byeee for now!” 

Stay digital, stay innovative, and may the DMA guide you in your quest for a fair and competitive digital future.

Navigating Consent Mode V2 Implementation: A Technical Deep Dive

Navigating Consent Mode V2 Implementation: A Technical Deep Dive

Where Were We?

In our recent exposition, we shed light on the imminent changes and introduced the complexities of Consent Mode. We promised a comprehensive guide, and here it is: a detailed exploration, a deep dive into the technical intricacies to navigate Consent Mode V2 effectively.

Quick Recap: Consent Mode V2

Let’s recall it – Consent Mode unveils two distinct options:

Consent Mode Basic

  • Collects only consented users’ events (privacy-focused)
  • Limited conversion modelling capabilities based on a general model

Consent Mode Advanced

  • Collects both consented users’ and anonymised events from unconsented users
  • Maximised conversion modelling capabilities based on your own conversion and consent rates
  • Modelled user metrics available in GA4 reports

How to Pick the Right One? A comprehensive Guide

In the intricate landscape of Consent Mode V2, the journey begins with making the right choice tailored to your specific needs. Let’s embark on a detailed exploration to demystify the decision-making process and guide you through the labyrinth.

Understanding your Unique Needs

Effective and efficient decision-making requires a keen understanding of your current user consent flow and data collection setup. The path you choose should align seamlessly with your operational landscape, ensuring compliance with Google’s advertiser requirements slated for March 2024.

For the Novice

If you find yourself in the early stages, perhaps without a concrete strategy regarding your user’s consent preferences, fear not. The following options await your consideration:

  • Consent Management Platform (CMP)
    • Ideal for those who are yet to delve into user consent preferences
    • Provides a foundational approach to consent managemen
  • Consent Mode Basic (CM Basic)
    • A suitable choice for novices, focusing on collecting events from consented users
    • Offers a privacy-safe option with limited conversion modelling capabilities based on a general model
  • Consent Mode Advanced (CM Advanced)
    • Tailored for those exploring more advanced options in their consent journey
    • Collects both consented users’ events and anonymized events from unconsented users
    • Maximises conversion modelling capabilities based on your specific conversion and consent rates
    • Unleashes modelled user metrics in GA4 reports for a more comprehensive analysis

For the Privacy-First Mindset

If your ethos revolves around privacy-first principles, where control over data sharing is paramount, consider the following option:

  • Consent Mode V2 Basic (CMv2 Basic)
    • Designed for those prioritising privacy and stringent control over data sharing
    • Allows for the recovery of conversions based on industry standards
    • A prudent choice for those cautious about sharing data with Google for modelling purposes

For the Marketing Effectiveness Mindset

For those who see data as a powerful ally in enhancing marketing effectiveness, consider the following advanced option:

  • Consent Mode V2 Advanced (CMv2 Advanced)
    • Tailored for integration masters aiming to maximise data recovery from consent banners
    • Ideal for those seeking advanced functionalities for attribution and ad optimisation
    • Enables a strategic approach to leverage consent data for enhanced marketing effectiveness

Important Consideration: whilst anonymised events from unconsented users shared with Google do not contain user identifiers, it’s crucial to note that Google processes ad click IDs, which might be considered PII (personally Identifiable Information). Therefore, when contemplating the use of CMv2 Advanced, it’s essential to collaborate with your legal team and assess what data points are shared, thus ensuring alignment with your company’s internal policies and interpretation of privacy laws.

Your Roadmap to Success

In essence, selecting the right Consent Mode V2 option is not a one-size-fits-all approach. It’s a strategic decision intertwined with your organisational mindset and goals. Whether you’re a novice navigating the complexities for the first time, a staunch advocate of privacy-first principles, or a marketing-effectiveness lover (let us say in this case: it’s a match! lol), there’s a pathway tailored for you.

A More Technical Guide: Consent Mode Parameters

Consent Mode stands as Google’s chosen mechanism to ensure compliance with EEA users’ consent in their marketing platforms. Two new parameters, ad_user_data and ads_personalization, become mandatory on March 6th, 2024.


This crucial parameter serves as the gateway to controlling personal data collection for online advertising within the expansive Google ecosystem. Let’s unpack its intricacies:

  • Enable: The engine of online advertising fires on all cylinders, utilising enhanced conversions signals for platforms such as GAds, DV360, or SA360
  • Disable: A strategic choice for those prioritising privacy, where enhanced conversions take a back seat. In this scenario, the signals are not utilised for conversion matching or audience building


In the dynamic landscape of digital advertising, the power to enable or disable remarketing features and personalised advertising becomes a pivotal lever. Here’s a closer look:

  • Enable: Unleash the full spectrum of remarketing features within GAds, DV360, or SA360, crafting personalised advertising experiences for your audience
  • Disable: Exercise control over your advertising narrative by refraining from personalised remarketing. This choice ensures that personalised advertising with Google’s advertising products takes a back seat

March 6th, 2024: A Date with Compliance

Mark your calendars, for March 6th, 2024, these parameters transform from optional to mandatory, shaping the landscape of digital advertising compliance. The strategic decisions you make regarding ad_user_data and ads_personalization become integral components in the orchestration of your advertising symphony.

Your Compliance, Your Choice

As you stand at the crossroads of these two parameters, consider the strategic implications for your advertising strategy. The power to fine-tune the collection of personal data and curate personalised advertising experiences rests in your hands. March 6th, 2024, marks not just a date of compliance but a canvas for you to paint the future of your advertising narrative.

Technical Insights: API Updates and Changes

For users employing Google Ads or DV360 APIs, pivotal changes loom on the horizon. Add a consent parameter across all uploads for Call Conversions, Click Conversions, Customer Match, and Store Sales.

Google Ads API Changes

  • Call Conversions: Set Consent for each call conversion event at CallConversion.consent.
  • Click Conversions: Set Consent for each click conversion event at ClickConversion.consent.
  • Customer Match: Set Consent for each Customer Match job at CustomerMatchUserListMetadata.consent.
  • Store Sales: Set Consent for each Store Sales event at UserData.consent.

Strategic Considerations: Beyond Compliance

While these changes are imperative for compliance, they also offer an opportunity for strategic considerations. Each code change becomes a brushstroke on the canvas of your digital strategy, influencing how your data is utilised and harnessed for optimal results.

Our Tailored Packages for Navigating Privacy Changes

Yes, true: we introduced tailored packages designed to be your compass through the complexities of Consent Mode V2. As we delve into the intricacies of these packages, rest assured that each offering is meticulously crafted to not only ensure compliance but to elevate your data-driven marketing strategies.


Embark on a johiourney of heightened privacy standards with our Privacy Booster package. This comprehensive offering includes:

  • Privacy Tracking Audit: A meticulous examination of your existing privacy tracking mechanisms to identify gaps and ensure a robust foundation
  • CMP Implementation: If you haven’t embraced a Consent Management Platform (CMP) yet, fret not. We guide you through the implementation process, ensuring your platform aligns seamlessly with your privacy goals
  • Consent Mode V2 Integration: The heart of this package lies in the integration of Consent Mode V2. We assist you in implementing this advanced mechanism, ensuring your data collection aligns with the evolving landscape of privacy requirements
  • For those without a CMP: If you find yourself without a CMP, our expertise extends to implementing a cookie banner and integrating consent mode. Additionally, we optimise consent settings in Google Tag Manager (GTM), aligning every data-sharing aspect with your company’s privacy policy


Already equipped with a CMP? Our Consent Mode Setup package is tailored to seamlessly integrate Consent Mode V2 with your existing setup. This package includes:

  • Privacy Tracking Audit: A holistic examination of your current privacy tracking mechanisms to identify potential areas of enhancement
  • Consent Mode V2 Integration with Existing CMP: Leveraging your current Consent Management Platform, we guide you through the integration of Consent Mode V2, ensuring a harmonious coexistence
  • Consent Settings Optimisation in GTM: We go a step further by optimising consent settings in Google Tag Manager (GTM). This ensures that every interaction aligns with your company’s privacy policy, fostering a transparent and trustworthy environment


For those who have already embraced both a CMP and Consent Mode, our V2 Upgrade package is tailored for an elevated compliance experience. This comprehensive offering includes:

  • Privacy Tracking Audit: A detailed examination of your existing privacy tracking mechanisms, identifying areas for optimisation
  • Upgrade to Consent Mode V2: Embrace the future of consent with a seamless upgrade to Consent Mode V2, ensuring your strategies align with the latest privacy standards
  • Integration with Existing CMP and Cookie Banner: We guide you through the integration process, ensuring a smooth transition and coexistence with your current Consent Management Platform and cookie banner
  • Consent Settings Optimisation in GTM: Elevate your consent settings in Google Tag Manager (GTM), ensuring every data-sharing practice aligns seamlessly with your company’s privacy policy

Beyond Compliance – We’re Your Strategic Partners

Alright, we’ve bombarded you with technical intricacies, making everything look as techy-pretty and advanced as a rocket launch at NASA. Nerds? That’s our nickname here at Booster Box – we’re the scientific, data-driven-and-dangerous crew. 

Now, let’s not forget the nerds-but-not-too-much, we have content creators too (hello!). If this overload of tech wizardry feels like deciphering a secret code in an alien language, we get it. Not everyone wants to dive into the depths of Consent Mode V2 alone – plus, we promise we can translate this from alien to human, so you might want to reach out to our “alien to human translators” that we like to call “Privacy and Analytics Team”.  

So, if the technicalities have your head spinning faster than a gyroscope, and the thought of handling it yourself is as appealing as a root canal, don’t worry – you’re not alone. Our privacy and analytics team is standing by, just one click away (this sounds weird, isn’t it? Let’s leave it the way it is tho, adding a pinch 🤏 of peperoncino 🤌). 

Our nerdy, technical scientists of privacy and tracking are eagerly waiting to swoop in and save the day. Don’t be shy – whether you’re drowning in data or just need a helping hand to navigate these stormy privacy waters, we’ve got the expertise to throw your way. Take a deep breath, summon your inner geek (well, or not!), and let’s conquer Consent Mode V2 together:


Consent Mode V2: Seizing the Bull by the Horns in Digital Regulation

Consent Mode V2: Seizing the Bull by the Horns in Digital Regulation

Hello hello, Blog Fam 👋 

Let’s not beat about the bush: there’s an elephant in the room that needs to be addressed, letting out mighty roars. Well, since we’re so fond of Disney’s animated fantasy film Dumbo and also fond of Dumbo’s idea of a soft, harmless guy, we’re taking our well-deserved poetic licence and saying there’s a bull in the digital arena that demands our attention, and it’s called Consent Mode.

Consent Mode is not just an option anymore; it’s a raging bull that needs to be taken by the horns. Failure to do so? Well, imagine standing in the arena, facing a charging bull without a strategy – it’s a wild ride that you didn’t sign up for. 

And when we say Consent Mode is not an option anymore, we also mean that it represents a strategic imperative: a crucial upgrade all marketers need to make, posing tangible risks of losing access to audiences and experiencing a substantial setback in conversion tracking. 

Thinking what we’re here for? Surprise, surprise: we’re going to show you how this bull looks and what’s the best strategy to convert a raging bull into a best-friend-pet, without harming anybody (animals above all, of course). Let’s see how to navigate this new evolving landscape and transform Consent Mode from a formidable force into your favourite strategic ally.

What’s new: Digital Markets Act

Cue the spotlight on the Digital Markets Act (DMA), a regulatory matadòr reshaping the competition landscape. Approved by the European Commission in November 2022, it’s set to bring about a seismic shift in the digital realm.

Empowering the Underdogs

DMA stands as a beacon, designed to level the playing field for smaller players in Europe. It charges headfirst into the arena, scrutinising major market influencers, with the aim of fostering innovation and fair competition.

The DMA Timeline:

  • November 2022: Regulatory approval by the European Commission – the DMA enters the digital arena, challenging the established order
  • May 2023: The bull begins its charge as the consultation period kicks off, testing the resilience of the digital fighters
  • March 2024: The grand finale, as the DMA regulations come into effect, reshaping the battlefield of digital competition

In this regulatory bullring, Google emerges as a formidable matadòr, gracefully navigating the challenges posed by the DMA. Bestowed with the title of the gatekeeper, Google takes centre stage, wielding the Consent Mode as its trusty cape – an essential tool in this grand digital bullfight.

Imagine Google as the masterful matador orchestrating strategic manoeuvres in the face of regulatory challenges, with Consent Mode as the trusty cape, deflecting potential obstacles and ensuring a triumphant display of digital prowess.

What a brilliant use of an image, isn’t it? Well, we’re still the smartest performance marketing agency around, folks – it should be no surprise *content creators sassily looking at their nails*. Jokes aside (yes, sure), let’s go back to business!

What’s Consent Mode?

In the heart of the digital bullring, Google faces a formidable duel: ensuring every advertiser on its platforms secures the bull’s-eye: user consent. The consequence of failure is a drop in conversions that could throw advertisers off balance in their quest for optimisation.

The Technical Bullfight

  • Consent collection: Google, much like a matador skillfully avoiding the bull’s horns, must ensure advertisers meet stringent consent standards in Europe. It’s a dance where precision is key
  • Conversions drop: Absence of consent is the proverbial charging bull, a force that significantly reduces conversions and disrupts the finely tuned rhythm of campaign optimisation

To address these challenges, Google mandates a strategic manoeuvre for advertisers in Europe – collect and transmit consent values to Google platforms for automatic verification. This intricate choreography is orchestrated through the Consent API, the tech-infused cape wielded by the matador.

Consent Mode: A Technical Weapon

Enter Consent Mode, a digital matador’s weapon that doesn’t just solve problems; it’s a high-tech solution powered by machine learning, strategically designed to navigate the unpredictability of the digital bullring.

  • Machine learning mastery: Consent Mode, much like a seasoned matador anticipating every move of the bull, leverages machine learning algorithms to compensate for lost conversions. It’s the calculated dance of data recovery
  • Optimisation: Its primary objective is to choreograph the optimisation prowess of campaigns, transforming setbacks into opportunities for growth 

Mandatory March 2024 

As the digital landscape evolves, Consent Mode transforms from an optional feature to a mandatory requirement for advertisers on Google’s platforms, effective March 2024

Consent Mode: Risks, Rewards, Strategies

The absence of Consent Mode is like an uneven arms race: would you enter an arena blindfolded, running a daring venture into the unknown? (If the answer is yes, you might need some help). Of course, nobody would – at this point, we said that so many times, but repetita iuvant (sorry it’s our all-Italian classy inclination in making use of Latin quotes, sometimes it just pops out). 

Risks without Consent Mode

  • Audience limitations: Operating without Consent Mode restricts both the ability to utilise any audiences and to capture new EEA users
  • Strategic setback

The absence of Consent Mode hinders audience utilisation, making it impossible to populate or use remarketing audiences

Benefits with Consent Mode

  • Enhanced data precision: Embrace modelled data within Google Platforms to mitigate the 30-60% data loss when users opt out of tracking
  • Optimised analytics: Elevate reporting, attribution, and bidding strategies to achieve unparalleled precision

A Tale of Two Options

With Consent Mode soon to become mandatory, Google provides two options for advertisers to choose from, depending on their strategy and privacy approach: 

  • CONSENT MODE CORE: Tracking only consented users
  • CONSENT MODE ADVANCED: Send pre-consent anonymous pings

As the digital plot thickens (woooh), the choice between these options becomes a strategic decision, influencing the narrative of your digital journey. Let’s delve into the nuances of each, exploring the twists and turns that Consent Mode introduces into the grand storyline of your digital strategy.


Consent Mode Core 

  • Tracking only consented users
    The Core Version of Consent Mode tracks only consented users, sending parameters to Google and allowing you to utilise all Google platforms
  • Use industry benchmarks to improve your reporting and performance
    With Consent Mode Core, Google will use industry benchmarks to model your data and adapt it to the consent behaviour of your users
  • Your new standard for consent control
    Consent mode is integrated with all major CMPs and you can use it to improve the quality of control and documentation of your solution across all platforms

Consent Mode Advanced

  • Send pre-consent anonymous pings
    With the advanced implementation, you can send pre-consent anonymous pings to Google platforms, which will be used to model your data and adapt your performance
  • Improve performance and bidding
    The main purpose of Advanced Consent Mode is to use the pre-consent pings to improve the performance of bidding algorithms
  • Pre-consent pings are processed in Europe
    Pre-consent pings sent to Google are processed in dedicated servers in Europe, no user identifiers are collected and the data is not available for reporting, only optimisation

Picking the right One

Choosing between Consent Mode options demands more than a decision; it’s a Sherlock Holmes level deduction (how grandiose). Dive deep into your user consent flow and data collection setup – the clues to unlock the perfect choice. A strategic decision is the key to complying with the Google advertisers’ requirements set for March 2024.

BUT – this blog post is already slightly too long (please don’t tell our bosses, they didn’t notice) so brace yourselves as we delve deeper into each option, providing an insider’s guide on making the right choice for your unique needs.


If the anticipation is too much to handle (we get it!) and you want to start addressing the elephant – erm, sorry Dumbo – the bull in the arena right now: