What is Consent Mode?
When consent is not granted, no new cookies pertaining to advertising may be written.
![Consent Mode](/content/images/size/w2000/2022/04/consent-mode.jpeg)
Consent Mode is a new beta enabling advertisers to tag their websites for European users that do not give their consent. The program was designed for GDPR, and supports tags from Google Ads, Floodlights from Campaign Manager and DV360, and tags from Google Analytics.
Google’s tags dynamically adapt, only utilizing cookies for the specified purposes when consent has been given by the user.
Google says the beta, launched this month, is open for a limited number advertisers that operate in Europe.
“If a user does not consent, the relevant Google tags will adjust accordingly and not use ads cookies, instead measuring conversions at a more aggregate level,” wrote Scott Herman, Product Manager at Google Tag Manager.
According to Google, when consent is not granted, no new cookies pertaining to advertising may be written, no existing first-party advertising cookies may be read, third-party cookies previously set on google.com and doubleclick.net may be sent in request headers (but limited to use for spam and fraud purposes), Google Analytics will not read or write Google Ads cookies, and Google signals features will not accumulate data for this traffic. IP addresses are used to derive IP country, but are never logged by the Google Ads and Floodlight systems and are immediately deleted upon collection. The full page URL is collected, including ad-click information in URL parameters (e.g., GCLID / DCLID).
Google clarifies that in all cases it will collect Timestamp, User Agent, and Referrer. Cookieless pings will be sent to Google Analytics for basic measurement and modeling purposes.
Google Consent Mode is compatible with the following Consent Management Platforms: Cookiebot, iubenda, OneTrust, Osano, and Sourcepoint.
PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.
Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.
You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.
Know more about us or contact us via info@ppc.land
Our latest marketing news:
- Amazon launches Target Promotion for Sponsored Products advertisers
- Amazon Prime Video secures landmark NBA and WNBA broadcasting rights deal
- FTC Warns: Hashed data not anonymous, companies risk deceptive practice claims
- Taboola unveils AI-powered solution to boost publisher traffic amid digital shifts
- Meta tackles Nigerian financial Sextortion Scams in massive account purge
- FTC launches probe into surveillance pricing practices of eight companies
- Location-based advertising: revolutionizing digital marketing strategies
- Reddit's exclusive Search Deal with Google raises concerns over AI Data
- Netflix surges in Nielsen rankings, streaming dominates TV consumption
- Kargo and TikTok partner to enhance offline sales insights for advertisers