Google Consent Mode is a framework developed by Google to help publishers manage and obtain user consent for the use of cookies and personalized advertising.
This tool allows you to adapt Google's use of cookies, especially for ads and statistics, to align with privacy regulations, such as the GDPR. Its implementation has become mandatory for the use of Google Ads conversions and other related features.
The latest version, Google Consent Mode V2, introduces several new features and important changes to ensure that websites respect users privacy preferences by regulating the use of cookies and similar technologies based on the consent provided.
Custom Consent Setup: How Google Consent Mode V2 offers more precise control over user preferences
Developed to offer greater flexibility in using Google products alongside cookie consent management platforms, it allows the automatic management of Tag parameters related to user profiling without the need of manual configuration of triggers.
Consent Mode manages two types of consent: "analytics_storage" and "ad_storage".
"analytics_storage" - regulates the behavior of website analytics cookies based on user’s consent choices, still allowing the collection of basic data in an aggregated form even if the user does not consent to analytics cookies.
"ad_storage" - regulates the behavior of marketing cookies, allowing you to show contextual advertising based on anonymized data instead of targeted advertising based on personal data tracking.
Furthermore, Consent Mode communicates with Consent Management Platforms (CMPs) to modify the behavior of Google Tags based on user consent choices. This means that Tags can adapt if the user changes their consent preferences at a later time.
Consent Management Platforms compatible with Consent Mode include: Cookiebot, Iubenda, OneTrust, Osano, and Sourcepoint.
Google services that integrate with Consent Mode include: Google Analytics, Google Ads, Google Tag Manager, Gtag, Floodlight, and Conversion Linker.
Privacy and ad personalization: The new features of Google Consent Mode V2
Improved consent management:
Google Consent Mode V2 provides better control over user consent management. Publishers can now configure different consent categories, allowing users to choose which types of cookies or personalizations they want to enable or disable.
Cookieless measurement:
A significant change introduced by Google Consent Mode V2 is the ability to measure ad performance without the use of third-party cookies. By using machine learning techniques and analysis based on statistical models, Google Consent Mode V2 allows publishers to continue measuring the effectiveness of their advertising campaigns without the need for tracking cookies.
Privacy Sandbox:
Another important innovation is the integration of Google Consent Mode with Google's Privacy Sandbox project. Privacy Sandbox is an initiative aimed at providing solutions for personalized advertising while respecting user privacy. With Google Consent Mode V2, publishers can leverage the Privacy Sandbox APIs to deliver personalized advertising experiences without violating user privacy.
Greater transparency and control:
Google Consent Mode V2 places even greater emphasis on user transparency and control. Publishers must provide clear and understandable information about data usage and obtain explicit consent from users for different cookie categories and personalizations. This contributes to creating a more transparent and conscious environment for users, ensuring that their preferences are respected.
Support for multiple domains:
Google Consent Mode V2 allows publishers to manage user consent across multiple domains. This is particularly useful for companies with websites on multiple domains or subdomains, enabling them to centrally manage cookie preferences and ad personalizations across all their digital properties.
In conclusion:
Google Consent Mode V2 represents a significant step in user consent management and ad personalization. The new features offer greater flexibility for publishers and increased control for users, while still allowing for ad performance measurement without third-party cookies. With the integration of Privacy Sandbox, Google Consent Mode V2 emerges as a promising option for balancing ad personalization with user privacy.
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