Regulation of Consent Mode V2: A New Dimension in Privacy Protection and Customization in the Digital Space

In the digital era, where the protection of personal data is becoming increasingly important, Google is introducing an updated tool, Consent Mode V2, representing a fundamental change in the processing of user data on the internet. This tool allows websites to adjust the processing of cookies based on the visitor’s consent or dissent. The updated implementation, which will become mandatory from March 6, 2024, could have significant consequences for websites without this setting. The loss of important data about website visitors can lead to inefficient decision-making in the online space, which ultimately may negatively affect online activities and business.

What is Consent Mode?

Consent Mode is a tool from Google that allows websites to adapt how data obtained from visitors through cookies are processed based on their consent. This tool enables the preservation of measurement and analytical efficiency of websites while respecting users’ choices in accordance with global regulatory requirements, such as GDPR and CCPA.

The Problem of Data Loss and the Solution

Without Consent Mode, websites lose key data essential for effective online marketing campaigns and traffic analysis. The implementation of this tool offers three setting options, from basic to advanced mode, allowing different levels of data access depending on the consent of the visitors. These settings range from complete data loss without implementation to obtaining anonymized or aggregated data even without explicit consent, enabling continued effective analysis and targeted advertising.

Impact on Digital Marketing

The impact on digital marketing and online activities is huge. From remarketing campaigns to automated advertising strategies, without access to relevant data, these activities can be significantly limited. Implementing Consent Mode thus becomes not just a matter of compliance but a fundamental prerequisite for maintaining competitiveness in the market.

Consent Mode and Regulatory Requirements

With the advent of new regulation Digital Market Acts (DMA) and the continuous evolution of personal data protection legislation, Consent Mode has become a key tool for websites that want to comply with GDPR and ePrivacy. The update to Consent Mode V2 provides websites with a comprehensive solution for consent management, allowing for more efficient processing of cookies and enhanced user privacy protection.

Implementing Consent Mode is not just a matter of technical update but represents a fundamental shift towards more ethical and lawful data processing in the digital advertising space. For websites and advertising agencies, it is essential to understand the significance of this tool and prepare for the upcoming changes to maintain access to important data while respecting the privacy of their users.

Consent Mode vs. Consent Mode V2

The difference between the original Consent Mode and its updated version, Consent Mode V2, lies mainly in the expansion of functionalities and options that allow websites to better manage data processing in accordance with personal data protection rules and user consents.

Consent Mode

The basic Consent Mode represents the initial configuration that allows websites to manage access to cookies and data based on the basic consent of users. In this mode, users’ consent or dissent to the use of various types of cookies (e.g., analytical, advertising cookies) is recorded.

Consent Mode was introduced as a tool enabling websites to customize the processing of data from cookies and other sources based on user consent. It allows websites to signal Google services – Google Analytics and Google Ads.

The primary goal is to enable websites to comply with legal regulations related to GDPR while maintaining the ability to collect important analytical data.

Functionality: The basic Consent Mode allows websites to collect only those data that the user has explicitly consented to. If the user does not consent to certain types of cookies, data collection through these cookies is limited or completely stopped.

Implementation: It requires the website to implement a simple consent mechanism capable of communicating the user’s consent to Google tools, such as Google Analytics or Google Ads.

Consent Mode V2

The new version, Consent Mode V2, introduces several significant changes and enhancements compared to the original version. These updates are designed to better reflect the needs of websites in complying with regulatory requirements (GDPR and ePrivacy) while allowing for more efficient and flexible data processing based on user consent.
Key changes that Consent Mode V2 includes:

1. Expanded consent setting: Consent Mode V2 introduces advanced consent configuration options, allowing websites to more precisely define how various types of data (e.g., analytical, advertising) should be processed based on user consent. This includes better control over cookie categories and customization of data processing according to individual visitor preferences.

2. New parameters: The basic signals, such as “ad_storage” for managing advertising cookies and “analytics_storage” for analytical cookies, are now supplemented with two new signals:

  • “ad_user_data”: This signal asks whether the user has consented to the use of their personal data for advertising purposes.

  • “ad_personalization”: This signal asks whether the user consents to the use of their data for remarketing purposes.

Unlike “ad_storage” and “analytics_storage”, these additional signals do not directly affect the operations of tags on the website. Instead, they serve as extra parameters communicated to Google services, directing how user data may be utilized in advertising contexts.

While “ad_storage” and “analytics_storage” act as preliminary filters for data (regulating which identifiers are transmitted), “ad_user_data” and “ad_personalization” provide subsequent instructions to Google services regarding data processing.

Consent Mode also introduces more sophisticated configurations, such as “ads_data_redaction”, which blocks the transmission of any click identifiers or details of third-party cookies. There are configurations like “allow_ad_personalization_signals”, which determine the extent of data accessible to Google advertising platforms. In case of setting conflicts within Consent Mode, the principle of prioritizing the strictest option applies, thus maintaining data protection standards.

3. Advanced data processing without consent: Consent Mode V2 offers enhanced options for data processing even when the user has not given consent. This includes the use of anonymized and aggregated data, allowing websites to maintain a certain level of analytical and personalization functions without violating regulatory requirements.

4. Better integration with Google tools: Consent Mode V2 is designed to be even more integrable with other Google products, such as Google Analytics and Google Ads, enabling more efficient use of data for marketing and analytical purposes in accordance with granted consent.

5. Enhanced support for regulatory requirements: The update comes with improvements that simplify compliance with regulatory requirements of various jurisdictions, providing websites with the tools needed to manage consents and collect data in accordance with privacy laws.

6. Increased transparency and control for users: Consent Mode V2 enhances transparency and gives website visitors greater control over their data by allowing them to express their consent preferences more clearly and accurately.

7. More flexible implementation: With new features and improvements, Consent Mode V2 also brings increased flexibility in its implementation. This flexibility allows websites to customize consent processing according to their specific needs and thus ensure a better user experience.

The main difference between Consent Mode and Consent Mode V2 lies in the expanded functionality and flexibility of the second version, which enables websites to better adapt data processing to new regulatory requirements and user expectations. The update comes at a time when legal requirements for privacy and data processing are becoming stricter and offers the necessary tools to ensure compliance while maintaining key marketing and analytical functions of websites.

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About the Author:

Account manager of Bluewinston & CCS Shopping in EU ( I'm the guy responsible for the most effective PPC tool to create product text and Smart Shopping campaigns for Google Search.) Contact me @ [email protected]