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Supporting the Latest Google EU User Consent Policy

AirbridgeWritten by Airbridge,

Here is what you should know about the updates Airbridge is implementing to support Google’s latest EU user consent policy.

Google’s EU user consent policy requires those using a Google product to obtain legally valid consent from end users in Europe for the sharing or utilization of personal data. The policy, first introduced in 2015, is undergoing changes in response to the Digital Markets Act (DMA).

What is the Digital Markets Act?

To ensure fair and open digital markets under the DMA, the European Commission, in September 2023, designated Alphabet, Amazon, Apple, ByteDance, Meta, and Microsoft as “gatekeepers.”

The six gatekeepers were granted six months since their designation to fully comply with the requirements listed in the DMA. In response, Google is bolstering the enforcement of its EU user consent policy starting March 6, 2024.

What actions should I take as an advertiser?

Advertisers must collect consent from end users in the European Economic Area (EEA) by displaying a privacy prompt in their apps. Then, advertisers must share consent signals with Google. Refer to the following article:

Advertisers who do not run Google Ads campaigns in Europe or who do not have end users in the EEA do not have to take any action.


It is the responsibility of advertisers working with Google to collect and share end-user consent. Airbridge does not change or control end-user consent.

The end-user consent values should be collected and shared with Airbridge using the following fields in order for Airbridge to send them to Google. For details about each field, refer to this article.

  • eea: Indicates whether the user is in the EEA and DMA applies

  • adPersonalization: Indicates whether the user gave Google consent to use their data for ad personalization

  • adUserData: Indicates whether the user gave consent to send their user data to Google for ad-related purposes

Having collected the consent values with privacy prompts, advertisers can choose from the following options to share them with Airbridge:

How can I ask for support?

Reach out to your Google representative for any questions on Google’s updated EU user consent policy. You can also refer to Google’s articles:

For information about Airbridge’s support of Google’s updated EU user consent policy, refer to this article. You may also reach out to your Airbridge CSM for questions on the end-user consent fields and on how to share the consent values with Airbridge.

However, Airbridge cannot provide guidance on storing the consent values or the development and implementation of privacy prompts. For assistance, consult legal professionals.

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