Skip to main content
Airbridge supports Google’s updated EU user consent policy. Read on to learn the guidelines for complying with the updated policy.
NoteThis only concerns advertisers running marketing campaigns in the EEA. The United Kingdom and Switzerland are not members of the EEA.
Google’s EU user consent policy requires those using a Google product to obtain legally valid consent from end users in Europe for the use of personal data. Google has updated the policy in response to the Digital Markets Act (DMA).

​
Guidelines for advertisers

NoteAirbridge does not offer the privacy prompts necessary for obtaining user consent, nor can Airbridge provide guidance on their development and implementation. For assistance, consult legal professionals.
Advertisers should comply with the updated Google policy in order to continue using Google Ads features related to measurement, ad personalization, and retargeting in the European Economic Area (EEA). For compliance, advertisers must obtain consent from their end users in the EEA for the use of their personal data, such as using a privacy prompt, and share the user consent data with Airbridge. To send the user consent data to Airbridge, there are 2 options, either send directly via the SDK, or send via Transparency and Consent Framework (TCF) strings when using a Consent Management Platform (CMP).

​
What is CMP and TCF?

A CMP is a tool that helps websites and apps collect, manage, and document user consents for data collection and processing in compliance with privacy regulations. The TCF is a standardized framework developed by the IAB Europe that enables digital advertising ecosystem participants to comply with GDPR and ePrivacy regulations by transparently managing user consent and data privacy. Note that major online platforms require using CMPs that support TCF 2.2.
NoteUsing a CMP is recommended for collecting user consent data via prompts within the app and sending it to Airbridge. A CMP allows you to gather information based on the TCF, which complies with EU user consent policies and ensures smooth data transfer to Airbridge.
If you are using a CMP, refer to the following information to send consent data to Airbridge.
If you are not using a CMP, you can send user consent data via the SDK or using the server-to-server API.
The user consent data shared with Airbridge may affect the attribution of Google Ads campaigns. Read on to learn the effects of sending user consent data to Airbridge.
Compliance with the updated Google policy may result in a potential decline in your Google Ads campaign performance. For more information, refer to this section.Campaign performance on non-Google Ads channels would either remain steady or experience a slight uptick.
The performance of campaigns on all ad channels, including Google Ads, may be affected by Google’s updated EU user consent policy. However, SKAdNetwork attribution results will remain unaffected.In addition, the user consent data shared with Airbridge cannot be viewed in Airbridge reports or raw data files exported from Airbridge.
Postbacks may not be sent to Google Ads, depending on the user consent data collected. Postbacks for other ad channels will remain unaffected. Also note that user consent data cannot be included in postbacks.
The user consent data does not affect SKAdNetwork attribution.

​
Attention

Contact Google if you have any questions about Google’s updated EU user consent policy. You may refer to the following articles from Google:Airbridge cannot provide guidance on storing the consent data or the development and implementation of privacy prompts. For assistance, consult legal professionals.