Airbridge supports Google’s updated EU user consent policy. Read on to learn the guidelines for complying with the updated policy.
Note
This 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).
Note
Airbridge 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).
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.
Note
Using 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.
Refer to the developer guides below to send user consent data to Airbridge using a CMP.
If you are not using a CMP, you can send user consent data via the SDK or using the server-to-server API.
Refer to the developer guides below to send user consent data to Airbridge via the SDK.
Refer to the API guide below to send user consent data to Airbridge using the server-to-server Event 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.
User consent data shared with Airbridge cannot be included in postbacks, accessed in Airbridge reports, or exported as raw data, and is exclusively utilized to ensure compliance with the Digital Markets Act (DMA).
Google Ads cannot use the personal data of end users in the European Economic Area (EEA) without receiving the user's consent.
As a result, the Google Ads campaign performance may decline in the EEA after Google’s EU user consent policy takes effect.
In compliance with the updated Google EU user consent policy, audiences to be sent to Google Ads will only include end users meeting the following conditions:
The user is not based in a region where the Digital Markets Act applies
The user is based in the region where the Digital Markets Act applies, but gave consent to use their data for Google’s ad personalization and to send their data to Google for ad-related purposes
This explains why the actual audience size shown in the Google Ads dashboard may be smaller than the estimated audience size shown in the Airbridge dashboard.
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.
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