Airbridge is implementing changes to align with 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 is updating the policy in response to the Digital Markets Act (DMA), with the changes slated to take effect starting March 6, 2024.
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 keep using Google Ads features related to measurement, ad personalization, and remarketing in the European Economic Area (EEA). For compliance, advertisers must obtain consent from their end users in the EEA for the use of personal data, such as with a privacy prompt, and share the user consent with Airbridge.
Note
Airbridge does not support Consent Management Platforms (CMPs) that use the TCF 2.2 standard to ingest consent values.
Advertisers can share the consent values with Airbridge via the Airbridge SDK or API. Remember always to share the consent values with Airbridge for seamless measurement.
Note that the consent values do not affect the attribution of SKAdNetwork campaigns or the attribution of campaigns on ad channels other than Google Ads.
Attention
Advertisers must collect user consent data from all existing and new users in the EEA region at least once starting March 6, 2024.
The table below illustrates the consent data that must be passed to Airbridge. The eea value is neither the response from the user nor a value automatically filled in by Airbridge. Advertisers should determine the eea value based on whether the user is in the EEA region and whether the DMA applies or not.
Field Name in Airbridge |
Field Name in Google |
Description |
|---|---|---|
<string> |
| Indicates whether the user is in the EEA region and whether the DMA applies or not. The value is neither the response from the user nor a value automatically filled in by Airbridge. Determine the value based on where the user is located and whether the DMA applies or not. Values other than - - |
<string> |
| Indicates whether the user gave Google consent to use their data for ad personalization. Values other than - - |
<string> |
| Indicates whether the user gave consent to pass the user data used for advertising to Google. Values other than - - |
To share the consent values with Airbridge using the Airbridge SDK, refer to the following article:
The consent values shared with Airbridge may affect the attribution of Google Ads campaigns. Refer to the below for more information.
Compliance with the updated Google policy may result in a potential decrease in your Google Ads campaign performance. For more information, refer to this article.
The performance of campaigns on ad channels other than Google Ads would remain unaffected or see a slight increase.
The performance of campaigns on all ad channels, including Google Ads, may be affected by Google's updated EU user consent policy. However, SKAdNetwork campaigns would remain unaffected.
In addition, the consent values shared with Airbridge cannot be viewed in Airbridge reports or via raw data exports.
Postbacks may not be sent to Google Ads, depending on the consent values collected. Postbacks for other ad channels remain unaffected.
Consent values cannot be included in postbacks.
The consent values shared with Airbridge cannot be included in postbacks nor be viewed in Airbridge reports or via raw data exports. The consent values are strictly used for 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 consent values. Even when the consent values are received, Google Ads will still not be able to use the personal data if the end users did not give consent to use their data for ad personalization or to send their data to Google for ad-related purposes.
This explains why compliance with Google’s updated EU user consent policy may result in a potential decrease in the performance of your Google Ads campaigns in the EEA.
The United Kingdom and Switzerland are not members of the EEA and, thus not subject to Google's updated EU user consent policy.
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.
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:
You may reach out to your Airbridge CSM for questions on the end-user consent fields and on how to share them 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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