FAQs related to Google Consent Update

The following are some of the frequently asked questions regarding the consent update for Google Customer Match:

What does the European Union (EU) user consent policy involve?

The EU user consent policy mandates compliance with the Digital Markets Act (DMA), a recent regulation in the European Union (EU). It requires obtaining user consent before conducting ad personalisation activities.

How does this consent update relate to Google's operations?

Google wants their partners and advertisers to send consent signals of users for Customer Match uploads. Note that Customer Match lists are used in Google Ads and Google DV360.

Which signals are impacted due to this consent update?

The following are the signals impacted due to the Google consent update:

• ad_user_data, which sets consent for sending user data to Google for advertising purposes.
• ad_personalization, which sets consent for ad personalisation.

What are the timelines by which these consent signals need to be sent?

Consent signals must be sent to Google starting March 6th, 2024, for users within the European Economic Area (EEA).

Is this consent update applicable to the UK?

While the EU consent policy applies to the UK, the Digital Markets Act (DMA) does not, as the UK is a non-European Economic Area (EEA) country.

What are the steps that Zeotap needs to perform to be aligned with this consent update?

Zeotap will start sending GRANTED consent status for both ad_user_data and ad_personalization consent signals assuming that customers ensure only consented users are uploaded to Google. This is applicable to the following Destinations:

• Google Customer Match
• Google Customer Match - Customer Contact Information
• Google Customer Match - Mobile Identifiers

What relevant steps is a customer required to perform to be aligned with this consent update?

Customers need to ensure only the consented users qualify an audience. They can achieve this by:

• Ingesting appropriate consent parameters to Zeotap that cover the two consent signals google is asking (ad_user_data, ad_personalization) and setting relevant setting relevant Consent Orchestration rules.

• Ensuring that they ingest only the users who have given consent to perform ad personalization on Google Products.

How can the customers onboard relevant consent signals for online and offline users?

Customers need to develop a consent strategy based on their business needs. They should consult their legal team to determine which consent signals to capture and how, as advised by Google.

What is the process to capture consent?

The process for capturing consent through the Zeotap SDK remains unchanged. Refer to the documentation for more details.

What should the customers do if they are unclear of Google consent update?

Customers should consider the following immediate actions:

• Get in touch with their legal team and Google POC at the earliest.

• They can temporarily halt refreshes to Google Customer Match Destinations until they get complete clarity on the situation.

Related Topics

Below are some important topics related to the Google consent update.

Customer Match Policy

Consent Mode

EU User Consent Policy

FAQs of EU User Consent Policy