By Daniela Carrasco
Marketing4eCommerce Editor
GGoogle has announced changes to its European Union User Consent Policy (EU UCP) in response to privacy laws in the European Union (EU ). The company is implementing improvements to help advertisers preserve the performance of campaigns that show ads to consumers in the European Economic Area (EEA). To do so, advertisers will be required to send verifiable consent signals to Google.
Since its introduction in 2015, Google’s EU UCP has been a bangladesh number data response to the requirements of European privacy regulations , specifically the ePrivacy Directive (ePD) and the General Data Protection Regulation (GDPR) . This policy will go into effect this year and requires marketers advertising on Google to obtain and respect user consent.
“To preserve the performance of campaigns that show ads to consumers in the European Economic Area (EEA), web and app advertisers must send verifiable consent signals to Google. As the regulatory ecosystem continues to evolve, we have announced updates to consent mode for Google Ads, Google Marketing Platform, and Google Analytics that may require immediate actions to preserve ad personalization features before March 2024 , ” Google explains in its statement.