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Explanation:

The given answer is correct. When planning a Brand Lift study for a Video Reach Campaign, two key considerations are:

Lift results aren’t guaranteed: Brand Lift studies rely on surveying a small portion of exposed and control groups. Responses can vary, and achieving statistically significant lift isn’t automatic, as it depends on campaign effectiveness and sample size.

Lift isn’t a good always-on metric: Lift tends to decrease over time for the same continuous media exposure. This isn’t a sign of failure; rather, it indicates the brand message has already saturated the audience, meaning the media has successfully achieved its “top-of-mind” goal. Thus, it’s better for campaign-specific measurement than continuous monitoring.

Reference: While a single definitive page stating these two points verbatim as considerations for Brand Lift might be elusive, these concepts are widely discussed in Google’s Brand Lift best practices and advanced measurement guides. For example, the idea that sustained exposure leads to diminishing new lift is a core tenet of frequency planning.

You can infer these points from: About Brand Lift studies – Google Ads Help: https://support.google.com/google-ads/answer/10285723

(This page details what Brand Lift measures and how it works, indirectly supporting these considerations about survey-based measurement and the nature of “lift” over time).

Explanation:

The answer is correct. To ensure their Google tag respects user remarketing preferences in the European Economic Area (EEA) amidst regulatory changes like the Digital Markets Act (DMA), the advertiser must correctly implement Consent Mode. This involves setting the ad_personalization, ad_storage, and ad_user_data parameters based on the user’s consent choices (e.g., from a cookie banner). These parameters signal to Google whether personal data can be used for personalized advertising, whether advertising-related cookies can be stored, and if user data can be sent for advertising purposes. Properly configuring these ensures compliance and enables remarketing for consenting users.

Reference: Updates to consent mode for traffic in European Economic Area (EEA) – Google Ads Help: https://support.google.com/google-ads/answer/13695607

This official Google Ads Help page explicitly states the requirement to collect consent for personal data use in the EEA for ad personalization and remarketing features, and mentions ad_user_data and ad_personalization as the parameters to pass these consent signals.