A marketer advertises in many markets around the world, including Germany and France. They’ve started running YouTube and Search campaigns with Google and they measure online conversions.
How does this advertiser ensure that their Google tag respects the remarketing preferences of their users in the European Economic Area (EEA)?
Ensure ad_personalization parameter (as well as ad_storage and ad_user_data) is in consent mode setup.
Ensure that there’s a consent banner present on every page.
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.