Google’s New Requirement for Consent Mode in AdWords: What You Need to Know

Google has introduced a new requirement for users of Google AdWords: Consent Mode must now use an authorised Consent Management Platform (CMP) partner. This change is part of Google’s efforts to ensure compliance with data privacy regulations, such as GDPR, and to provide more transparency and control for users regarding how their data is used.

Consent Mode allows advertisers to adjust the behaviour of Google tags based on the consent status of users. It helps businesses collect valuable analytics while respecting privacy choices. However, to ensure that this data collection is managed correctly, Google now requires advertisers to use CMPs that have been vetted and authorised by themselves.

Here at DigitalFlare, we've built a number of GPDR-compliant cookie management tools over the past few years; however, sadly, we are not Google-certified for CMP. Simply because it would be too costly for us in terms of development and annual costs. Google lists a number of certified apps here: https://support.google.com/admanager/answer/13554116?sjid=14154673026641136816-EU - In recent months, we integrated with Termly CMP, Cookie Bot, Yes Cookie - although they all work in a similar fashion. In terms of keeping costs down, we've found Termly CMP has been the most cost-effective solution for us to date, especially for websites with many pages or products (over 300 pages).

Using an authorised CMP ensures that user consent is collected and stored in a compliant way and that Google AdWords can adjust its tracking mechanisms accordingly. For businesses using Google AdWords, this means selecting a CMP partner from Google's approved list to remain compliant and continue optimising campaigns and personalised ads / remarking ads effectively.

If you’re using Google AdWords and haven’t yet integrated with an authorised CMP, now is the time to act. Ensure your campaigns stay compliant and your data practices remain transparent to users. Contact our team if you'd like to learn more about CMP, and we'd be happy to answer your questions.