Google Ads is making changes to its EU user consent policy, impacting advertisers using Customer Match lists for personalized ads in the European Economic Area (EEA). This update is in line with the increasing privacy regulations in Europe and Google’s commitment to compliance.
Advertisers are now required to explicitly share the consent signals received from users with Google in order to continue using Customer Match for personalized advertising in the EEA. This places more responsibility on advertisers to collect and transmit user consent, which could affect the reach and effectiveness of their campaigns.
Advertisers have four options for transmitting consent signals: Google Ads API, Partner and Audience Partner API, manual entry in Audience Manager (Google Ads UI), and conversion-based customer lists with consent mode enabled.
The impact of this update was first observed on X by Thomas Eccel mail, and advertisers targeting EEA users need to implement one of these consent token methods to maintain their Customer Match capabilities. Failure to comply with these new consent requirements could lead to limited ad personalization options for EEA audiences.
Article Source
https://searchengineland.com/google-eu-consent-rules-customer-match-ads-443491
