How does Digital Markets Act (DMA) affect Google advertisers?

The Digital Markets Act (DMA) designates Google as a ā€œgatekeeperā€, that is required to align with the DMAā€™s objective for a fair and open digital market. In light of this, Google introduced Consent Mode V2 to enable advertisers to capture conversion data from EEA while complying with the Digital Markets Act.

Important deadlines

  • By January 16, 2024, adopt a Google-certified CMP like CookieYes to continue serving ads to EEA and UK audiences.
  • By March 2024, upgrade to Consent Mode V2 to capture data from new EEA users in Google Ads & GA4 Audiences.

Websites that use Google products for marketing and advertising need to keep the following in mind:

  • Use a Google-certified Consent Management Platform (CMP) like CookieYes to obtain user consent from your website visitors in the EEA and UK.
  • Implement Consent Mode V2 to continue utilising Google Ads remarketing and auto-bidding features.
  • If you still use Googleā€™s Universal Analytics, migrate to GA4 to maintain services such as audience and conversion export to Google Ads. 
  • Update to the latest versions of APIs and SDKs to pass consent signals for offline data to Googleā€™s advertising platforms like Google Ads and DV360.