Date posted

24 Nov 2023

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How will the Digital Markets Act impact Google advertisers?

The Digital Markets Act (DMA) is a European Union (EU) law designed to make large online platforms in the digital sector fairer and more transparent.

The aim of the act is to regulate digital platforms, referred to as “gatekeepers,” with substantial fines (approximately 10% of annual turnover) imposed in the event of non-compliance.

This month, Google (Alphabet) was named as a gatekeeper, in addition to five other platforms: Amazon, Apple, ByteDance, Meta and Microsoft.

How will this impact Google advertisers?

The DMA imposes strict restrictions on these gatekeepers to protect the privacy of users being advertised to.

The following provisions will significantly impact Google advertisers in the European Economic Area (EEA)

  • Google will be required to obtain explicit consent from users before using their data for advertising purposes.
  • Google will be required to provide users with more control over their data.
  • Google will be required to make its advertising platforms more interoperable with other platforms.

All six gatekeepers have until March 6th 2024 to put initiatives and solutions in place to adhere to the regulations outlined in the act.

Next steps to action now

To ensure your advertising in Google platforms isn’t impacted by the act, take action now.

The next steps for you to follow, before March 2024, are:

  • Ensure you have a robust consent management platform on your website, that collects the consent preferences of your users.
  • Configure Google Consent Mode to enable the communication and delivery of consent preferences from the consent platform to Google advertising platforms.
  • Ensure you have fully migrated from Universal Analytics to Google Analytics 4.
  • Migrate to the latest APIs/SDKs, where offline data uploads are being used.

Speak to us if you need any help or advice with these solutions.