๐ช๐บ With the Digital Markets Act (DMA), the EU is driving forward changes for digital companies such as Google in order to limit its market power and ensure more balanced digital competition in the EU. Google has now provided insights into how these changes will affect the search engine.
๐From 6 March, Google plans to make various adjustments, including obtaining additional consent for linked services. When using YouTube, for example, users will be asked whether they wish to continue to consent to data sharing, particularly in the context of personalised advertising. Without this consent, more non-skippable video ads could be displayed, especially for campaigns with pending clicks.
Google has also announced changes to the Search Engine Result Pages (SERPs). Tests are to be carried out with various display formats and search results. The aim is to introduce special units that offer the user a list of links to comparison sites. This is intended to keep users on the Google page for longer before they are redirected to external partner sites.
๐With regard to Google Analytics, companies must implement Consent Mode v2 by 6 March in order to continue receiving valid data for their analyses. Daniel Tschirschwitz, Head of Performance Tracking & IT at Smarketer, warns of the loss of essential marketing functions such as retargeting and the possible legal consequences of non-implementation.
๐ฌConsent mode is crucial for recording conversions that cannot otherwise be recorded due to a lack of consent to cookies.
๐ชWith the announced end of third-party cookies by Google, such data is becoming even more important. Although this step has been announced for some time, Google emphasises that it does not want to compromise the interests of advertisers too much.
