Dma Deciphers 3 Things Marketers Should Know For Using Google Services
Management Summary
What does the DMA mean in general and how will it impact online marketing?
One of the main goals of the DMA is to create an ecosystem in which smaller companies can thrive and foster innovation so that they can compete with large technology platforms.
Which companies does the DMA apply to?
It is specifically the so-called 6 “gatekeepers” that the DMA applies to. The policy focuses on companies that own large online platforms and meet certain criteria, such as: B. to have an influence on the digital markets, to act as an intermediary between companies and users and to have a lasting position of market power.
How will this affect online marketing?
One of the most important points of the DMA is that affected actors such as Google are no longer allowed to offer their platform services for the purpose of targeted advertising without first obtaining effective consent. This means that Google, for example, has to prove throughout the entire customer journey that the user has given their consent, for example, to dynamic remarketing.
In this video, together with our partner Usercentrics, we illustrate the effects of the DMA on online marketing and summarize our recommendations for marketers and advertisers.
https://youtu.be/C78i-_CWL50?si=zBCafBo7XMtJoWas
But: The DMA also affects small companies that use the services of the large platforms
It is crucial for small business owners to understand the requirements of the DMA and comply with the rules established by platforms as a result of this legislation. Advertisers need to understand how the DMA impacts them so they can continue to effectively reach their audiences while complying with data protection laws.
What are the consequences of not being prepared for the DMA?
Non-compliance with the Digital Markets Act is a very expensive risk for platform services. However, non-compliance is no less risky for third parties, as they face data loss, impact on audience management and conversion measurement, but also potential loss of revenue and loss of brand reputation.
Worst scenario?
As Donna Dror, CEO of Usercentrics, said, the consequence could be stated quite bluntly: no consent, no revenue. Looking at it as a whole, one might think that this is just another regulation that requires companies operating in the EU and EEA to obtain users’ explicit consent before processing their personal data. However, for the main players in the field of advertising technology, this framework represents a significant change, since they are now responsible for ensuring that the data they collect is based on proper consent from users, whereas in the past this was the responsibility of the websites that use the platforms’ services.
What should companies do now?
It’s important to do your homework on what needs to be done and work with partners who can keep you informed and guide you through these processes.
- When using Google services, it is important to first check how consent is obtained. Google has provided a list of certified CMPs (Consent Management Platform), including Usercentrics and Cookiebot, that can pass consent signals to the service provider.
- The second step is to check if you have enabled basic consent mode if you haven’t already.
- Step 3 is to migrate to Google Analytics 4 for remarketing, audience and conversion export, and offer optimization.
Conclusion: Why do we need to act now?
The deadline for compliance with the DMA’s guidelines was already March 6, 2024, so make sure you are properly prepared as well. We are happy to support you – contact us:kontakt@e-dialog.group<< Sandra Wojciechowska, Data Protection Officer & Head of Consent Management at e-dialog, in thisWebinar videotogether with our partner Usercentrics. Check it out for tips on how to improve results and opt-in rates in the new digital age!
