Rules And Changes For Data Driven Advertising 2024 By Post Cookie And Dma
Management Summary
How to achieve marketing performance despite the Post Cookie and Digital Markets Act!
The EU’s Digital Markets Act (DMA) should be implemented by March 2024 and brings new digital guidelines that affect companies providing central platform services (Alphabet (Google), Amazon, Apple, ByteDance (TikTok), Microsoft (LinkedIn), Meta). Advertisers should note that product updates will aim to ensure user consent standards in line with data protection regulations, regulatory guidelines and laws in Europe.
In some cases, active action is already necessary to ensure sustainable marketing solutions until the Digital Markets Act comes into force. For companies that use Google Tools, for example, the following three adjustments are necessary:
To prepare for a changing regulatory landscape, Google has announced several product updates for 2024
These are the three key pillars that anyone using Google tools must evaluate and implement by March 2024 to maintain performance. Source: e-dialogue
We would be happy to support you in implementing these steps. This can be done quickly – but must be done correctly in order to be compliant or “consent-compliant” and to be able to continue to use all the advantages of Google tools.
Prepare your company for the post-cookie era in the best possible way!
We will be happy to advise you and provide you with guidance on the web of various regulations and technologies.Contact us!
COLLECT USER CONSENT
Contact us for advice and support in selecting and implementing the right consent management platform for your company.
The e-dialog consulting team offers tailor-made packages for your requirements:
- Our quick check Google Consent Mode secures your measurement & Campaign performance in 2024.
- The Fit for 2024 Conformity Check provides an overview of how ready your system landscape is for the challenges in digital marketing in 2024 – e.g. Digital Markets Act (DMA), Digital Services Act (DSA), EU Artificial Intelligence (AI) Act & Post cookie.
We would be happy to clarify details of the offers in a free initial consultation:consulting@e-dialog.group
ACTIVATE CONSENT MODE
Senior Technical Consultant Andreas Schiefer explains how to help with this measureBlog articleHow to activate consent mode for the advertising tools of the Google Stack and what needs to be taken into account.
MIGRATE TO GA4
In order to be able to use the advertising features of the Google Marketing Platform from Google Analytics, the tracking & Analysis measures for GA4 are required because older versions no longer fully support the new version of consent mode. Earlier than expected, at the beginning of March, advertising features in Universal Analytics, such as the audience push for Google Ads and DV360, will go into sunset.
Therefore, UA360 users will also have to switch to GA4 to use these features – however, pure tracking will continue to be available until the end of June 2024.
