Google’s March 2024 Changes: What You Need to Know

Google is gearing up for a major shake-up in how it handles user consent and data within the EU/EEA and the UK. These changes, set to go into effect in March 2024, will have far-reaching impacts on businesses that rely on Google’s advertising platforms. Here’s what you need to know right now:

1. Consent Mode Deadline

Google has placed a significant emphasis on user privacy and choice. In line with this, March 2024 marks an important deadline: all websites and apps in the EU/EEA and the UK using Google advertising technology must have a robust consent management system in place. This system will obtain clear, informed consent from users before collecting or processing their data.

2. Personalised Advertising Impacts

Personalised advertising is a core part of many digital marketing strategies. If you fail to meet Google’s consent requirements by the deadline, your personalised advertising capabilities will be severely limited. 

This could result in:

• Reduced reach for your campaigns
• Less relevant ads for potential customers
• Lower conversion rates

3. The Role of Consent Management Platforms (CMPs)

Managing user consent on a large scale can be incredibly complex. Google highly recommends using Consent Management Platforms (CMPs) to streamline the process. CMPs offer a centralised way to collect and respect user preferences, ensuring compliance with privacy regulations.

Popular CMPs: Some of the popular choices in the market include Cookiebot, Usercentrics, and OneTrust.

What to Do Right Now

Do not wait until the last minute to address these changes from Google. Here’s how you can start preparing today:

Evaluate Your Current Consent Processes: Thoroughly examine how your website or app currently collects and processes user data. Do you have the necessary systems in place to manage consent according to Google’s requirements?

Choose a CMP (if needed): If you are not already using a Consent Management Platform, research your options now. Consider factors like features, pricing options, and ease of integration.

Implement and Test: Work on integrating your chosen CMP into your website or app. Ensure careful testing to avoid disruption to user experience.

Staying Ahead of the Curve

Navigating Google’s upcoming changes successfully will protect your access to valuable personalised advertising tools and strengthen user trust. By understanding the implications and preparing in advance, you will put your business in a strong position to capitalise on Google’s marketing platforms while upholding rigorous privacy standards. 

Important Note: Privacy regulations and their enforcement are continuously evolving. Make sure to regularly review Google’s documentation and official announcements to stay updated on any further changes.