{"id":453,"date":"2024-01-19T08:58:37","date_gmt":"2024-01-19T07:58:37","guid":{"rendered":"https:\/\/stage.usercentrics.com\/?post_type=knowledge&p=32764"},"modified":"2025-06-25T08:38:43","modified_gmt":"2025-06-25T06:38:43","slug":"googles-march-deadline-for-consent-mode-and-ads-privacy-compliance","status":"publish","type":"knowledge","link":"https:\/\/usercentrics.com\/us\/knowledge-hub\/googles-march-deadline-for-consent-mode-and-ads-privacy-compliance\/","title":{"rendered":"Google\u2019s March deadline for privacy compliance: CMPs, Consent Mode and ensuring continued advertising"},"content":{"rendered":"

Google may do more to enforce the adoption of data privacy compliance than government regulators with its new requirements coming into effect in 2024. This has been reinforced by their latest article<\/a> by Shirin Eghtesadi, Director Product Management.<\/p>\n

Evolving privacy regulations have levied strict requirements on Google and the other designated \u201cgatekeepers\u201d. One of the major requirements is the necessity of signaling verifiable user consent to Google in order to preserve Google ad personalization features.<\/p>\n

Read on to learn what Google\u2019s new requirements are for advertisers in the EU and EEA, how to protect your ad revenue, the benefits of consent-based marketing, and other ways that user data collection is evolving that you need to be aware of.<\/p>\n\n\n

What does Google\u2019s deadline for advertisers mean?<\/h2>\n\n\n

Google\u2019s new requirements are meant to facilitate compliance with data privacy regulations such as the General Data Protection Regulation (GDPR)<\/a>, ePrivacy Directive<\/a> and other relevant regulations in the EU\/EEA and UK. They also enhance enforcement of Google\u2019s EU user consent policy<\/a> (EU UCP), specifically regarding audience and measurement solutions.<\/p>\n\n

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Read on our blog:<\/strong> What is the Google EU User Consent Policy and who does it apply to?<\/a><\/p>\n <\/div>\n<\/div>\n\n\n\n\n

If you\u2019re using Google Ads, Google Analytics and Google Marketing Platform for serving personalized ads in these regions, you need to review the way you obtain and signal consent from end users<\/a> (mainly consumers online). Organizations that do not meet these requirements by Google\u2019s March 2024 deadline will not be able to run personalized advertising in the EU\/EEA and UK using Google\u2019s platforms in the same way, i.e., you\u2019ll lose access to ad personalization features.<\/p>\n

Companies can comply with Google\u2019s requirements by implementing a Google CMP Partner to obtain and manage valid user consent. The CMP also needs to be integrated with the latest version of Google Consent Mode<\/a> to signal user consent information to Google\u2019s platforms.<\/p>\n\n

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Usercentrics CMPs are Google-certified for Consent Mode<\/div>\n
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Usercentrics Web & Apps CMP are Google-certified, fully supporting Transparency and Consent Framework (TCF) and Google Consent Mode v2.<\/p>\n <\/div>\n

\n Start free trial<\/span><\/a> <\/div>\n <\/div>\n
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