Google Consent mode V2? 🥸
Let's dive straight into version 2.0 of Google Cons ent Mode - yes, you heard right, it's time for an update to the digital consent system that's been keeping you up at night.
Google Consent Mode v2 is "old wine in new bottles" and the latest addition from one of the major platforms, a step towards making the digital ecosystem more compliant. Of course, it's no secret that cookie compliance has been a requirement for a long time. Since the Cookie Order came into force in Denmark in 2011, the EU ePrivacy Directive has required Danish companies to obtain consent and inform users before using cookies.
The new twist? Consent Mode v2 is an update to a system that Google originally launched back in 2020, ironically called Consent Mode. The reason why we marketers haven't flagged it up until now is because it has now become a fundamental requirement for effective advertising on the platform. Google now requires all advertisers to enable and implement Consent Mode v2 by March 6th. Therefore, it is important that this is implemented before March 6, 2024.
Google has long promoted this agenda, as this technology can be used to model and aggregate data profiles of users who have not chosen to consent.
Let me try to exemplify this: If Gallup calls you and asks you who you want to vote for in the next general election and you choose to say no thanks, you would naturally expect them to accept your choice and wish you a happy day with no further action. But what if Gallup, in this example acting as Google, decided not to abandon a potential respondent? Suppose that, based on your name, age or other information (that you previously provided when entering a competition to win the latest AirPods), they create a fictitious profile to respond on your behalf. Thus, when you actually vote in the general election, Gallup (or Google, in this example) has already constructed from your data points a fictitious voter type that they believe you represent.
Google is essentially doing this to collect more data on their platforms. Because data is the new gold and because data is their bread and butter.
What can MIGHTY MONDAY do for you now?
To ensure your digital setup is compliant, we suggest a number of concrete actions. These include implementing a valid Consent Management Platform (CMP), such as Cookiebot or Cookie Information. These should be integrated with Google Tag Manager so that cookie settings are adjusted correctly for all tags that store cookies in your visitors' browsers.
In addition, there are significant developments regarding Google Consent Mode, an area we can also help you look into. Google Consent Mode enables the collection of anonymized data about your visitors even if they have not accepted cookies, but in a legal and appropriate way.
In addition to all this, we offer to perform a thorough review of your cookie compliance. We will identify any cookie compliance violations, review all cookies being stored, analyze network calls and the data being shared, and create a detailed action plan to address any challenges.
The offer depends on a case-by-case basis and starts from DKK 5,000 excluding VAT and upwards.
Overall, it would require the following actions:
- Identification of cookie compliance violations in Google Tag Manager.
- Review of all stored cookies.
- Setting up Google Consent Mode v2.
- Analyzing network calls and the data being shared, including both first- and third-party cookies.
- Developing a detailed action plan.
But again, it's case by case.
Contact us before the famous date and together let's make sure you can navigate the digital privacy minefield with both style and compliance.