{"id":625413,"date":"2024-06-24T22:24:16","date_gmt":"2024-06-24T19:24:16","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-tightens-eu-consent-rules-for-customer-match-ads\/"},"modified":"2024-06-24T22:24:16","modified_gmt":"2024-06-24T19:24:16","slug":"google-tightens-eu-consent-rules-for-customer-match-ads","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-tightens-eu-consent-rules-for-customer-match-ads\/","title":{"rendered":"#Google tightens EU consent rules for Customer Match ads"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2ab46aa7b30\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2ab46aa7b30\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-tightens-eu-consent-rules-for-customer-match-ads\/#The_new_requirements_mandate_explicit_user_consent_signals_for_ad_personalization_in_the_European_Economic_Area\" >The new requirements mandate explicit user consent signals for ad personalization in the European Economic Area.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"The_new_requirements_mandate_explicit_user_consent_signals_for_ad_personalization_in_the_European_Economic_Area\"><\/span>The new requirements mandate explicit user consent signals for ad personalization in the European Economic Area.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nGoogle Ads is updating its EU user consent policy, affecting advertisers using Customer Match lists for ad personalization in the European Economic Area (EEA).<\/p>\n<p><strong>The big picture. <\/strong>This change aligns with increasing privacy regulations in Europe and Google\u2019s efforts to ensure compliance.<\/p>\n<p><strong>Why it matters.<\/strong> Advertisers must now explicitly pass granted consent signals to Google to continue using Customer Match for personalized advertising in the EEA.<\/p>\n<p><strong>Why we care.<\/strong> This update puts more responsibility on advertisers to collect and transmit user consent, potentially impacting campaign reach and effectiveness.<\/p>\n<p><strong>How it works.<\/strong> Advertisers have four options to pass consent signals:<\/p>\n<ul>\n<li>Google Ads API<\/li>\n<li>Partner and Audience Partner API<\/li>\n<li>Manual input in Audience Manager (Google Ads UI)<\/li>\n<li>Conversion-based Customer lists (requires Consent Mode enabled)<\/li>\n<\/ul>\n<ol><\/ol>\n<p><strong>First seen.<\/strong> This update was first seen on <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/x.com\/ThomasEccel\/status\/1805186458044498310\">Thomas Eccel\u2019s X<\/a> post:<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"581\" height=\"568\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-24-at-19.05.21.png.webp\" alt=\"Screenshot 2024 06 24 At 19.05.21\" class=\"wp-image-443499\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-24-at-19.05.21.png.webp 581w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-24-at-19.05.21-346x338.png.webp 346w,https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/Screenshot-2024-06-24-at-19.05.21-116x113.png.webp 116w\" sizes=\"(max-width: 581px) 100vw, 581px\"><\/figure>\n<\/div>\n<p><strong>What\u2019s next. <\/strong>Advertisers targeting EEA users need to implement one of these consent signal methods to maintain their Customer Match capabilities.<\/p>\n<p><strong>Bottom line. <\/strong>Failing to adapt to these new consent requirements could result in limited ad personalization options for EEA audiences.\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/anu-adegbola-2\" alt=\"Anu Adegbola\" width=\"140\" height=\"140\">\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Anu Adegbola<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=TheMarketingAnu&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/themarketinganu\/\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        <span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\">Anu Adegbola has been Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> since 2024. She covers<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, 'Segoe UI', Roboto, 'Helvetica Neue', 'Noto Sans', 'Liberation Sans', Arial, sans-serif, 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Noto Color Emoji'; font-size: 16px;\"> paid search, paid social, retail media, video and more.<\/p>\n<p>In 2008, Anu&#8217;s career started with<\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.<\/span><\/span><\/p>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">Outside editing Search Engine Land article she is the founder of PPC networking event &#8211; PPC Live, host of <\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">weekly podcast PPCChat Roundup, and b<\/span><\/span><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">rand evangelist at ClickTech.\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">\u00a0<\/span><\/span><\/div>\n<div><span style=\"color: #212529; font-family: system-ui, -apple-system, Segoe UI, Roboto, Helvetica Neue, Noto Sans, Liberation Sans, Arial, sans-serif, Apple Color Emoji, Segoe UI Emoji, Segoe UI Symbol, Noto Color Emoji;\"><span style=\"font-size: 16px;\">She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.<\/span><\/span><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-eu-consent-rules-customer-match-ads-443491\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The new requirements mandate explicit user consent signals for ad personalization in the European Economic Area. Google Ads is updating its EU user consent policy, affecting advertisers using Customer Match lists for ad personalization in the European Economic Area (EEA). The big picture. This change aligns with increasing privacy regulations in Europe and Google\u2019s efforts&#8230;<\/p>\n","protected":false},"author":1,"featured_media":625414,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2024\/06\/SEL-Blog-50-800x458.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[142591,107942],"class_list":["post-625413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google-ads","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/625413","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=625413"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/625413\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/625414"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=625413"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=625413"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=625413"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}