[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fconsent-management-digital-advertising-and-the-digital-markets-act":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":16,"acf":26,"head_links":540,"breadcrumbs":541,"reading_minutes":268,"category":549,"head":552},"2023-11-18T18:45:03",{"rendered":6},"\n\u003Cp>The GDPR (General Data Protection Regulation) made it the website owners’ responsibility to manage how they collect and process users’ data. This, taking into account the fact that an IP address is personally identifiable information, led to the wide adoption of \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fconsent-management-platforms-privacy-compliance\u002F\">consent management platforms\u003C\u002Fa> on websites. \u003C\u002Fp>\n\n\n\n\u003Cp>The DMA (Digital Markets Act), launched in the European Union, builds on user privacy by requiring “gatekeepers” (read: big tech companies, like Google and Meta) to obtain specific consent for the collection and usage of European Citizens’ personal data. For the benefit of UK readers, this regulation also applies to any platforms with customers within the EU whether or not an advertiser is itself based there, so the Act is far reaching. \u003C\u002Fp>\n\n\n\n\u003Cp>The Digital Markets Act will come into full effect in March 2024, having launched recently in September 2023. This means digital platforms providers will need to make some core changes to their products and data processing. Announced in October 2023 was the first 22 gatekeepers, including Google\u002FAlphabet, Amazon, Meta, TikTok’s owner ByteDance and more. \u003C\u002Fp>\n\n\n\n\u003Cp>Gatekeepers are allowed to pass on additional requirements to users of their services to keep them compliant. \u003C\u002Fp>\n\n\n\n\u003Cp>The coming changes are: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Measurement technologies will be required to abide fully by valid user consent \u003C\u002Fli>\n\n\n\n\u003Cli>Platform users who send unconsented data to gatekeepers may face data deletion, advertising account suspensions, platform functionality restrictions, and more. \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>To assist Google Analytics users with the migration and to support Google in its own compliance efforts, it has set a deadline of 6th March 2024 for advertiser compliance to be brought up to spec. This means a basic implementation of Google Consent Mode is now a minimum requirement for advertising on Google beyond this date. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-does-the-digital-markets-act-mean-for-digital-advertising\">\u003Cstrong>What does the Digital Markets Act mean for digital advertising?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Acts like these can evolve slightly as they come into force, however there is already a set of understood impacts and core requirements that responsible advertisers may already be considering or have already actioned. For those who haven’t taken action yet, at the time of publishing this article, there is still time. \u003C\u002Fp>\n\n\n\n\u003Cp>It is now a requirement to complete the following ahead of March 2024: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Ensure that your business has implemented a robust Consent Management Platform (“CMP”) which is correctly controlling all tracking pixels, advertising and web analytics platforms \u003C\u002Fli>\n\n\n\n\u003Cli>Google platform users will need to be utilising Consent Mode across GA4, Google Ads, Floodlight tags, etc) \u003C\u002Fli>\n\n\n\n\u003Cli>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F\">Migrate to Google Analytics 4\u003C\u002Fa> (GA4) to maintain remarketing, audiences and other features \u003C\u002Fli>\n\n\n\n\u003Cli>Update to latest tag code\u002FAPIs\u002FSDKs for Google Ads and DV360 \u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"what-is-google-consent-mode\">\u003Cstrong>What is Google Consent Mode? \u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Google Consent Mode is a method of website operators still capturing conversion signals without compromising on their users’ privacy preferences. It works by sending anonymous ‘signals’ without personal identifiers, to capture events as they happen but without using these to build a picture of an individual user’s activity around a website and across them. \u003C\u002Fp>\n\n\n\n\u003Cp>Consent Mode in GA4 \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fsupport.google.com\u002Fanalytics\u002Fanswer\u002F9445345#\">is required for\u003C\u002Fa>: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Cross Platform reporting\u003C\u002Fli>\n\n\n\n\u003Cli>Remarketing with Google Analytics\u003C\u002Fli>\n\n\n\n\u003Cli>Advertising Reporting Features\u003C\u002Fli>\n\n\n\n\u003Cli>Demographics and Interests\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>By utilising a Consent Management Platform, you will be able to configure consent categories and user acceptance from your customers. When using your website or app, they will be able to select the relevant consents they wish to provide, from a list of toggles or checkboxes before submitting them. Following the relevant consents being given, your ad tech can work normally, usually via an \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002Ftag-management\u002F\">integration with Google Tag Manager\u003C\u002Fa>. If the consent is not given, then instead the anonymous ‘signals’ will be sent instead. \u003C\u002Fp>\n\n\n\n\u003Cp>There are various standards for implementing Consent Mode and a privacy centric commercial Consent Management Platform. If you think you might need to act, please don’t hesitate to \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> with our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fmedia-solutions\u002F\">Solutions team\u003C\u002Fa> – we have experience in supporting our clients with these migrations across every industry vertical. \u003C\u002Fp>\n\n\n\n\u003Cp>Photo by \u003Ca href=\"https:\u002F\u002Funsplash.com\u002Fphotos\u002Fblue-and-white-flags-on-pole-0NRkVddA2fw?utm_content=creditCopyText&utm_medium=referral&utm_source=unsplash\" rel=\"nofollow\">Guillaume Périgois\u003C\u002Fa>\u003C\u002Fp>\n",false,"standard",[10,11],41,40,[],[14,15],108,120,[17,18,19,20,21,22,23,24,25],"post-25850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-measurement","category-ppc",{"page_content_modules":27,"hero":264},[28,214],{"acf_fc_layout":29,"reduced":30,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":30,"title":31,"content":6,"authors":32},"blog_post_content",true,"Consent management, digital advertising, and the Digital Markets Act",[33,157],{"id":34,"path":35,"display_name":36,"job_title":37,"description":38,"avatar_url":39,"acf":40},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":37,"full_bio":41,"specialist_service_links":42,"photo":101},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[43,60,72,82,92],{"page":44,"link_text":48},{"ID":14,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":55,"post_type":56,"post_mime_type":47,"comment_count":57,"filter":58,"url_path":59},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 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10:27:20",24873,"\u002F?page_id=244","\u002Fdigital-experience\u002Fcro\u002F",{"page":83,"link_text":91},{"ID":84,"post_author":45,"post_date":85,"post_date_gmt":85,"post_content":47,"post_title":86,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":87,"to_ping":47,"pinged":47,"post_modified":88,"post_modified_gmt":88,"post_content_filtered":47,"post_parent":55,"guid":89,"menu_order":55,"post_type":56,"post_mime_type":47,"comment_count":57,"filter":58,"url_path":90},374,"2021-01-11 16:25:32","Analytics","analytics","2026-09-25 09:11:08","\u002F?page_id=374","\u002Fanalytics\u002F","Enterprise 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Brace","Director, Head of Solutions","I'm the Director, Head of Solutions at Impression. I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FHarry-Brace2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"full_bio":165,"job_title":161,"specialist_service_links":166,"photo":188},"\u003Cp>Director, Head of Solutions. Joined Impression in November 2017.\u003C\u002Fp>\n\u003Cp>I gained 4 years of experience as a web developer before moving to Impression as a digital account manager in 2017. I moved across to the Analytics department in 2019 and I’ve been strengthening and growing our Analytics offering ever since.\u003C\u002Fp>\n\u003Cp>Day to day, I spend my time debugging and implementing tracking using Google Tag Manager, managing data warehousing platforms and building Looker Studio reports!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding the analytics department over the last couple of years with the help of Aaron and now Alex H.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nFind me socialising, skiing or 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more posts","See all articles","\u002Fblog\u002F",[221,238,250],{"type_key":18,"title":222,"excerpt":223,"to":224,"postedAt":225,"readingTime":226,"image":227,"authors":228,"category":235},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[229,232],{"name":230,"image":231},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":233,"image":234},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":236,"name":237},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":18,"title":239,"excerpt":240,"to":241,"postedAt":242,"readingTime":243,"image":244,"authors":245,"category":249},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. 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Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[246,248],{"name":247,"image":231},"Harry Clements",{"name":233,"image":234},{"to":236,"name":237},{"type_key":18,"title":251,"excerpt":252,"to":253,"postedAt":254,"readingTime":255,"image":256,"authors":257,"category":261},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. 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