Consent Management Platforms for consent mode / Think Measurement - Ready. Set. Grow.

Summary

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Takeaways

• 🙂 Consumers demand more transparency and control over their data, with 81% concerned about data usage but still desiring personalized products.
• 📝 Google Consent Management Platform (CMP) partners help advertisers manage consent in line with data protection laws like GDPR, enhancing user privacy without compromising on marketing effectiveness.
• 💬 AI-powered solutions, including Google's consent mode, address the challenge of balancing privacy with relevant online experiences, fostering customer relationships and driving performance.
• 👥 Consent mode allows companies to mitigate measurement gaps when users decline data sharing, recovering on average 65% of ad-click-to-conversion journeys lost to cookie consent choices.
• 🚀 CMPs are essential for advertisers targeting the European Economic Area (EEA), ensuring compliance with the Google European Union User Consent Policy.
• 📦 Google has introduced two new parameters in consent mode V2, simplifying the process for sending signals required for personalized advertising features.
• 💻 CMPs streamline the consent collection process, from user landing and making choices on CMP banners to communicating consent to Google tags for adjusted behavior.
• 📲 Real-world application: VELUX, a manufacturer, saw a 44% increase in conversions after implementing a cookie consent solution and adopting consent mode, illustrating the tangible benefits of effective consent management.
• 📱 Google's CMP Partner Program has certified 15 partners, ensuring seamless and reliable integration with consent mode and Google Tag Manager for advertisers.
• 📌 Encourages connecting with a CMP to build a privacy-preserving marketing foundation, highlighting the importance of such partnerships in today's digital landscape.

Q & A

What is the main role of Google Consent Management Platform (CMP) partners?

The main role of Google Consent Management Platform partners is to complement advertisers by helping manage consent collection in line with data protection laws and regulations. They are key to unlocking a successful and durable measurement foundation for advertisers.

According to Deloitte's Digital Consumer Trends Survey, what do consumers demand in terms of their data?

According to Deloitte's Digital Consumer Trends Survey, consumers demand more transparency and control over their data. Despite 81% of consumers being concerned about how companies use their data, they still desire to see products tailored to their habits and preferences.

How does Google's consent mode assist companies?

Google's consent mode assists companies by mitigating against measurement gaps when users decline to share their data. It allows organisations to understand overall user conversion trends using data from consenting website visitors, thus helping to maintain customer relationships and drive performance.

What new features were introduced in the upgraded consent mode V2?

The upgraded consent mode V2 introduced two new parameters to make it easier for sending the signals required for personalised advertising features.

On average, how much of the ad-click-to-conversion journeys does consent mode recover?

On average, consent mode recovers 65% of ad-click-to-conversion journeys that are lost due to user cookie consent choices.

What are some functions of consent management solutions like consent banners or notifications?

Consent management solutions like consent banners or notifications inform website users about how and why their personal data may be used, disclose which organisations are asking to use that data, and provide tools for end users to make clear choices regarding their consent.

What led to VELUX experiencing a high opt-out rate, and what was the impact?

VELUX implemented a cookie consent solution in accordance with applicable regulations and provided clear cookie consent choices. However, this led to a high opt-out rate, resulting in less conversion data and an incomplete view of the customer journey.

What strategy did VELUX employ to improve its measurement foundation and conversion rates?

To improve its measurement foundation and conversion rates, VELUX worked with a CMP and implemented consent mode. This approach resulted in a 44% increase in conversions, providing a more complete picture of its performance.

What is the purpose of the Google CMP Partner Program?

The purpose of the Google CMP Partner Program is to help advertisers upgrade their consent solution and integrate with consent mode in a seamless and reliable way. The program involves partnerships with multiple CMPs to facilitate this process.

How many CMP partners had been certified by Google as of January 2024?

As of January 2024, Google had certified 15 CMP partners in the program and vetted their consent mode integrations. Google aims to add more partners to the program.

Outlines

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Keywords

💡Google Consent Management Platform (CMP)

Google Consent Management Platform (CMP) is a technology designed to help advertisers manage user consent in compliance with data protection laws like GDPR. It serves as a bridge between website users and advertisers, ensuring transparency and control over personal data usage. In the script, CMPs are highlighted as essential tools for collecting consent in a way that aligns with legal requirements and user expectations. They enable advertisers to maintain effective marketing strategies while respecting user privacy preferences, particularly in the European Economic Area (EEA) where strict data protection laws are in place.

💡Consent mode

Consent mode is a feature from Google that allows companies to adjust how Google tags operate based on user consent choices. It ensures that when users decline to share their data, companies can still gather insights into user conversion trends using data from those who consent. The script emphasizes consent mode as a solution for mitigating measurement gaps caused by cookie consent choices, recovering a significant portion of ad-click-to-conversion journeys that would otherwise be lost, thereby enabling more informed decision-making.

💡Data privacy

Data privacy concerns the proper handling, processing, and protection of personal information. The script references a survey indicating that a majority of consumers are worried about how companies use their data but still desire personalized experiences. This dichotomy presents a challenge for companies aiming to market effectively while respecting privacy. The script addresses this challenge by discussing tools and strategies, like CMPs and consent mode, that help balance marketing needs with privacy concerns.

💡AI-powered solutions

AI-powered solutions refer to the use of artificial intelligence to enhance marketing strategies and customer interactions. In the script, these solutions are mentioned as aids in meeting the dual demands of privacy and personalization. AI can analyze data patterns and user behaviors to offer customized content and advertisements without compromising individual privacy, exemplifying the technological advancements that are reshaping digital marketing.

💡Measurement foundation

A measurement foundation is a system or framework used by companies to gauge the effectiveness of their marketing strategies and understand consumer behaviors. The script discusses building a durable measurement foundation that incorporates consent management to ensure that data collection and analysis are both effective and compliant with privacy regulations. This foundation is crucial for optimizing marketing efforts and making data-driven decisions.

💡Conversion data

Conversion data pertains to information that tracks how users interact with a website or advertisement, leading to a desired action, such as a purchase. The script illustrates how consent choices impact the collection of conversion data, with examples like VELUX experiencing an opt-out issue that led to incomplete customer journey views. The introduction of consent mode and CMPs helps recover lost conversion data, providing a more comprehensive understanding of user behavior.

💡Google Tag Manager

Google Tag Manager is a tag management system that allows easy updating of tracking codes and related code snippets on a website or mobile app. The script mentions that all certified CMP partners are integrated with Google Tag Manager, highlighting its role in facilitating the smooth implementation of consent mode and ensuring that tracking behaviors adjust based on user consent, thereby aiding in privacy-compliant data collection.

💡ePrivacy Directive and GDPR

The ePrivacy Directive and GDPR (General Data Protection Regulation) are key legislative frameworks in Europe designed to protect personal data and privacy. The script references these regulations in the context of consent management, emphasizing the need for advertisers to comply with these laws when collecting and processing user data. CMPs play a critical role in helping advertisers navigate these regulations by managing user consents efficiently.

💡Opt-out rate

The opt-out rate refers to the percentage of users who choose not to share their personal data for advertising or tracking purposes. High opt-out rates can pose challenges for advertisers by limiting the amount of usable data for improving marketing strategies. The script uses VELUX's experience to show how implementing a CMP and consent mode can mitigate the effects of high opt-out rates, leading to better conversion tracking and insights.

💡Performance measurement

Performance measurement involves evaluating the success of marketing campaigns and strategies through data analysis. The script discusses how the integration of observed and modelled data, facilitated by tools like CMPs and consent mode, enables companies to navigate the privacy landscape more effectively. This approach allows for a more comprehensive performance measurement, aiding in the optimization of future marketing efforts.

Highlights

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Transcripts

Hello, I’m Dennis Gingele,

Strategic Partner Development Manager, Ads & Research in London.

Today I’m going to talk to you about our

Google Consent Management Platform partners or CMPs,

the tech partners that complement advertisers and how they can be the key

to unlocking a successful, durable measurement foundation.

According to Deloitte’s Digital Consumer Trends Survey,

consumers are demanding more transparency and control over their data,

with 81% of consumers concerned with how companies are using their data

but still want to see products tailored to their habits and preferences.

At Google, we see this challenge everywhere:

Companies want to effectively market to people

who want both private and relevant online experiences.

A new generation of AI-powered solutions

are helping brands meet this challenge,

including Google’s consent mode, which is helping to forge

customer relationships and drive performance at many companies across EMEA.

Consent mode helps companies mitigate against measurement gaps

when users decline to share their data.

When site visitors decline to share their data via the homepage cookie banner,

organisations are still able to understand overall user conversions trends

using existing data from consenting website visitors.

We have introduced two new parameters to the upgraded consent mode V2

to make it easier to send the signals required for personalised advertising features.

On average, consent mode recovers 65% of ad-click-to-conversion journeys

lost due to user cookie consent choices -

allowing for more effective decision making.

CMPs are software solutions

that help advertisers to manage consent collection in line

with data protection laws and regulations,

such as the ePrivacy Directive and GDPR in Europe.

Some consent management solutions like the consent banners or notifications

give website users information about how and why their personal data may be used,

and which organisations are asking to use that data

and provide tools to give end users a clear choice about what they're consenting to.

Advertisers who place ads in the European Economic Area (EEA)

and use Google’s services will be subject

to the Google European Union User Consent Policy or EUUCP.

CMPs help manage consent banners and direct the consent management process

which begins when a user lands on your website

and makes a consent choice on a CMP banner.

The CMP then communicates that choice to the Google tag via consent mode,

and the tag adjusts its behaviour accordingly so you can capture

valuable measurement and audience insights while respecting user choices.

As an example, VELUX,

the manufacturing company specialising in roof windows and skylights,

implemented a cookie consent solution in accordance with applicable regulations

and provides users with clear cookie consent choices.

However, it experienced a high opt-out rate,

which led to less conversion data and an incomplete view of the customer journey.

To boost the signal, VELUX evaluated its tech stack,

identifying that it needed to update its measurement foundation to improve the business.

They decided to work with a CMP and implement consent mode.

After adopting consent mode, VELUX saw a 44% increase in conversions.

As a result, it has a more complete picture of its performance,

which will help improve bidding strategies in the future.

This integration of observed and modelled data helped VELUX

better navigate the privacy landscape with more comprehensive performance measurement and optimisation.

Because of their direct role in the deployment of consent banners,

we put in place partnerships with multiple CMPs and launched a Google CMP Partner Program

to help advertisers upgrade their consent solution

and integrate with consent mode, in a seamless and reliable way.

As of January 2024, we’ve certified 15 CMP partners in the program

and have vetted their consent mode integrations; and we’re looking to add more.

All our CMP partners are integrated with Google consent mode and Google Tag Manager.

If you would like to know more about CMPs and how to partner with one,

please visit our website and contact Google’s CMP team.

Connect with a CMP today,

and you are on the right track to building

a privacy-preserving marketing foundation.

Thank you.