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.