In an earlier article, Kaamel explained how important the Digital Markets Act (DMA) by the EU is, especially its impact on digital ads. In this blog, Kaamel will go deeper into handling these changes. Companies using Google ads in the EU need to update their websites or apps soon to follow new rules.
EU Digital Markets Act (DMA)
In September 2023, the EU named six big companies, including Alphabet (Google's parent), Amazon, Apple, TikTok, Meta (Facebook's parent), and Microsoft, as needing to follow DMA rules. They were told to adjust their services within six months to meet DMA requirements. By March 2024, the EU had started fully enforcing DMA to control big tech companies, ensure fair competition, and protect data privacy. Google introduced Google Consent Mode and required advertisers to use a Consent Management Platform (CMP) to get user consent. This affects all EU advertisers, meaning international companies must take steps to comply with Google's new rules.
Major Changes in Google Ads: Google Consent Mode
Google was one of the first to respond to DMA's demands. Advertisers in the EU had until March 6, 2024, to set up Consent Banner and Consent Mode to keep their ads running smoothly on Google. When collecting user info, Google added two consent fields, allowing advertisers to share this data with Google Ads. This ensures users know and agree to how their data is used, making data use more transparent.
How Kaamel Helps with Compliance
Kaamel offers a Cookie Consent solution to help companies meet Google's standards. This includes:
- Scanning and Sorting: Companies are advised to first check and organize all cookies and third-party services on their websites. This helps companies understand what data is collected and used. Then, they should load and categorize the data according to Google's standards, ensuring the data is handled correctly.
- Development and Integration: If a company does not have a Cookie Consent Banner, it needs to create one following GDPR guidelines. Kaamel offers a Cookie Consent Management product to simplify this process.
- Consent Management: When EU users visit, their consent choices are transmitted to Google Ads through Consent Mode, complying with Google's requirements.
Kaamel's solution features:
- A comprehensive scanning tool that can identify and classify all third-party cookies used on the website.
- User consent management solutions tailored to the end-user's region of access, supporting regulations such as the EU's GDPR and the US's CCPA/CPRA.
- Communication with Google Consent Mode to ensure compliance with Google's requirements for advertisers.
- Simple one-line code integration, offering hosted services to help companies easily complete deployment.
The implementation of DMA presents both challenges and opportunities for companies with a global vision. It emphasizes the importance of stricter regulation of the digital market and privacy protection. Companies need to invest more resources to upgrade their data management systems to ensure full compliance. Meanwhile, the implementation of DMA also highlights the importance of cross-border cooperation and compliance, requiring companies to closely follow the development of regulations and cooperate with legal experts to ensure their business models, technical practices, and data processing strategies comply with new regulations.
Kaamel's solution not only helps companies meet these new compliance requirements but also establishes a competitive advantage in privacy trust and compliance in the digital market, laying a solid foundation for the company's long-term development. With Kaamel's guidance and support, companies can move confidently towards a new chapter in digital transformation, achieving sustainable development and market expansion.
