Google has declared what the penalties will be if marketers don’t implement Consent Mode v2 before March 6th 2024.

If the conditions aren’t met, marketers will find themselves like William Blake in The Garden of Love, returning to Google Ads to essentially find “Thou shalt not writ over the door.”

Along with the sacrifice of third-party cookies, Google’s updated Consent Mode is part and parcel with the tech titan’s shifting focus on user privacy. 

Primarily, these changes are happening to comply with evolving data privacy laws, particularly those in the European Union (EU), such as the General Data Protection Regulation (GDPR) and the ePrivacy Directive.

These laws require companies to obtain explicit consent from users before collecting and using their personal data, especially for purposes like advertising.

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