The clock is ticking for digital marketers as Google enforces penalties for non-compliance with its updated Consent Mode v2 system. Designed to enhance user privacy, this mandatory upgrade could significantly impact affiliate partnerships and campaign strategies. Let’s break down the key details and answer the questions every Affiliate Manager and Affiliate needs to know…
What is Consent Mode v2?
Think of it as a gatekeeper for user consent data. Websites serving ads or tracking user behaviour in the European Economic Area (EEA) must implement this system by March 6th, 2024, to ensure they respect visitor preferences and comply with regulations like the the General Data Protection Regulation (GDPR). It works by sending signals to Google Ads and Analytics about a user’s consent choices (e.g., accept, reject, or limited cookies).
What does this mean for Affiliate Managers?
- Limited Data: Without Consent Mode v2, Affiliate Managers lose access to valuable data for campaign optimisation and performance measurement. This can affect insights into audience segments, conversions, and overall attribution accuracy.
- Compliance Risk: Ignoring the deadline puts affiliate programs at risk of violating data privacy regulations, potentially leading to fines and reputational damage.
- Partner Selection: Choosing Affiliates who haven’t implemented Consent Mode v2 becomes riskier, impacting campaign effectiveness and compliance.
What does this mean for Affiliates?
- Targeting Challenges: Targeting specific audience segments based on consent preferences might become less precise, impacting campaign effectiveness.
- Attribution Issues: Measuring conversions accurately becomes trickier due to limited data access, making it harder to demonstrate campaign value.
- Technology Updates: Affiliates must ensure their technology platforms and tracking methods are compatible with Consent Mode v2 to avoid data disruptions.
The Deadline Looms: March 6th, 2024
This is a requirement. With less than a month left, Affiliate Managers and Affiliates should prioritise the following:
For Affiliate Managers:
- Communicate Clearly: Inform all affiliated partners about the Consent Mode v2 deadline and its implications.
- Verify Compliance: Check if your affiliates have implemented the system and ensure they understand its functionalities.
- Explore Alternative Solutions: Consider privacy-focused measurement tools and attribution models to navigate data limitations.
For Affiliates:
- Implement Consent Mode v2: Prioritise integrating the system with your website and advertising platforms.
- Communicate Transparency: Inform Affiliate Managers about your compliance status and data collection practices.
- Explore Privacy-Centric Strategies: Adapt your campaigns to respect user privacy preferences and consider contextual targeting options.
Staying Up-to-Date:
- Google Developers Blog
- Interactive Help Center
- Industry Publications: Follow relevant blogs and websites specialising in digital marketing and affiliate marketing.
The Takeaway:
Consent Mode v2 is not just a technical update; it’s a shift towards a privacy-focused digital landscape. Affiliate managers and affiliates who adapt proactively can navigate these changes effectively and maintain successful partnerships while prioritising user privacy. Remember, the deadline is March 6th, 2024.
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