{"id":455,"date":"2024-02-05T14:42:09","date_gmt":"2024-02-05T13:42:09","guid":{"rendered":"https:\/\/stage.usercentrics.com\/?post_type=knowledge&#038;p=32867"},"modified":"2025-06-25T08:34:40","modified_gmt":"2025-06-25T06:34:40","slug":"ecommerce-consent-requirements","status":"publish","type":"knowledge","link":"https:\/\/usercentrics-poc.psapp.dev\/us\/knowledge-hub\/ecommerce-consent-requirements\/","title":{"rendered":"Are ecommerce businesses ready for the new consent requirements?"},"content":{"rendered":"<p>The European ecommerce market is forecasted to reach nearly <a href=\"https:\/\/ecommercedb.com\/insights\/european-ecommerce-market-worth-us-1-1-trillion-by-2026\/3982\" target=\"_blank\" rel=\"noopener\">$750 billion in 2027<\/a>. In 2023, <a href=\"https:\/\/www.upu.int\/UPU\/media\/wwwUpuIntUniversalPostalUnionAboutUpuBodiesConsultativeCommittee\/2023EuropeanEcommerceReportEn.pdf\" target=\"_blank\" rel=\"noopener\">78% of internet users in Europe<\/a> bought goods or services online. With every online shopping search and every completed transaction, customers are creating and sharing personal data that includes, among other things:<\/p>\n<ul>\n<li>site searches<\/li>\n<li>products viewed<\/li>\n<li>time spent on a product page<\/li>\n<li>products added to cart<\/li>\n<li>purchase history<\/li>\n<li>credit card information<\/li>\n<li>email address<\/li>\n<li>product reviews<\/li>\n<\/ul>\n<p>The collection and processing of all this customer data is governed by a number of global data privacy laws, depending on where the customer or store visitor is located. Many privacy laws are extraterritorial, and so protect the people in that law\u2019s jurisdiction whose data is processed, regardless of where the company or other entity doing the processing is located. Online, ecommerce customers can be located anywhere in the world.<\/p>\n<p>Among these laws is the<a href=\"https:\/\/usercentrics-poc.psapp.devdigital-markets-act-dma\/\"> Digital Markets Act (DMA)<\/a>, a regulation enacted by the European Commission (EC) that impacts users in the European Union (EU) and\/or European Economic Area (EEA) and companies that collect data from users in these regions.<\/p>\n<p>We look at how data shapes the ecommerce industry and how online stores can adapt their data privacy strategy to comply with the new consent requirements from DMA gatekeepers such as Google, with insights gathered from our partner network.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-role-of-data-in-the-ecommerce-industry\">The role of data in the ecommerce industry<\/h2>\n\n\n<p>When a consumer visits your online store, the trail they leave behind is rich with information. Which products do they linger on? What are they searching for? Even how they got to the store and their abandoned cart tell a story about product or pricing interest that might not align with their expectations or budget.<\/p>\n<p>Like every other industry, <b>ecommerce is not immune to the rising global focus on data privacy<\/b>. One approach that online shops are adopting in response to data protection regulations and consumer concerns is to rely less on third-party data and instead focus on gathering information from their own customers and website visitors. The data collected from these interactions can be highly valuable.<\/p>\n<p><b>\u201cThe analysis of customer purchase history, browsing behavior, and preferences plays a pivotal role in shaping ecommerce marketing strategies, especially in the context of personalized product recommendations. They can segment their audience based on demographics, interests, and behavior, ensuring that marketing messages reach the right people at the right time. This not only maximizes the efficiency of advertising spend but also enhances the overall relevance of the content.\u201d<\/b><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/sarahasgard\/\" target=\"_blank\" rel=\"noopener\">Sarah \u00c5sg\u00e5rd<\/a>, Web Analyst, Nexer Group<\/p>\n\n<div class=\"uc-notice\">\n    <div class=\"uc-notice__icon\">\n        <svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M10.8177 17.0093H12.8177V11.0093H10.8177V17.0093ZM11.8177 9.00928C12.1011 9.00928 12.3386 8.91344 12.5302 8.72178C12.7219 8.53011 12.8177 8.29261 12.8177 8.00928C12.8177 7.72594 12.7219 7.48844 12.5302 7.29678C12.3386 7.10511 12.1011 7.00928 11.8177 7.00928C11.5344 7.00928 11.2969 7.10511 11.1052 7.29678C10.9136 7.48844 10.8177 7.72594 10.8177 8.00928C10.8177 8.29261 10.9136 8.53011 11.1052 8.72178C11.2969 8.91344 11.5344 9.00928 11.8177 9.00928ZM11.8177 22.0093C10.4344 22.0093 9.13442 21.7468 7.91775 21.2218C6.70108 20.6968 5.64275 19.9843 4.74275 19.0843C3.84275 18.1843 3.13025 17.1259 2.60525 15.9093C2.08025 14.6926 1.81775 13.3926 1.81775 12.0093C1.81775 10.6259 2.08025 9.32594 2.60525 8.10928C3.13025 6.89261 3.84275 5.83428 4.74275 4.93428C5.64275 4.03428 6.70108 3.32178 7.91775 2.79678C9.13442 2.27178 10.4344 2.00928 11.8177 2.00928C13.2011 2.00928 14.5011 2.27178 15.7177 2.79678C16.9344 3.32178 17.9928 4.03428 18.8927 4.93428C19.7927 5.83428 20.5052 6.89261 21.0302 8.10928C21.5552 9.32594 21.8177 10.6259 21.8177 12.0093C21.8177 13.3926 21.5552 14.6926 21.0302 15.9093C20.5052 17.1259 19.7927 18.1843 18.8927 19.0843C17.9928 19.9843 16.9344 20.6968 15.7177 21.2218C14.5011 21.7468 13.2011 22.0093 11.8177 22.0093Z\" fill=\"black\"\/>\n<\/svg>\n    <\/div>\n    <div class=\"uc-notice__content\">\n                <p><a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/five-ways-data-privacy-is-shaping-ecommerce\/\">Learn more about the top 5 ways data privacy is shaping ecommerce.<\/a><\/p>\n            <\/div>\n<\/div>\n\n\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-does-the-digital-markets-act-change-for-the-ecommerce-industry\">What does the Digital Markets Act change for the ecommerce industry?<\/h2>\n\n\n<p>The Digital Markets Act (DMA Law) applies to users located in the European Union and European Economic Area, but its impact is expected to reverberate globally given the transnational nature of the digital economy.<\/p>\n<p>The <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/digital-markets-act-dma-impacts-user-privacy-and-consent-management\/\">DMA law<\/a> is designed to regulate digital \u201cgatekeepers\u201d \u2014 major tech companies that serve as a gateway for businesses to reach consumers via their platforms and services, such as advertising with Google or Amazon\u2019s Marketplace. These gatekeepers meet specific criteria that include having a strong economic position, a significant impact on the international market, and operations in multiple EU countries.<\/p>\n\n<div class=\"uc-notice\">\n    <div class=\"uc-notice__icon\">\n        <svg width=\"24\" height=\"24\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M10.8177 17.0093H12.8177V11.0093H10.8177V17.0093ZM11.8177 9.00928C12.1011 9.00928 12.3386 8.91344 12.5302 8.72178C12.7219 8.53011 12.8177 8.29261 12.8177 8.00928C12.8177 7.72594 12.7219 7.48844 12.5302 7.29678C12.3386 7.10511 12.1011 7.00928 11.8177 7.00928C11.5344 7.00928 11.2969 7.10511 11.1052 7.29678C10.9136 7.48844 10.8177 7.72594 10.8177 8.00928C10.8177 8.29261 10.9136 8.53011 11.1052 8.72178C11.2969 8.91344 11.5344 9.00928 11.8177 9.00928ZM11.8177 22.0093C10.4344 22.0093 9.13442 21.7468 7.91775 21.2218C6.70108 20.6968 5.64275 19.9843 4.74275 19.0843C3.84275 18.1843 3.13025 17.1259 2.60525 15.9093C2.08025 14.6926 1.81775 13.3926 1.81775 12.0093C1.81775 10.6259 2.08025 9.32594 2.60525 8.10928C3.13025 6.89261 3.84275 5.83428 4.74275 4.93428C5.64275 4.03428 6.70108 3.32178 7.91775 2.79678C9.13442 2.27178 10.4344 2.00928 11.8177 2.00928C13.2011 2.00928 14.5011 2.27178 15.7177 2.79678C16.9344 3.32178 17.9928 4.03428 18.8927 4.93428C19.7927 5.83428 20.5052 6.89261 21.0302 8.10928C21.5552 9.32594 21.8177 10.6259 21.8177 12.0093C21.8177 13.3926 21.5552 14.6926 21.0302 15.9093C20.5052 17.1259 19.7927 18.1843 18.8927 19.0843C17.9928 19.9843 16.9344 20.6968 15.7177 21.2218C14.5011 21.7468 13.2011 22.0093 11.8177 22.0093Z\" fill=\"black\"\/>\n<\/svg>\n    <\/div>\n    <div class=\"uc-notice__content\">\n                <p><a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/role-of-gatekeepers-under-digital-markets-act\/\">Who are the DMA\u2019s gatekeepers? Learn what role these tech platforms play in the digital ecosystem<\/a><\/p>\n            <\/div>\n<\/div>\n\n\n\n\n\n<p>Many of the gatekeepers\u2019 core platform services as identified \u2014 and impacted \u2014 by the DMA play a large role in connecting ecommerce brands with their customers.<\/p>\n\n\n\n<p><b>Ecommerce\u2019s most used core platform services (CPS):<\/b><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Social media platforms <\/b>\u2013 TikTok, Instagram, and Facebook, as well as video streaming platform YouTube, where ecommerce brands can advertise<\/li>\n\n\n\n<li><b>Amazon Marketplace<\/b> <b>and<\/b> <b>Meta Marketplace<\/b> \u2013 where online stores can list their products for sale<\/li>\n\n\n\n<li><b>Google Shopping<\/b> \u2013 enables users to search for products and compare prices at different points of sale<\/li>\n\n\n\n<li><b>Google Ads, Amazon Ads, and Meta Ads<\/b> \u2013 brands can set up and manage their digital advertising campaigns<\/li>\n\n\n\n<li><b>Google Search<\/b> \u2013 brands can place sponsored ads<\/li>\n\n\n\n<li><strong>Booking.com <\/strong>\u2013 online travel agency<\/li>\n<\/ul>\n\n\n\n<p>Some of the DMA measures serve as real opportunities for ecommerce businesses to grow. As Sarah \u00c5sg\u00e5rd, Web Analyst for Usercentrics\u2019 partner Nexer Group, says, <i>\u201c&#8230;ecommerce brands can gain more comprehensive insights into the performance of their ads. Access to transparent data enables advertisers to understand key metrics such as click-through rates, conversion rates, and engagement levels more accurately. This, in turn, allows for data-driven decision-making and optimization of ad campaigns.\u201d<\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Stricter data collection and processing guidelines<\/h3>\n\n\n\n<p>One of the key impacts of the DMA on ecommerce businesses is the requirement to obtain explicit user consent for data processing for advertising purposes. Gatekeepers must obtain clear and informed consent from users before collecting and processing their personal data for this purpose, and some, like Google, are already making changes to their policies, which impact non-gatekeeper companies.<\/p>\n\n\n\n<p>This focus on explicit consent means that ecommerce businesses must ensure they have robust consent management processes in place to be able to signal that consent in order to continue to access core platform services.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Changes in user profiling practices<\/h3>\n\n\n\n<p>The DMA imposes tighter restrictions on user profiling in advertising. Gatekeepers and advertisers are prohibited from combining user data from different platforms or services to create user profiles unless the end user has given specific, informed consent for this purpose. This limitation means that ecommerce businesses need to shift towards privacy-focused practices, potentially moving away from highly targeted personalized ads.<\/p>\n\n\n\n<p>\u00c5sg\u00e5rd explains how these restrictions will be felt by ecommerce businesses: <i>\u201cCombining data from various sources allows ecommerce brands to create more comprehensive and accurate customer profiles. Restrictions on this practice may lead to less precise targeting, making it harder to reach the right audience with personalized content and recommendations. Without a holistic view of customer behavior and preferences, ecommerce brands may struggle to tailor their advertising efforts effectively, potentially resulting in less relevant ad content for users.\u201d<\/i><\/p>\n\n\n\n<p>Possible solutions include investing in <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/zero-first-and-third-party-data\/\">zero-party and first-party data collection<\/a> via their own platforms, such as websites or mobile apps, and using techniques like contextual advertising that relies on the content of the web page instead of individual user profiles.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">More transparent access to data<\/h3>\n\n\n\n<p>With transparent data about marketing performance, ecommerce brands can refine and optimize their targeting strategies. Independent verification of ad performance fosters a sense of accountability and transparency between advertisers and the platform. \u00c5sg\u00e5rd explains why: <i>\u201c&#8230;ecommerce brands can trust the accuracy of the data provided, ensuring that their advertising investments are yielding the expected results. This increased transparency can strengthen the overall trust between advertisers and platform providers.\u201d<\/i><\/p>\n\n\n\n<p><a href=\"https:\/\/www.linkedin.com\/in\/webbhilda\/overlay\/about-this-profile\/\" target=\"_blank\" rel=\"noopener\">Hilda Ahlqvist<\/a>, Digital Analytics Specialist at Nexer Group, adds: <i>\u201cAdvertisers can allocate their budgets more strategically based on verified performance data. With a deeper understanding of which channels and campaigns drive the best results, ecommerce brands can distribute their advertising budgets more efficiently to maximize ROI.\u201d<\/i><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Non-discrimination and fair competition<\/h3>\n\n\n\n<p>Under the DMA, gatekeepers\u2019 online marketplaces, like Amazon Marketplace and Google Shopping, are required to treat all advertisers equally. This means they cannot prioritize their own services or products in search rankings or ad placements. The aim is to create a more competitive online advertising ecosystem where businesses with smaller budgets have equal opportunities to compete.<\/p>\n\n\n\n<p>Ahlqvist provides some tips on how ecommerce businesses can take this opportunity to stand out: <i>\u201cEnsure that your online store and product listings are optimized for mobile users, considering that many customers shop on mobile devices. Implement a responsive design and utilize a mobile-friendly banner to communicate important information. A seamless and user-friendly mobile experience can positively impact your brand&#8217;s visibility and conversion rates, enhancing the overall customer journey.\u201d<\/i><\/p>\n\n\n\n<p><b>The DMA also prohibits gatekeepers from using data collected from business users and their customers when they are competing with those same businesses. <\/b>This could include a wide variety of data, such as web analytics, search terms, social media engagement, and purchase trends. There is an exception for data that is publicly available, since the gatekeepers don&#8217;t acquire this data from the businesses&#8217; use of their platforms.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Interoperability between platforms<\/h3>\n\n\n\n<p>The DMA mandates that gatekeepers allow third parties to inter-operate with their services, enabling users to switch between different platforms. Data portability is also an increasingly common right that consumers have under international privacy laws.<\/p>\n\n\n\n<p><b>Smaller, independent marketplaces are perfectly placed to make the most of this DMA requirement.<\/b> They have the opportunity to integrate with core platform service marketplaces such as the ones by Amazon and Meta, opening the door to a wider target audience, improved user experience, and potentially higher conversions.<\/p>\n\n\n\n<p>This opportunity also comes with some challenges. Smaller ecommerce brands and marketplaces will need to navigate technical, commercial, and regulatory challenges when integrating with larger platforms, which could lead to increased costs for implementation and maintenance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-google-s-new-consent-requirements\">Google\u2019s new consent requirements<\/h2>\n\n\n\n<p>As one of the seven gatekeepers under the DMA, <a href=\"https:\/\/blog.google\/around-the-globe\/google-europe\/an-update-on-our-preparations-for-the-dma\/\" target=\"_blank\" rel=\"noopener\">Google has been preparing<\/a> for the new rules to come into force in March 2024, and <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/google-eu-user-consent-policy\/\">adjusting their EU user consent policy<\/a> accordingly.<\/p>\n\n\n\n<p>For its publisher products, Google has announced that companies using Google AdSense, Ad Manager or AdMob must use a <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/google-cmp-partner-program-usercentrics\/\">Google-certified consent management platform (CMP)<\/a> to serve ads to users in the EU, EEA and the United Kingdom from January 16, 2024 on (with enforcement starting on February 1, 2024). This enables brands to collect explicit consent under the requirements of the <a href=\"https:\/\/usercentrics-poc.psapp.devgdpr\/\">General Data Protection Regulation (GDPR)<\/a>, which aligns with the DMA\u2019s consent requirements.<\/p>\n\n\n\n<p>With the aim of combining data protection and marketers\u2019 (advertisers) interests, Google <a href=\"https:\/\/support.google.com\/analytics\/answer\/9976101?hl=en\" target=\"_blank\" rel=\"noopener\">has also announced<\/a> that use of <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/google-consent-mode\/\">Google Consent Mode v2<\/a> will be mandatory from March 2024 for all websites using Google Analytics (including GA4), Google Ads (Google Ads Conversion Tracking and Remarketing), Floodlight and Conversion Linker. Their <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/googles-march-deadline-for-consent-mode-and-ads-privacy-compliance\/\">latest help article<\/a> came to reinforce this deadline.<\/p>\n\n\n\n<p>In other words, the best way to keep promoting your online store and products when using the Google services mentioned above is to <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/google-consent-mode-v2-integration\/\">combine a certified consent management platform like Usercentrics with Consent Mode v2<\/a>.<\/p>\n\n\n\n<p>With valid consent collection from website users and customers, you can continue to optimize opt-ins, measure conversions and retrieve analytics insights with Google Consent Mode, while achieving and maintaining GDPR compliance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-how-ecommerce-businesses-can-use-consented-data-to-create-better-customer-experiences\">How ecommerce businesses can use consented data to create better customer experiences<\/h2>\n\n\n<p>Conveniently, the same tools that enable ecommerce companies to achieve data privacy compliance and continue monetizing with Google services also enable them to provide users with great customer experiences when requesting access to personal data.<\/p>\n<h3>Implement a Google-certified consent management platform (CMP)<\/h3>\n<p>Implementing a consent management platform like <a href=\"https:\/\/usercentrics-poc.psapp.devwebsite-consent-management\/\">Usercentrics CMP<\/a> or <a href=\"https:\/\/www.cookiebot.com\/en\/cookie-consent-solution\/\" target=\"_blank\" rel=\"noopener\">Cookiebot consent management platform<\/a> (CMP) can streamline the process of obtaining consent from your shoppers. Both Usercentrics CMP and Cookiebot CMP also support <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/usercentrics-supports-google-consent-mode\/\">Google Consent Mode<\/a> and are <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/google-cmp-partner-program-usercentrics\/\">Google-certified CMPs<\/a>, enabling you to display ads to users in compliance with data privacy laws.<\/p>\n<p><b>\u201cUsercentrics&#8217; integrations are simple plug-and-play solutions that enable our mutual customers to comply with global privacy laws and data protection regulations. It builds user trust by creating a transparent user experience with clear information.\u201d<\/b><\/p>\n<p>&#8211; Mandy Engel, Technology Partner Manager &#8211; Acquisition Specialist, Shopware<\/p>\n<p>Usercentrics\u2019 consent management platforms are designed to integrate smoothly with ecommerce platforms such as<a href=\"https:\/\/usercentrics-poc.psapp.devpress\/usercentrics-launches-shopify-integration\/\"> Shopify<\/a>,<a href=\"https:\/\/usercentrics-poc.psapp.devpress\/shopware-usercentrics-consent-management-partner\/\"> Shopware<\/a>, PrestaShop and BigCommerce, as well as Stripe for payment processing.<\/p>\n<\/p>\n<p><a href=\"https:\/\/usercentrics-poc.psapp.devin-app-sdk\/\">Usercentrics App CMP<\/a> also provides full support for apps developed on iOS, Android, React, and Flutter, ensuring that you can also obtain valid consent across your online shopping apps.<\/p>\n<h3>Strategies to optimize consent rates<\/h3>\n<p>Enhance your consent rates by making the process transparent and user-friendly, fostering trust and willingness among customers to share their data.<\/p>\n<p><b>Demonstrate clear value:<\/b> Clearly communicate how customer data will be used, users\u2019 options for providing or changing consent preferences, and the benefits of sharing their data. By illustrating how data sharing can lead to personalized shopping recommendations or exclusive discount offers, customers may feel more inclined to consent.<\/p>\n<p><b>Simplify the consent process:<\/b> Making it easy for customers to give consent can lead to higher consent rates. Aim for consent tools and user interfaces that are straightforward and user-friendly, including clear and concise opt-in forms or cookie consent banners written in straightforward language, are designed to avoid any <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/dark-patterns-and-how-they-affect-consent\/\">manipulative design techniques<\/a>.<\/p>\n<p><b>Build trust: <\/b>Employing design principles that present users with genuine choice to opt in demonstrates respect for customer privacy. Customers, in turn, feel their data is valued and treated with respect, not just used as a tool for aggressive marketing.<\/p>\n<p>For more in-depth tips on how to boost opt-ins and consent rates on websites and apps to get the high quality data you need for your marketing strategy, check out our white paper: <a href=\"https:\/\/usercentrics-poc.psapp.devresources\/opt-in-optimization\/\">Optimizing consent data and user trust<\/a>.<\/p>\n<h3>Using consented data for pay-per-click (PPC) advertising<\/h3>\n<p>Ecommerce businesses can leverage consented data to enhance customer experiences and optimize their PPC advertising strategies. Using tools like <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10000067?hl=en\" target=\"_blank\" rel=\"noopener\">Google Consent Mode in Google Ads<\/a>, businesses can comply with regulations while still accessing valuable insights for campaign optimization.<\/p>\n<p>Conversion modeling, audience building, and performance tracking are all key components that, when used effectively, maximize results and optimize ad spend in a privacy-conscious advertising landscape.<\/p>\n<h4>Conversion modeling with Google Ads<\/h4>\n<ul>\n<li><b>Consented data for modeling:<\/b> With <a href=\"https:\/\/support.google.com\/google-ads\/answer\/12443859?hl=en-AU&amp;sjid=1308837036956437035-EU\" target=\"_blank\" rel=\"noopener\">conversion modeling in Google Ads<\/a>, ecommerce businesses can fill in the measurement gaps when users do not consent to cookies. The system uses Google AI to assess attribution paths for unconsented journeys, using observable data and historical trends.<\/li>\n<li><b>Optimizing bidding:<\/b> <a href=\"https:\/\/support.google.com\/google-ads\/answer\/10081327?hl=en&amp;sjid=1308837036956437035-EU\" target=\"_blank\" rel=\"noopener\">Modeled conversions<\/a> are integrated into Google Ads reports, impacting bid strategies such as Target CPA or Target ROAS. Businesses can optimize campaigns based on a more complete view of conversion data.<\/li>\n<\/ul>\n<h4>Creating remarketing lists<\/h4>\n<ul>\n<li><b>Audience exclusions: <\/b>While cookieless pings cannot be used to create remarketing lists, consented data allows for the formation of these lists. This helps in targeting users who have shown interest in certain products or services.<\/li>\n<li><b>GA4 audiences:<\/b> <a href=\"https:\/\/usercentrics-poc.psapp.devknowledge-hub\/google-analytics-and-gdpr-compliance-rulings\/\">Google Analytics 4<\/a> allows ecommerce businesses to create audiences based on consented user interactions (using the <a href=\"https:\/\/support.google.com\/google-ads\/answer\/13315615?hl=en&amp;sjid=1308837036956437035-EU\" target=\"_blank\" rel=\"noopener\">GA4 audience builder<\/a> tool). These audiences can be used for targeted advertising within Google Ads.<\/li>\n<\/ul>\n<h4>Optimizing ad spend with Consent Mode<\/h4>\n<ul>\n<li><b>Advanced Consent Mode implementation:<\/b> By choosing advanced implementation, tags send cookieless pings when consent is declined, enabling Google to provide modeled data for GA4 properties. This helps in retaining insights for optimization despite the lack of consent. Combining it with Usercentrics CMP\u2019s <a href=\"https:\/\/usercentrics-poc.psapp.devanalytic-insights\/\">Analytics Dashboard<\/a> and A\/B Testing feature will get you even more insights to optimize user consent for data collection.<\/li>\n<li><b>Impact on performance:<\/b> The use of consented data and conversion modeling may impact the performance reported in Google Ads. However, these models aim to minimize over-prediction, ensuring that ad spend is optimized based on the most accurate data available.<\/li>\n<\/ul>\n<h4>Best practices for ecommerce PPC with Consent Mode<\/h4>\n<ol>\n<li><b>Implement Consent Mode:<\/b> Ensure that tags are loaded and send cookieless pings when consent is denied. This enables behavioral and conversion modeling to fill data gaps.<\/li>\n<li><b>Consent Management Platform (CMP): <\/b>Integrate Consent Mode with a CMP like Usercentrics CMP for <a href=\"https:\/\/usercentrics-poc.psapp.devwebsite-consent-management\/\">web<\/a> or <a href=\"https:\/\/usercentrics-poc.psapp.devin-app-sdk\/\">mobile apps<\/a> for efficient management of user consents across marketing channels.<\/li>\n<li><b>Monitor and adapt:<\/b> Regularly test, validate, and update your Consent Mode implementation to align with evolving privacy regulations and Google\u2019s documentation.<\/li>\n<\/ol>\n<h4>Monitoring campaign performance<\/h4>\n<ul>\n<li><b>Reporting and bidding implications:<\/b> The consent modeling data will appear in the \u201cConversions\u201d and \u201cConversion value\u201d columns in Google Ads, affecting all reports that use these metrics. This integration aids in informed decision-making for ad spend adjustments.<\/li>\n<li><b>Performance maximization:<\/b> Ecommerce businesses should revisit their bidding strategies after the launch of conversion modeling to ensure optimized performance and ROI.<\/li>\n<\/ul>\n<h3>Stay updated on regulatory developments and gatekeeper requirements<\/h3>\n<p>Gatekeepers are required to comply with the Digital Markets Act\u2019s requirements by March 6, 2024. As the date comes nearer, other gatekeepers may require businesses that use their platforms to make certain changes to align with the DMA or future laws.<\/p>\n<p>The European Commission may also designate additional large tech companies as gatekeepers, and additional offerings as core platforms services.<\/p>\n<p>Google could also implement further future adjustments to their EU user consent policy or the existing privacy requirements we\u2019ve described above.<\/p>\n<p>A good way to stay up to date is to receive relevant updates by <a href=\"https:\/\/usercentrics-poc.psapp.deviframe-page-newsletter\/?iframe=true\">subscribing to our newsletter<\/a> to get the latest privacy news straight to your inbox.<\/p>\n<h3>Seek expert advice<\/h3>\n<p>Whether you need to help with technology implementation, data management processes, setting up compliant analytics or assessing your legal compliance, a good place to start is our <a href=\"https:\/\/usercentrics-poc.psapp.devpartner-network\/?mp_services=legal-advisory&amp;sort_by=tier\">global partner network directory<\/a>.<\/p>\n\n<div id=\"uc-cta_69eb955d51358\" class=\"uc-cta uc-cta--button uc-cta--size-full uc-cta--primary uc-ctx--blue\">\n    <div class=\"uc-cta__inner container\">\n        <div class=\"uc-cta__content\">\n                                        <div class=\"uc-cta__heading no-default-margin\">Get compliant consent with DMA gatekeepers\u2019 requirements, like Google\u2019s<\/div>\n                                        <div class=\"uc-cta__description\">\n                    <p>Sign up for a 14-day free trial for GDPR and ePrivacy-compliant user consent collection and signaling.<\/p>\n                <\/div>\n                                                                    <\/div>\n                            <div class=\"uc-cta__section\">\n                                        <a id=\"ce4cf80a-6801-4e8d-8fb3-028d2d4d4915\" class=\"uc-button uc-button-size-m uc-button-contained  no-default-link-decoration\" href=\"https:\/\/usercentrics-poc.psapp.devfree-trial\/\" target=\"\"><span>Start free trial<\/span><\/a>                                    <\/div>\n            <\/div>\n<\/div>\n    <script type=\"module\">\n        new Uc_Cta(document.getElementById(\"uc-cta_69eb955d51358\"));\n    <\/script>\n","protected":false},"excerpt":{"rendered":"<p>The ecommerce privacy world is shifting, and understanding the new consent requirements is crucial for online retailers. Let&#8217;s explore the impact of the new rules of the game on digital advertising and the strategies retailers must adopt to comply while still thriving in a competitive market.<\/p>\n","protected":false},"featured_media":2216,"template":"","meta":{"_acf_changed":false,"editor_notices":[],"footnotes":""},"tags":[44],"magazine_issue":[],"magazine_tag":[],"resource_tag":[14,8,63,13],"class_list":["post-455","knowledge","type-knowledge","status-publish","has-post-thumbnail","hentry","tag-dma","resource_tag-privacy","resource_tag-google-consent-mode","resource_tag-legal-news","resource_tag-regulations"],"acf":[],"yoast_head":"<title>Ecommerce: How to Adapt to New Consent Requirements?<\/title>\n<meta name=\"description\" content=\"Learn how the Digital Markets Act and privacy requirements from gatekeepers such as Google are reshaping the online marketplace and ecommerce ad strategies.\" \/>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ecommerce: How to Adapt to New Consent Requirements?\" \/>\n<meta property=\"og:description\" content=\"Learn how the Digital Markets Act and privacy requirements from gatekeepers such as Google are reshaping the online marketplace and ecommerce ad strategies.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/usercentrics-poc.psapp.dev\/us\/knowledge-hub\/ecommerce-consent-requirements\/\" \/>\n<meta property=\"og:site_name\" content=\"Usercentrics - 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