Question: A marketer advertises in many markets around the world, including Germany and France. They've started running YouTube and Search campaigns with Google and they measure online conversions. How does this advertiser ensure that their Google tag respects the remarketing preferences of their users in the European Economic Area (EEA)?
- Ensure they implement a strict consent banner on their website to capture user consent choices.
- Ensure that there's a consent banner present on every page.
- Ensure they work with a Google certified consent management platform (CMP).
- Ensure ad_personalization parameter (as well as ad_storage and ad_user_data) is in consent mode setup.
Explanation
Consent mode lets the Google tag adjust behavior based on user consent choices. ad_personalization controls whether data can be used for personalized advertising, including remarketing. ad_storage controls advertising cookie storage, while ad_user_data controls sending user data to Google for advertising purposes. These consent signals help Google tags respect EEA user preferences for ads measurement and personalization.
Why the other options are incorrect
Google-certified consent management platform can help collect consent, but it does not replace configuring the required consent signals.
Strict consent banner captures choices, but it does not ensure the Google tag receives the required consent parameters.
Consent banner on every page shows a notice, but page presence alone does not configure consent mode.
Source for verification
https://support.google.com/google-ads/answer/13802165
https://support.google.com/tagmanager/answer/10718549
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Google Ads - Measurement Certification" page.