SEO News

Google tightens EU consent rules for Customer Match ads

Google Ads is updating its EU user consent policy, affecting advertisers using Customer Match lists for ad personalization in the European Economic Area (EEA).

The big picture. This change aligns with increasing privacy regulations in Europe and Google’s efforts to ensure compliance.

Why it matters. Advertisers must now explicitly pass granted consent signals to Google to continue using Customer Match for personalized advertising in the EEA.

Why we care. This update puts more responsibility on advertisers to collect and transmit user consent, potentially impacting campaign reach and effectiveness.

How it works. Advertisers have four options to pass consent signals:

  • Google Ads API
  • Partner and Audience Partner API
  • Manual input in Audience Manager (Google Ads UI)
  • Conversion-based Customer lists (requires Consent Mode enabled)

    First seen. This update was first seen on Thomas Eccel’s X post:

    Screenshot 2024 06 24 At 19.05.21

    What’s next. Advertisers targeting EEA users need to implement one of these consent signal methods to maintain their Customer Match capabilities.

    Bottom line. Failing to adapt to these new consent requirements could result in limited ad personalization options for EEA audiences.

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About the author

Anu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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