The Digital Markets Act (DMA) imposes obligations on large gatekeepers, including rules on combining personal data across services. In practice, for European advertisers, this has materialised as additional consent requirements on platforms, such as Consent Mode v2 signals for users in the European Economic Area. Measuring and remarketing without these signals becomes limited.
The essentials in a definition
The DMA and Consent Mode v2 define, for European advertisers, how consent conditions data combination and use of data in ads. They rest on the Digital Markets Act, the Consent Mode documentation and GA4 configuration.
What changed
The DMA requires gatekeepers to obtain adequate consent before combining personal data across services for personalised advertising. Ad platforms began requiring advertisers to communicate the consent state of EEA users through additional signals in Consent Mode (version 2), namely about user data for ads and personalisation. Consult the official documentation for current requirements.
Without these signals, features such as remarketing and audience lists may become limited.
Implementing Consent Mode v2
Use a compatible consent-management platform and set the default state to denied for the EEA. Ensure the user’s choices (ads, ad data, personalisation, analytics) reach Google tags and GA4. Test all scenarios: accept, decline and change choice. Document the configuration and provider.
Also check other ad platforms, which may have requirements of their own.
From regulatory requirement to correct consent signal
- Understand the requirement per platform
- Configure consent and signals
- Test all scenarios
- Measure impact and audit
Impact on measurement and remarketing
With refusal, direct measurement falls and remarketing audiences get smaller. Modelling can narrow the gap under certain conditions, but does not eliminate it. Track consent rate, observed and modelled conversions, and compare with the database. Adjust expectations and targets accordingly.
Consider strengthening lawful first-party data and context as an alternative.
Without correct consent signals, personalisation and measurement stop working as before.
Maintaining compliance
Consent must be free, informed and easy to give and to withdraw. Avoid manipulative design patterns. Review the configuration after changes to the banner, site or tags, and follow regulatory updates. This content is informational and does not replace legal advice.
Run quarterly audits.
Decision table
| Element | Practical requirement | Consequence of failing |
|---|---|---|
| Consent signals | Communicated to tags in the EEA | Limited ad features |
| Default state | Denied until choice | Tags firing without permission |
| Banner | Clear, balanced, easy to withdraw | Invalid consent |
| Measurement | Observed and modelled | Wrong interpretation of drops |
Common mistakes to avoid
- Implementing without testing. Common errors invalidate consent.
- Manipulative banners. They remove consent’s validity.
- Comparing periods without context. The fall in observable data looks like a loss of sales.
How to measure the result
Track consent rate, signals sent, observed and modelled conversions and audience size.
Limits and exceptions
Requirements change and vary between platforms and countries, and this content is not legal advice. Modelling is an estimate. Consult official documentation and a professional when necessary.
Illustrative example
Illustrative example: a European store updates its consent platform to communicate the required signals, tests the scenarios and tracks for two months consent rate and observed and modelled conversions. It readjusts targets and strengthens direct contact with customers who consented.
Frequently asked questions
Is Consent Mode v2 mandatory?
Platforms require the signals for certain features in the EEA; consult current requirements.
Can I keep doing remarketing?
With adequate consent and correct signals; without them it is limited.
Does modelling make up for the loss?
In part, under conditions; it does not replace real data.
Does this affect only Google?
Other platforms have requirements of their own; check each.
How do I improve consent lawfully?
With a clear, honest banner that explains the benefit, without pressure.
For European advertisers, implement consent with the required signals, test all scenarios, interpret measurement with modelling and adjust expectations and targets.
Sources and recommended reading
Last editorial review: October 2026. Informational content; always confirm current conditions in the official sources before deciding.