Google is rolling out two new features to help you navigate the evolving digital privacy landscape and strengthen first-party data strategies.
Why we care. Despite Google deciding to roll back on its plans to remove third-party cookies, with privacy regulations still in place, first-party data has become crucial. These tools is intended to help you simplify data collection and management while respecting user privacy.
Driving the news. Google announced Tag Diagnostics and a new consent management setup, both designed to streamline first-party data collection and utilization.
Details. The new offerings include:
Tag Diagnostics:
- Provides at-a-glance view of account health.
- Alerts users to potential measurement issues.
- Offers guidance on fixing problemsAvailable in Google Tag Manager, Google Ads, and Google Analytics.
Integrated Consent Management Platform (CMP) setup:
- Streamlines consent banner creation and consent mode implementation.
- Works within Google Ads, Analytics, and Tag Manager interfaces.
- Integrates with several CMP partners, including consent manager, Cookiebot, iubenda, and Usercentrics.
What’s next: Google plans to continue adding new diagnostics capabilities and investing in first-party data solutions as the industry evolves.
Bottom line. As digital advertising faces a privacy-driven shift, Google is positioning itself as a key enabler of first-party data strategies for advertisers.
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About the author
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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