Advertisers who want to show personalized ads to consumers in the European Economic Area (EEA) must take immediate action to prevent campaign performance issues.
Marketers need to send verifiable consent signal(s) to Google as the search engine prepares to step up the enforcement of its EU User Consent Policy (EU UCP).
Why we care. Google cautioned that neglecting these steps promptly could adversely affect campaign performance, impacting both reach and return on investment.
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