How Will Google Consent Mode v2 Impact Advertisers in 2024?

Overview In late November 2023, Google held a presentation to discuss upcoming changes to Consent Mode. Consent Mode was released by Google in 2020 as a beta tool to allow advertisers to pass cookie consent responses on websites directly to Google. It was released as a step toward more respectful privacy practices and better compliance with data protection legislation. In the presentation, Google introduced Consent Mode v2, which aims to expand the levels of user consent advertisers can pass to its tools like Google Ads and Google Analytics 4. The extra consent statuses allow Google Ads and Google Analytics 4 to "model" data for users who do not consent to certain cookies, resulting in reduced traffic loss in reporting and better conversion tracking.