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. Although Google has decided to reverse its plans to remove third-party cookies, with privacy rules still in effect, first-party data has become crucial. These tools are 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 the collection and use of first-party data.
Details. New offerings include:
Tag diagnostics:
- Provides an overview of account status.
- Alerts users to potential measurement issues.
- Offers advice on how to resolve problems. Available in Google Tag Manager, Google Ads and Google Analytics.
Configuring the Integrated Consent Management Platform (CMP):
- Streamlines the creation of consent banners and implementation of consent mode.
- Works in Google Ads, Analytics and Tag Manager interfaces.
- Integrates with multiple CMP partners including Consent Manager, Cookiebot, iubenda, and Usercentrics.
What’s next: Google plans to continue adding new diagnostic capabilities and investing in proprietary data solutions as the industry evolves.
Bottom line. As digital advertising faces a privacy-driven evolution, Google is positioning itself as a key player in first-party data strategies for advertisers.
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About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing departments through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.