The launch of Google Consent Mode v2 signifies a major step in Google’s attempts to balance the needs of advertisers to collect user data with the rights of users to maintain their privacy. Unveiled in late November 2023, Google Consent Mode V2 is an evolved version of its predecessor and comes with a number of key new features. In this article, we’re going to explore this new incarnation, its implications for server-side tracking, its correlation with the Digital Markets Act, and the role that cookie banners play in compliance.
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