In today's digital world, data protection is a key concern for companies of all sizes. Users are increasingly concerned about how their data is collected, stored and used. Global data protection laws, such as the GDPR that applies in the European Union, require companies to obtain user consent for data collection.
This is where Consent Management Platforms - CMPs for short - come into play, including the new Consent Mode V2 introduced by Google.
What is Consent Management?
In the digital age, data is invaluable. The handling of user data, especially personal information, is subject to strict data protection guidelines. Consent management ensures that website operators obtain the consent of their users for the collection and processing of data - in a way that complies with legal requirements.
A Consent Management Platform (CMP) is the technical solution for this, as it allows companies to act in a legally compliant and transparent manner by giving users control over their data. It enables website users to either consent to or reject different types of cookies, for example via cookie banners.
But consent management is more than just a cookie banner. It's about creating transparency and trust and offering users a positive online experience.
As an agency, we at zweipunkt AG are an official partner of Usercentrics, one of the leading Consent Management Platforms, and support companies in the implementation of Consent Management and Preference Management Platforms from Usercentrics (Cookiebot).
The main functions of a consent management platform include
- Collection of consent: The Consent Management Platform shows users a clear and understandable prompt to agree or decline data collection. The design of this prompt is crucial for the opt-in rate.
- Preference management: Users can view and adjust their preferences at any time, such as which cookies are accepted or rejected. This flexibility is important to gain the trust of users.
- Documentation and verifiability: Companies can record user consent and provide evidence in the event of an audit. This is particularly relevant for compliance audits.
- Automatic forwarding: The user's preferences are forwarded to various systems and platforms so that consent is respected. This ensures that all marketing measures are in line with user preferences.
Consent Management Platform and Google Consent Mode V2: What Swiss website operators need to know!
Until now, it was often not absolutely necessary for website operators in Switzerland to introduce a Consent Management Platform. Many operators were not directly subject to the GDPR or blocked EU traffic in order to avoid the requirements. As a result, data was often collected without the explicit consent of users - a practice that was often legally unobjectionable.
Google Consent Mode V2: the new reality
However, with the introduction of Google Consent Mode V2 in the second quarter of 2024, the situation will change. For more information, please also see our blog post Google Consent Mode v2.
Even Swiss website operators who are not legally obliged to use a Consent Management Platform will be forced to implement such a solution. The reason for this is Google's requirements, which want to ensure that a certain amount of data analysis is possible even without full consent.
Advantages of Google Consent Mode V2
Google Consent Mode V2 makes it crucial for companies to use a consent management platform to continue to ensure accurate measurements of their conversions and return on investment (ROI). The new technology makes it possible to measure the effectiveness of marketing campaigns even if the user's consent has not been fully granted.
This ensures that organisations can understand the performance of their online marketing efforts without breaching data protection regulations.
Market and technology-driven changes
This development shows that regulatory changes such as the GDPR, the California Consumer Privacy Act (CCPA) or the revised Swiss Data Protection Act (nDSG) are incentivising companies to take the issue of consent management seriously.
However, it is often market-driven changes that provide the decisive impetus. In this case, a technology giant like Google is forcing companies to rethink their data practices and implement suitable tools.
Consent management as a competitive advantage
However, well-implemented consent management can be much more than a technical or legal necessity. It offers companies the opportunity to strengthen user trust. The transparent handling of user data can have a significant impact on a brand's reputation and thus represent an important competitive advantage.
Companies that proactively focus on data protection can position themselves as responsible brands and build long-term customer relationships.
To all brand managers: the opt-in rate as a KPI for brand trust
The opt-in rate, i.e. the percentage of users who give their consent to data collection, could be a key indicator of trust in a brand. Brand managers should take this into account and integrate the opt-in rate as a KPI in their brand strategy.
A high opt-in rate can not only indicate user trust, but also increase the effectiveness of marketing campaigns.
Conclusion: The future of consent management
To summarise, implementing a consent management platform and adapting to Google Consent Mode V2 not only fulfils legal requirements, but also represents a strategic decision for user trust and business success.
Companies should therefore view these technologies not only as necessary measures, but also as an opportunity to strengthen their relationship with users and differentiate themselves from the digital competition.
How zweipunkt can support you in realising and implementing a consent management platform
As an official partner of Usercentrics, zweipunkt AG supports your company in the implementation of consent management and preference management platforms from Usercentrics (Cookiebot).
We help you to fulfil the requirements of Google and the expectations of your customers - for transparent and effective data management.
Do you want to tackle the topic of Consent Management Platform? Get in touch with us!
