Important Google Ads changes in 2024

Since January 2024, there have been important changes for publishers and developers who use Google Ads. In particular, these changes affect the placement of ads for users in the European Union (EU), the European Economic Area (EEA) and the United Kingdom (UK). In order to continue to serve ads in these regions, they must use a special consent platform approved by Google.

What does that mean in concrete terms? Let's take a closer look:


From now on, companies must obtain explicit consent from users before they can use their data for personalized advertising. Previously, it was possible to rely on "legitimate interest", but this is no longer permitted as a result of this change. This means that companies now need clear and unambiguous declarations of consent from users.


The information that companies make available to users must now be easy to understand. This means that complicated legal wording should be avoided. Instead, companies must provide clear and user-friendly information so that advertising users can understand what they are consenting to.


Companies must also indicate how many providers they are working with to place ads. This information must be visible on the first level of the consent platform. This should help users to better understand which companies have access to their data.

Easy access

Users must be able to easily access the consent platform at any time to manage or withdraw their consent. This means that companies must ensure that the setting is easily accessible and user-friendly.

These changes were introduced by Google to improve transparency and control over user data. They are in line with the Transparency and Consent Framework (TCF) of the Interactive Advertising Bureau (IAB), which aims to establish clear guidelines for the use of user data in the advertising industry.

What does this mean for your company?

Firstly, if you want to run Google ads, you need to make sure you are using an approved consent platform. Google has published a list of platforms that meet their requirements. You should make sure that your current platform or the one you choose is on this list. Secondly, you need to make sure that your cookie notice on your website complies with the new requirements. It should be clear and understandable and allow users to manage their consent.

Thirdly, you need to ensure that you are transparent about the number of providers you work with and give users easy access to the consent platform.

If you have any questions or need help implementing these changes, we are at your disposal. Our experts can help you update your consent platform and ensure that you meet the new requirements.

Important Google Ads changes in 2024


Since January 2024, there have been important changes for publishers and developers who use Google Ads.