Roman Garbar
March 4, 2024
The EU’s Digital Markets Act (DMA) marks a significant development for mobile publishers who monetize or advertise through Google in the European Economic Area (EEA) and the UK. Tenjin has been fully equipped and ready to help publishers with this transition.
What is the Digital Markets Act (DMA)?
The DMA is a legislative proposal by the European Commission aimed at creating fair and competitive digital markets in the European Union. It seeks to establish a set of rules governing the behavior of large online platforms, known as ‘gatekeepers,’ to prevent unfair practices and ensure a level playing field for smaller businesses and innovation.
You can find more information about the DMA directly from the European Commission’s official website: Digital Markets Act – European Commission.
Google has been appointed as one of those gatekeepers. Therefore, as a part of compliance with the new regulation, they require their clients to collect and pass the user consent back to Google. Otherwise, they wouldn’t be able to utilize their products for retargeting, personalized advertising, and attribution. Failure to implement the changes will affect both ad monetization and advertising performance.
Minimize the decrease in your ad monetization on AdMob
As a first step this year, Google required publishers to collect users’ consent via a Google certified Consent Management Platform (CMP) in EEA. Watch this video to learn more about CMPs and the new consent rules. Failure to comply with this requirement will result in decreased ad revenue from Google Admob. Moreover, we urge all users to confirm with their Mediation Partners that they are compliant with Google’s latest consent rules to avoid a drop in ad revenue numbers.
Tenjin users simply need to ensure that they are using the latest Tenjin SDK to automatically collect users’ consent. For apps without a CMP, developers can manually pass the consent data – implementation details. Additionally, publishers now have the option to disable the Tenjin SDK once a user opts out from ‘Store and/or access information on a device (Purpose 1) using a CMP.
Reduce the impact on Google Ads
Advertisers that would like to run ads via Google in EEA, need to pass consent parameters back to Google.
Not meeting this requirement will restrict the ads that Google serves, disabling the ability to deliver personalized ads, and potentially leading to poor advertising performance.
Tenjin users don’t need to take any additional steps to pass the consent to Google. As long as the Tenjin SDK is updated to the latest version, and consent is collected through the CMP, Tenjin will seamlessly and automatically send it back to Google.
Empowering Publishers to Adapt to the DMA changes
In summary, DMA brings significant changes for mobile publishers operating in the EEA, and the UK. Adhering to the new regulations entails collecting and transmitting user consent back to Google, which is crucial for maintaining effective ad monetization and advertising performance.
Tenjin is fully equipped and ready to support publishers through this transition, seamlessly supporting major CMPs and ensuring effortless consent collection through the latest version of the Tenjin SDK.
