In 2024, With the enforcement of the EU’s Digital Markets Act (DMA) and the subsequent rollout of Google Consent Mode v2 (GCMv2), privacy compliance ceased to be just a legal issue. It became a critical dependency for marketing revenue.

For businesses operating in or targeting the European Economic Area (EEA), ignoring GCMv2 is no longer just a compliance risk; it is a direct threat to digital advertising performance, data visibility, and ultimately, return on ad spend (ROAS)