Digital Markets Act (DMA) Consent for Ad Platforms
This page describes how to provide DMA consent to ad platforms via Census.
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This page describes how to provide DMA consent to ad platforms via Census.
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If you are using Census to send audiences or conversion events to Google Ads, Google DV360, or Amazon Ads DSP, you’ll need to take the actions described on this page before March 2024 to avoid audience targeting from being affected.
As you may be aware, many of the large advertising services are in the process of supporting the EU’s (DMA). Census now supports syncing DMA-related properties to the following destinations:
(Audiences, Conversions)
(Conversion Events)
(Customer Match Audiences)
(Audiences)
Google and Amazon have taken different approaches to supporting DMA metadata for their networks. Google asks you to provide consent information on a per-user basis, whereas Amazon requires you to indicate which region a particular audience’s data has been collected in to determine if the DMA applies. Below, we describe how to provide this information via Census.
When sending Audiences or Conversions to (using our traditional sync experience) you will now see two optional fields: Consent for ad personalization and Consent for ad user data. You must provide both of these to assert the user data you are sending was collected in accordance with .
There are two ways to populate these fields in Census:
Create two columns in your underlying data model to specify the appropriate values on a per-record basis
Use the “Constant Value” feature in Census’s field mapper to provide the same value for all records in the audience (warning: only do this if you’re confident the same value will always apply to all members of your audience)
Go to the “Datasets” tab in Census.
Click on the “Person” dataset powering your one-click syncs. Hint: the numbers shown below are the total count of segments and syncs, respectively, using the entity.
Click “Save Entity” in the top right to save your changes.
Repeat this process for any additional “Person” entities powering one-click syncs.
That’s it! We’ll automatically ensure these fields get passed along to Google Ads.
When syncing to Amazon Ads DSP Audiences with Census, you can now provide the list of countries where the included users’ data was collected. This list will be used whenever Census creates a new audience (it will not modify existing audiences).
Google accepts the following values for both fields: UNKNOWN, UNSPECIFIED, GRANTED, DENIED. For more info, see .
If you’re sending audiences to Google Ads using our experience, you’ll only need to provide consent status once for each underlying “person” entity.
Add two additional mappings—1) Google Ads Consent for Ad Personalization and 2) Google Ads Consent for Ad User Data—and select the relevant fields in your source data. Acceptable values for these fields are: UNKNOWN, UNSPECIFIED, GRANTED, or DENIED (see for more context).
The process for providing DMA metadata to is nearly identical to Google Ads (). The only difference is that CM360 requires different values for consent status: GRANTED and DENIED. For more info, see .
Similarlly, the process for providing DMA metadata to is also nearly identical. DV360's consent status values are CONSENT_STATUS_UNSPECIFIED, CONSENT_STATUS_GRANTED, CONSENT_STATUS_DENIED. For more info, see .
has approached their DMA compliance by requiring a list of one or more country codes to be set on audiences defined in Amazon Ads DSP. These country codes indicate which countries the audience data was collected in. If the list includes any in-scope EU country, it will be subject to the regulation and potential restrictions will be applied (Amazon has not yet clarified what those are). Note that any audiences without Data Source Country information provided will be assumed to be in scope for DMA by default.
If you have any questions or need assistance, contact .
