{"id":3664,"date":"2024-03-12T17:40:42","date_gmt":"2024-03-12T12:10:42","guid":{"rendered":"https:\/\/www.trackmyhashtag.com\/blog\/?p=3664"},"modified":"2024-03-12T17:40:42","modified_gmt":"2024-03-12T12:10:42","slug":"adapting-business-strategies-in-response-to-the-digital-markets-act","status":"publish","type":"post","link":"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/","title":{"rendered":"Adapting Business Strategies in Response to the Digital Markets Act"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/4&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; column_padding_type=&#8221;default&#8221; gradient_type=&#8221;default&#8221; offset=&#8221;vc_hidden-sm vc_hidden-xs&#8221;][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; el_class=&#8221;text_block_wrapper&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;3\/4&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221; column_padding_type=&#8221;default&#8221; gradient_type=&#8221;default&#8221; offset=&#8221;vc_col-lg-9 vc_col-md-12&#8243;][image_with_animation image_url=&#8221;3672&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]The Digital Markets Act (DMA) makes sure that large online platforms behave fairly, and don\u2019t act as \u201cgatekeepers\u201d in digital markets. The DMA is a piece of legislation designed to balance platform regulations in the European Union (EU) and the United Kingdom (UK) to promote openness and fairness in digital markets.<\/p>\n<p>The legislation is coming into effect soon and imposing new regulations that will make large companies like Google and others change the way their products and services work.<\/p>\n<p>Therefore, 2024 sets a new mark for change in how we adapt and create our business strategies.<\/p>\n<p>In this article, we will dive deeper into showing you how you can adapt and make sure your business complies with the DMA.<br \/>\n[\/vc_column_text][vc_column_text]\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#The_companies_that_the_European_Commission_designates_as_the_gatekeepers\" >The companies that the European Commission designates as the gatekeepers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#How_the_DMA_is_eliminating_unfair_competition\" >How the DMA is eliminating unfair competition<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#Strategy_shifts_of_big_tech_companies_and_how_they_impact_SEO_rankings_for_less_competitive_companies\" >Strategy shifts of big tech companies and how they impact SEO rankings for less competitive companies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#How_the_DMA_is_benefiting_the_UKEU_and_why_its_exclusive_to_Europe\" >How the DMA is benefiting the UK\/EU and why it\u2019s exclusive to Europe<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#6_Steps_to_follow_for_complying_with_the_DMA_when_adapting_your_business_strategy\" >6 Steps to follow for complying with the DMA when adapting your business strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#1_Obtain_user_consent\" >1. Obtain user consent<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#2_Google_Analytics_and_following_Googles_new_CMP_requirements\" >2. Google Analytics and following Google\u2019s new CMP requirements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#3_Hire_an_SEO_agency_to_help_you_remain_compliant_with_the_DMAs_new_regulations\" >3. Hire an SEO agency to help you remain compliant with the DMA\u2019s new regulations<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#4_Obtain_and_store_information_under_the_DMA_requirements\" >4. Obtain and store information under the DMA requirements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#5_Implement_a_Consent_Management_Platform_CMP\" >5. Implement a Consent Management Platform (CMP)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#6_Go_through_a_compliance_checklist\" >6. Go through a compliance checklist<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.trackmyhashtag.com\/blog\/adapting-business-strategies-in-response-to-the-digital-markets-act\/#The_DMA_has_changed_the_way_every_business_is_using_gatekeeper_platforms\" >The DMA has changed the way every business is using gatekeeper platforms<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_companies_that_the_European_Commission_designates_as_the_gatekeepers\"><\/span>The companies that the European Commission designates as the gatekeepers<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][image_with_animation image_url=&#8221;3666&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]The law of the European Commission has classified six companies as \u201cgatekeepers.\u201d In the future, the list may become larger, but as of now, here is the current list:<\/p>\n<ul>\n<li>Apple<\/li>\n<li>Google<\/li>\n<li>Microsoft<\/li>\n<li>ByteDance<\/li>\n<li>Meta<\/li>\n<li>Alphabet<\/li>\n<\/ul>\n<p>All of these companies that fail to remain compliant with the DMA will face penalties. Moreover, third-party companies that use gatekeeper platforms need to also comply with regulations, or they\u2019ll be banned from using the platforms overall.<\/p>\n<p>Let\u2019s not forget that the DMA classifies gatekeepers as companies that have an annual market capitalization of 75 billion Euros and more, and those that provide services like search engines, social media, browsers, or even have at least 10,000 annual business users.<br \/>\n[\/vc_column_text][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"How_the_DMA_is_eliminating_unfair_competition\"><\/span>How the DMA is eliminating unfair competition<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][vc_column_text]Gatekeepers like Google, Amazon, and others, have built monopolies in the past 20 years. Even though many know Google as a search engine, in 2004, it entered the shopping market with a product that was first known as \u201c<i>Froogle<\/i><b><i>,\u201d <\/i><\/b>which was renamed to \u201c<i>Google Product Search<\/i>\u201d in 2008 and is now known as \u201c<i>Google Shopping<\/i>\u201d since 2013.<\/p>\n<p>Since 2008, Google has changed its strategy and pushed its comparison shopping service with its goal of dominating the internet. The European Commission started to realize that Google destroyed competitors by taking advantage of them in two ways:<\/p>\n<ul>\n<li><strong><i>Google ranked its shopping service on top of search results in all cases\u00a0<\/i><\/strong><\/li>\n<li><strong><i>Google pushed down competitors in its own search results\u00a0<\/i><\/strong><\/li>\n<\/ul>\n<p>This was a problem because Google\u2019s own shopping service wasn\u2019t following the same rules as everyone else, allowing rival shopping services to become much less visible than the rest. Even more, Google started to receive many complaints from larger tech companies like Microsoft and TripAdvisor.[\/vc_column_text][vc_column_text]\n<h3><span class=\"ez-toc-section\" id=\"Strategy_shifts_of_big_tech_companies_and_how_they_impact_SEO_rankings_for_less_competitive_companies\"><\/span>Strategy shifts of big tech companies and how they impact SEO rankings for less competitive companies<span class=\"ez-toc-section-end\"><\/span><\/h3>\n[\/vc_column_text][vc_column_text]Considering the DMA\u2019s regulations, the list of requirements for larger tech companies include:<\/p>\n<ul>\n<li>Legal obligations against self-preferencing techniques that are used by the platform for promoting their own product and services<\/li>\n<li>Prohibitions on a collection of data combinations from two different services that are owned by the same company (Facebook and Instagram are good examples)<\/li>\n<li>Protection of business users of platforms that include both advertisers and publishers<\/li>\n<\/ul>\n<p>These obligations will help prevent big tech companies from making changes to dominate the market and promote unfair competition.<br \/>\n[\/vc_column_text][vc_column_text]\n<h3><span class=\"ez-toc-section\" id=\"How_the_DMA_is_benefiting_the_UKEU_and_why_its_exclusive_to_Europe\"><\/span>How the DMA is benefiting the UK\/EU and why it\u2019s exclusive to Europe<span class=\"ez-toc-section-end\"><\/span><\/h3>\n[\/vc_column_text][vc_column_text]Considering the changes the DMA has implemented against gatekeepers, this means that Google can\u2019t promote any favoritism for its own product and brand, the same goes for Amazon, and Facebook can\u2019t use the same data from its other partners like Instagram.<\/p>\n<p>This innovation made by the DMA influences important metrics like click-through rates (CTR), the way clicks and positioning is made, and the way organic traffic is built up. These metrics are important for all marketing agencies that saw unfair competition from Google in the past. Many companies that saw unfair competition will start to see some light, this goes for travel industries, e-commerce, hotels, and more.<br \/>\n[\/vc_column_text][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"6_Steps_to_follow_for_complying_with_the_DMA_when_adapting_your_business_strategy\"><\/span>6 Steps to follow for complying with the DMA when adapting your business strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][vc_column_text]March is only a few weeks away, and the DMA is imposing new regulations for gatekeepers. As a third-party company, it\u2019s important for you to also remain compliant so you can continue to use these gatekeeper platforms even after March 2024.<br \/>\n[\/vc_column_text][vc_column_text]\n<h3><span class=\"ez-toc-section\" id=\"1_Obtain_user_consent\"><\/span>1. Obtain user consent<span class=\"ez-toc-section-end\"><\/span><\/h3>\n[\/vc_column_text][vc_column_text]The DMA has highlighted the importance of website owners in treating consent management with a higher level of seriousness since gatekeepers can\u2019t track end users for advertising reasons without receiving user consent.<\/p>\n<p>This applies to all of your advertising and analytics platforms like Facebook and Google that are now enforced to obtain user consent. Users need to be given the freedom to change consent preferences or even withdraw them when required. All companies need to show proof of consent in case of regulatory audit.<br \/>\n[\/vc_column_text][vc_column_text]\n<h3><span class=\"ez-toc-section\" id=\"2_Google_Analytics_and_following_Googles_new_CMP_requirements\"><\/span>2. Google Analytics and following Google\u2019s new CMP requirements<span class=\"ez-toc-section-end\"><\/span><\/h3>\n[\/vc_column_text][image_with_animation image_url=&#8221;3665&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;center&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;75%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]<a href=\"https:\/\/usercentrics.com\/knowledge-hub\/google-analytics-and-gdpr-compliance-rulings\/\">Is Google Analytics GDPR compliant?<\/a> We mentioned that the DMA and GDPR have fairly similar implications.<\/p>\n<p>Google Analytics is great for understanding web performance, user behavior, and traffic patterns. However, its compliance with the GDPR has been a long subject of concern and this becomes somewhat problematic for businesses using the platform. Some EU countries claim that Google Analytics has some privacy compliance issues.<\/p>\n<p>By default, Google Analytics is claimed non-compliant with the GDPR since it has many red flags from several EU countries like Austria, France, Denmark, and Italy. This all started when the European Parliament used Google Analytics on its COVID testing sites and found out that there was insufficient data protection.<\/p>\n<p>However, in response to this ongoing issue, Google has recently updated its policies, requiring all of its publishers to use a <a href=\"https:\/\/support.google.com\/adsense\/answer\/13554116?hl=en\" rel=\"nofollow\"><b><i>Google-certified Consent Management Platform (CMP)<\/i><\/b><\/a><b><i>, <\/i><\/b>which came into play on <b><i>January 16, 2024.\u00a0<\/i><\/b><\/p>\n<p>All publishers that fail to use a Google-certified CMP when directing ad requests to Google for the European Economic Area (EEA), and the United Kingdom (UK) won\u2019t be able to use personalized and non-personalized ads.[\/vc_column_text][vc_column_text]\n<h3><span class=\"ez-toc-section\" id=\"3_Hire_an_SEO_agency_to_help_you_remain_compliant_with_the_DMAs_new_regulations\"><\/span>3. Hire an SEO agency to help you remain compliant with the DMA\u2019s new regulations<span class=\"ez-toc-section-end\"><\/span><\/h3>\n[\/vc_column_text][vc_column_text]All companies want to grow, they all want to have more users, revenue, and market share.<\/p>\n<p>With the new set of regulations, millions of Google clicks will now go to websites and advertisers organically, improving important data metrics such as CTR, clicks, impressions, and search engine rankings. Companies that saw Google invading their market will now have much more opportunities.<\/p>\n<p>Google has responded to this and is now rolling out new search features for the UK and the EUto comply with the DMA. The notable changes include:\u00a0<b><i><\/i><\/b><\/p>\n<ul>\n<li><b><i>Rich Results Carousel: <\/i><\/b>Google is rolling out a new search feature that displays carousel-style rich results for queries that are related to local services, shopping, and travel. The carousel results will depend on whether the web pages have the appropriate structured data markup. Without these markups, these pages will only show standard text search results. Google is still continuing to test the carousel for shopping queries in the UK, Czech Republic, Germany, and France.<\/li>\n<\/ul>\n<ul>\n<li><b><i>Aggregator Units &amp; refinement chips: <\/i><\/b>Refinement chips are allowing researchers to cut down their results when searching for specific content. This applies to jobs sites, flight sites, product sites, and places sites.<\/li>\n<li><b><i>Flight Queries: <\/i><\/b>Shows airline website results as separate unit that allows users to book flights much more easily.<\/li>\n<\/ul>\n<p>The new search features have been released by Google to make sure that users in the UK and EEA are complying with the new DMA legislation. The whole goal here to allow businesses to gain new opportunities in ranking higher and make sure that when users search on Google, the results are more user-centric.<\/p>\n<p>While it may sometimes be difficult to keep up with all the regulations, <a href=\"https:\/\/blog.powr.io\/the-top-seo-agencies-for-link-building\" rel=\"nofollow\">SEO agencies<\/a> are helping companies in the UK and EEA remain compliant with DMA.<\/p>\n<p>Let\u2019s not forget that these new regulations are going to be imposed in March of this year, so instead of having to do everything on your own, you can consider hiring a <a href=\"https:\/\/skale.so\/uk-agencies\/seo\/\">SEO agency UK<\/a> or one in the EEA.[\/vc_column_text][vc_column_text]\n<h3><span class=\"ez-toc-section\" id=\"4_Obtain_and_store_information_under_the_DMA_requirements\"><\/span>4. Obtain and store information under the DMA requirements<span class=\"ez-toc-section-end\"><\/span><\/h3>\n[\/vc_column_text][image_with_animation image_url=&#8221;3668&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]The DMA is pretty much similar to the <a href=\"https:\/\/gdpr-info.eu\/\" rel=\"nofollow\">General Data Protection Regulation (GDPR)<\/a>, and while you may be concerned about the conditions for valid consent, here is what you need to state to remain compliant:\u00a0<b><i><\/i><\/b><\/p>\n<ul>\n<li><b><i>Informed: <\/i><\/b>Why are you collecting the data, for how long, and who will you share it with?<\/li>\n<\/ul>\n<ul>\n<li><b><i>Explicit: <\/i><\/b>You need to include active acceptance, which is usually a tick box, or clicking link.<\/li>\n<\/ul>\n<ul>\n<li><b><i>Documented: <\/i><\/b>You have proof of consent in case of an audit.<\/li>\n<\/ul>\n<ul>\n<li><b><i>In advance: <\/i><\/b>No data can be collected before consent is obtained. Cookies need to be sent to your site before the user consents to them.<\/li>\n<\/ul>\n<ul>\n<li><b><i>Opt-out options: <\/i><\/b>This is an option to allow users to delete and manage their data recorded on your website.<\/li>\n<\/ul>\n<ul>\n<li><b><i>Individual consent: <\/i><\/b>Individual consent counts for individual purposes. They can\u2019t be bundled with a set of activities.<\/li>\n<li><b><i>Easy given options: <\/i><\/b>This means that you should make it clear to users that they can either \u201caccept\u201d, or \u201cdeny\u201d.<\/li>\n<\/ul>\n<p>Both the GDPR and DMA require consent when using cookies and trackers on websites. This makes a consent management platform a necessary tool to use. However, many businesses in the EU, or those doing business within the EU don\u2019t have a consent management platform (CMP) installed, or it is not installed properly.<\/p>\n<p>This risks non-compliance with the Digital Markets Act, which puts you in trouble of being able to use gatekeeper advertising platforms like Google.[\/vc_column_text][vc_column_text]\n<h3><span class=\"ez-toc-section\" id=\"5_Implement_a_Consent_Management_Platform_CMP\"><\/span>5. Implement a Consent Management Platform (CMP)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n[\/vc_column_text][vc_column_text]CMP implementation highly depends on the platform you are using, like any other tool and service. While installing your CMP, you need to make sure you are complying with the following rules:<\/p>\n<ul>\n<li>Selecting a reliable and flexible CMP that is customizable based on your needs and easy to maintain by your staff members.<\/li>\n<li>Implement your CMP according to your website integrations and setup.<\/li>\n<li>Customize the CMP for your messaging, branding, and tracking technologies in use.<\/li>\n<li>Activate the Google Consent mode signaling.<\/li>\n<li>Make sure your CMP blocks third-party trackers.<\/li>\n<li>Collec DMA-compliant consent from users.<\/li>\n<\/ul>\n<p>CMP software is great since it can do most of the work for you, and remain compliant with the DMA at the same time.[\/vc_column_text][vc_column_text]\n<h3><span class=\"ez-toc-section\" id=\"6_Go_through_a_compliance_checklist\"><\/span>6. Go through a compliance checklist<span class=\"ez-toc-section-end\"><\/span><\/h3>\n[\/vc_column_text][image_with_animation image_url=&#8221;3667&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]In order to be sure you are on the right path, it\u2019s important to follow the DMA compliance checklist:\u00a0<b><i><\/i><\/b><\/p>\n<ul>\n<li><b><i>Remaining consent: <\/i><\/b>Use a Google-certified CMP to request user permission to store and collect information for ad purposes.<\/li>\n<\/ul>\n<ul>\n<li><b><i>Use the basic consent mode: <\/i><\/b>If you are using a Google platform, turn on the Google Consent Mode V2, which is a new feature used by Google that uses two more parameters for improving user privacy. This configuration will show if personal data is properly being transmitted based on user consent across all of Google\u2019s products.<\/li>\n<\/ul>\n<ul>\n<li><b><i>Use Google\u2019s new Analytics tool: <\/i><\/b>Google introduced a new Google Analytics4 (GA4) tool that has higher accuracy in remarketing, showing you conversion reports, and targeting your audience.<\/li>\n<li><b><i>Don\u2019t forget to update your tools: <\/i><\/b>Always upgrade to the latest API\/SDK versions for the platforms you are using.<\/li>\n<\/ul>\n<p>The whole idea here is to make sure that your cookie banner aligns with valid consent with the GDPR.[\/vc_column_text][vc_column_text]\n<h2><span class=\"ez-toc-section\" id=\"The_DMA_has_changed_the_way_every_business_is_using_gatekeeper_platforms\"><\/span>The DMA has changed the way every business is using gatekeeper platforms<span class=\"ez-toc-section-end\"><\/span><\/h2>\n[\/vc_column_text][vc_column_text]The European Union is always updating its laws and strives to adapt its legislation to make sure they are as responsive as possible to technological advances and ongoing trends in the digital landscape and economy.<\/p>\n<p>While the DMA has been around for nearly one year, in March 2024, it will completely change the way gatekeepers advertise and even the way third-party companies use their platforms. 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