The Digital Markets Act, or DMA, is the European Union regulation that introduces specific obligations for large digital platforms classified as “gatekeepers” — intermediaries that control access to core services for many businesses and users. In online advertising, the DMA affects how large operators can process data collected through their own services and combine it with data from other platforms, with direct effects on consent settings and ad personalization. For anyone working in SEO and paid campaigns, understanding this regulatory framework has become essential, because platforms’ compliance choices change data availability, conversion measurement and targeting strategies.
Google Ads is Google’s advertising platform and is among the services affected by the DMA rules, since Google has been designated as a gatekeeper for several core services. This has led to changes in how consent is collected, how data is shared between services and how accounts are linked. The stated goal is to ensure greater transparency and choice for users, reducing the competitive advantage that comes from indiscriminate data accumulation. For advertisers, this means a more fragmented ecosystem, where consent quality and first-party data integration become decisive factors.
The DMA and its impact on digital advertising
The DMA is a European regulation that came into application for most of its provisions in 2024, designed to make digital markets more contestable. It imposes a series of obligations and prohibitions on gatekeepers, including allowing users to freely choose default services and limiting the use of data collected on one service for different purposes without explicit consent. Personalized advertising depends precisely on the ability to combine data across services, so these rules have an immediate impact on advertising platforms.
What gatekeepers must comply with
Among the most relevant obligations are the prohibition on combining personal data from different services without consent, the requirement to let users uninstall preinstalled apps and the need to guarantee access to data and features for business operators using the platform. These constraints reduce the ability to exploit collected data opaquely and encourage more informed consent.
DMA and GDPR: two complementary rules
The GDPR is the general regulation on personal data protection and applies to any organization that processes data of people in the European Union. The DMA, by contrast, focuses on competition and the behavior of dominant platforms, imposing specific obligations on gatekeepers. The two texts are complementary: the GDPR defines the legal bases for processing, while the DMA intervenes in market practices and data use across services.
What changes for Google Ads and consent
To comply with the DMA, Google introduced changes to how it collects and uses user consent in the European Economic Area. In particular, the platform requires explicit consent to link data across its services and to use it for ad personalization. Advertisers have had to review measurement tag settings and data transmission methods, adopting tools that record consent status before activating certain features.
One practical effect is a smaller pool of users available for remarketing and for segments based on combined data. This makes it more important to rely on first-party data collected directly from the advertiser’s site, such as contact lists and onsite conversions. Campaign measurement is also more incomplete, with reports that underestimate conversions when consent is missing.
The role of CMPs in consent collection
Consent management platforms, known as CMPs, become central because they record user preferences and communicate them to advertising tools. Correct integration between the CMP and Google Ads determines which data can be used and which cannot, directly influencing campaign performance.
DMA, GDPR and other regulations compared
| Regulation | Scope | Main objective | Effect on advertising |
|---|---|---|---|
| DMA | Gatekeeper platforms | Contestability of digital markets | Limits combining data across services |
| GDPR | Any data controller | Protection of personal data | Requires legal basis and consent |
| ePrivacy Directive | Electronic communications | Confidentiality of communications | Regulates cookies and tracking |
| Digital Services Act | Intermediary services | Transparency and accountability | Imposes transparency obligations on ads |
How to navigate data and consent in practice
To operate effectively in this context, advertisers should adopt a structured approach to data and consent management. This means correctly integrating measurement tools, making the most of first-party data and carefully monitoring changes in reports. It is also useful to train the team on regulatory implications, because technical decisions have legal and commercial consequences.
- Check that the consent management platform is correctly integrated with Google Ads.
- Collect and organize first-party data through forms, sign-ups and onsite interactions.
- Use consent mode to transmit preference status to advertising tools.
- Monitor discrepancies between recorded and actual conversions.
- Periodically review audience segments and remove those no longer populated.
- Document compliance choices for possible internal or external audits.
- Update privacy notices in a clear and accessible way.
- Train marketing staff on the differences between the DMA, GDPR and ePrivacy Directive.
Frequently asked questions about DMA and privacy in Google Ads
Does the DMA replace the GDPR?
No, the DMA does not replace the GDPR. The two texts operate on different levels: the GDPR governs the processing of personal data, while the DMA regulates the behavior of gatekeeper platforms to promote competition.
Does the DMA apply only to Google?
No, the DMA applies to all platforms designated as gatekeepers by the European Commission. Google is one of them, but the list also includes other large digital operators.
Why is consent so important for Google Ads?
Consent determines whether a user’s data can be used to personalize ads and link information across services. Without consent, many targeting and measurement features are limited.
Does the DMA prevent personalized advertising?
No, it does not prohibit it. However, it imposes stricter conditions for combined data use, requiring explicit consent when data comes from different services.
What is first-party data and why does it matter?
It is data collected directly by the advertiser through its own channels, such as its website and contact lists. In the context of the DMA, it becomes more valuable because it does not depend on combining data across platforms.
How does campaign measurement change with the DMA?
Measurement can be less complete, because some users do not provide the consent needed for tracking. That is why it is useful to integrate attribution models and onsite data to get a more reliable view.
Facing this issue?Is the consent collected after the DMA really usable for personalizing Google Ads campaigns?Consent that does not comply with the DMA can invalidate personalization and reduce conversions. I set up Google Ads management with correct consent signals and compliant measurement.Discover Google Ads Management