Digital Marketing
How to Navigate Digital Markets Act (DMA) Requirements in 2024?
The Digital Markets Act (DMA) imposes new rules on tech giants since March 2024. For advertisers, this means less third-party data, enhanced consent, and adapting ad strategies toward first-party data and contextual approaches.
What is DMA and Why Does It Impact You?#
The Digital Markets Act is a European regulation in effect since March 2024 aimed at regulating digital "gatekeepers" (Google, Meta, Apple, Amazon, Microsoft).
Key Changes for Marketers#
| Change | Impact | Adaptation |
|---|---|---|
| Consent Mode v2 | Mandatory consent | Compliant banners |
| End of third-party cookies | Less tracking | First-party data |
| Interoperability | New opportunities | Diversification |
| Auction transparency | Better visibility | Optimization |
Impact on Google Ads#
- Consent Mode v2 mandatory for remarketing
- Enhanced Conversions recommended for tracking
- Modeling of non-consented conversions
- Priority first-party audiences
Frequently Asked Questions#
Does DMA apply to my site?#
DMA targets gatekeepers, but if you use their services (Google Ads, Meta Ads), you must comply.
Tags:DMAGDPRDigital MarketingCompliance
Last updated: January 10, 2025
About the Author
AA
Ayoub Agouzil
Founder & Digital Expert
Founder of Web Success and digital transformation expert with 5+ years of experience helping Moroccan businesses succeed online.
