New Google tools to boost first-party data strategies

Google is rolling out two new features to help you navigate the evolving digital privacy landscape and strengthen first-party data strategies.

Why we care. Despite Google deciding to roll back on its plans to remove third-party cookies, with privacy regulations still in place, first-party data has become crucial. These tools is intended to help you simplify data collection and management while respecting user privacy.

Driving the news. Google announced Tag Diagnostics and a new consent management setup, both designed to streamline first-party data collection and utilization.

Details. The new offerings include:

Tag Diagnostics:

• Provides at-a-glance view of account health.
• Alerts users to potential measurement issues.
• Offers guidance on fixing problemsAvailable in Google Tag Manager, Google Ads, and Google Analytics.

Integrated Consent Management Platform (CMP) setup:

• Streamlines consent banner creation and consent mode implementation.
• Works within Google Ads, Analytics, and Tag Manager interfaces.
• Integrates with several CMP partners, including consent manager, Cookiebot, iubenda, and Usercentrics.

What’s next: Google plans to continue adding new diagnostics capabilities and investing in first-party data solutions as the industry evolves.

Bottom line. As digital advertising faces a privacy-driven shift, Google is positioning itself as a key enabler of first-party data strategies for advertisers.