A marketer advertises in many markets around the world, including Germany and France. They’ve started running YouTube and Search campaigns with Google and they measure online conversions.How does this advertiser ensure that their Google tag respects the remarketing preferences of their users in the European Economic Area (EEA)?

To comply with remarketing preferences in the European Economic Area (EEA), a marketer running YouTube and Search campaigns across global markets such as Germany and France should include the ad_personalization parameter in their Consent Mode setup, along with ad_storage and ad_user_data, when measuring online conversions.

• Ensure they implement a strict consent banner on their website to capture user consent choices.
• Ensure that there’s a consent banner present on every page.
• Ensure they work with a Google certified consent management platform (CMP).
• Ensure ad_personalization parameter (as well as ad_storage and ad_user_data) is in consent mode setup.

Explanation:
The answer is correct. To respect user remarketing preferences in the European Economic Area (EEA) and comply with regulations such as the Digital Markets Act (DMA), advertisers must properly implement Google Consent Mode. This requires configuring the ad_personalization, ad_storage, and ad_user_data parameters according to each user’s consent selections, typically captured through a cookie consent banner. These settings indicate whether personalized ads are permitted, whether advertising cookies may be stored, and whether user data can be used for advertising purposes. Correct implementation ensures regulatory compliance while allowing remarketing for users who have given consent.