The Digital Markets Act (DMA) hub

Welcome to your essential resource for the Digital Markets Act (DMA), providing detailed coverage, updates, and insights on the vital EU regulation transforming the digital market and its stakeholders.

Introducing AppsFlyer’s Google DMA-ready SDK

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Latest from the gatekeepers

Adapt to privacy and regulatory changes with consent mode

Offering People More Choice on How They Can Use Our Services in the EU

Apple announces changes to iOS, Safari, and the App Store in the European Union

Appealing our ‘Gatekeeper’ Designation Under the Digital Markets Act

Microsoft testing Windows updates to comply with the DMA and beyond

Amazon Ads and the Digital Markets Act

Digital Markets Act (DMA) FAQ

How should an advertiser determine if Google DMA-required consent is applicable to a user and should be collected?

AppsFlyer recommends discussing this topic with the advertiser’s legal team to understand what’s required from the advertiser’s company. In addition, discussing possible impact with your Google representative may provide great insights towards the  best decision for the company. 
Advertisers using a consent management platform (CMP) may also discuss this with their CMP. The most common solution is usually based on IP detection of the end user, but other considerations may be required.

Is consent required to be sent with each event (installs, sessions, Inapp events) or is it sufficient to send it with the install?

Google requires AppsFlyer to send consent information for ANY event sent to them via AppsFlyer. Hence, AppsFlyer recommends sending the most updated consent information with each and every event. In the future, AppsFlyer may enrich Inapp events (when missing consent info) with consent info that was previously captured during the install or a more recent session, but this feature is not available yet.

If my App isn’t available in the EU / I’m not advertising with Google in the EU, do I still need to collect consent and update my AppsFlyer SDK?

Advertisers who are not advertising their Apps with Google in the EU may OPT OUT of sending any consent information by simply enabling the “Non EU Users” toggle within their Google or DV360 integration.
Once enabled, AppsFlyer will always send to Google / DV360 a signal that the user is NOT from the EU/EEA (eea=0).
Please note: it is recommended to discuss and decide on such actions with your legal team to ensure the most appropriate action for your business.

What is the impact of EEA users who decline the DMA consent flags?

When ad_user_data is declined for an EEA user, Google won’t use the device ID of that user and will not claim attribution for such user (so AppsFlyer won’t be able to attribute this user to Google) nor add him/her to a personalized ads audience. When ad_personalization is declined (while ad_user_data is approved), Google will not add this user to any personalized ads audience yet attribution will still be applicable.

What are the different consent possibilities and impact for confirmed EEA users?

When eea=1 (EEA user):

  • ad_user_data=0 & ad_personalization=0: no attribution and no personal ads
  • ad_user_data=0 & ad_personalization=1: no attribution and no personal ads
  • ad_user_data=1 & ad_personalization=0: Attribution but no personal ads
  • ad_user_data=1 & ad_personalization=1: Attribution and personal ads

Is there a list of CMPs that AppsFlyer is integrated with to collect consent data? Is AppsFlyer a listed vendor with any of these CMPs?

AppsFlyer SDK “integrates” with any CMP that supports TCF2.2 (most updated TCF version). All those on Google’s certified-CMPs list are using TCF2.2 (it’s mandatory to be a Google certified CMP) but there may be others not listed.
There is no need to register AppsFlyer as a listed vendor within your CMP, but there is also no harm to do so.

I already updated my Firebase SDK to collect and send consent data to Google. Do I still need to update my AppsFlyer SDK as well?

Yes. Google doesn’t sync user consent information between Firebase and AppsFlyer sent events, so AppsFlyer still needs the explicit consent information to be passed to AppsFlyer, in order to send it to Google.

How will the upcoming change impact my campaign attribution?

EU users who decline to have their data being used by Google for advertising purposes, won’t be claimed for attribution by Google Ads and DV360. This means AppsFlyer won’t be able to attribute them. 

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