The policy will require publishers to implement consent strategies for EU visitors. This means making "reasonable efforts" to disclose and obtain consent to collect any data, as well as share and use that data on any site, app, email publication or other property while using Google products. The same goes for storing and accessing browser-based cookies or other information on the devices of site visitors.
Google has created a landing page, cookiechoices.org, to direct publishers on how to gain content and offer solutions for putting consent mechanisms on Web sites and apps into place. It also suggests text that may be appropriate for the consent message presented to site visitors.
All publishers using third-party advertising services such as Google AdSense that have visitors from the European Union will need to take steps to integrate their preferred platform with the advertising tags on pages to ensure that user preferences are respected.
Publishers will need to take similar steps for apps. Site visitors will need knowledge of device identifiers to personalize content and ads, to provide social media features and to analyze traffic. For both Web site visitors and apps, users must be notified that identifiers and other information from their device is shared with Google's social media, advertising, and analytics partners.
Publishers using Google Analytics Advertiser Features will be required to follow the Policy requirements for Google Analytics Advertisers features. To comply with the disclosure obligations with respect to Google's use of data, publishers must have the option to display a prominent link to how Google uses data when using partner sites or apps.