Today’s MarketingEU governments list six cookie purposes that would need no consent
EU ambassadors agreed a negotiating position on October 21 that rewrites Article 5(3) of the ePrivacy Directive inside the Digital Omnibus. The text lists six purposes that would need no consent, including first party audience counting, media audience measurement and measurement of contextual advertising. Websites would still have to ask for consent for tracking and remarketing.
Our take
Leave your cookie banner alone for now, because the European Parliament still has to agree and the final text can change. Start separating first party analytics and contextual measurement tags from tracking and remarketing tags today. When a final rule lands, you can move the first group out of the consent gate the same week.
