Amazon Ads has announced significant changes to its third-party data provider consent policies, introducing new requirements for publishers, advertisers, and vendors. The update includes the launch of Amazon Consent Signal and establishes strict deadlines for compliance.
Key Timeline:
- November 1, 2024:
- Third parties can begin sharing country codes and consent strings
- Implementation of Amazon Consent Signal begins
- February 7, 2025:
- Mandatory requirement begins for country codes and consent strings
- Data without proper consent documentation will be rejected
New Requirements:
Country Code Implementation:
- Mandatory 2-character ISO 3166 format
- Must indicate the country where consent was granted
- Required for all data uploads
- Automatic rejection of data without proper country codes
Consent String Requirements:
- Mandatory for EEA and UK customer data
- Three acceptable formats:
- IAB's Transparency & Consent Framework (TCF)
- Amazon Consent Signal
- Global Privacy Platform (GPP)
Platform-Specific Updates:
- Amazon DSP:
- Updates to Hashed Audience Upload Tool
- New DPAPI requirements
- Mandatory country code fields
- Events Manager:
- Enhanced GTM Templates
- New 'setAmazonConsent' command
- Updated CAPI integration requirements
- Single Front Door (SFD):
- New consent requirements for Audiences API
- Updated AMC Audience Uploader specifications
Technical Implementation:
- Consent Management Platform (CMP) integration options
- Direct data submission protocols
- Multiple consent format support
- Automated validation processes
Impact:
This update represents a significant shift in Amazon's data privacy approach, affecting:
- Third-party data providers
- Advertisers
- Publishers
- Vendors
- Platform integrators
Conclusion:
Organizations working with Amazon Ads must prepare for these changes before the February 2025 deadline to ensure continued data acceptance and processing. The update reflects Amazon's commitment to enhanced data privacy and regulatory compliance.
