To ensure that their Google tag respects the remarketing preferences of users in the European Economic Area (EEA), a marketer who advertises in many global markets including Germany and France and runs YouTube and Search campaigns with Google while measuring online conversions should ensure that the ad\_personalization parameter, along with ad\_storage and ad\_user\_data, is included in the consent mode setup.

• 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.

The correct answer is: Ensure ad_personalization parameter (as well as ad_storage and ad_user_data) is in consent mode setup

Explanation: The answer is correct. To ensure their Google tag respects user remarketing preferences in the European Economic Area (EEA) amidst regulatory changes like the Digital Markets Act (DMA), the advertiser must correctly implement Consent Mode. This involves setting the ad_personalization, ad_storage, and ad_user_data parameters based on the user’s consent choices (e.g., from a cookie banner). These parameters signal to Google whether personal data can be used for personalized advertising, whether advertising-related cookies can be stored, and if user data can be sent for advertising purposes. Properly configuring these ensures compliance and enables remarketing for consenting users.

Reference: Updates to consent mode for traffic in European Economic Area (EEA) – Google Ads Help: https://support.google.com/google-ads/answer/13695607

This official Google Ads Help page explicitly states the requirement to collect consent for personal data use in the EEA for ad personalization and remarketing features, and mentions ad_user_data and ad_personalization as the parameters to pass these consent signals.