YES. Beginning from 16 January 2024 websites (or Apps) using Google services (Google AdSense, Ad Manager, or AdMob) must follow the updated consent guidelines when serving ads, particularly to users in the European Economic Area (EEA) and the UK in order to comply with updated policies.
As a part of Google’s ongoing commitment to a privacy-centric digital advertising ecosystem, in 2024, Google's enforcement action will also impact measurement features and apply to data from:
Websites: Tags that send data to Google.
Apps: SDKs that send data to Google.
Data uploads: Tools to upload data from non-Google sources, such as offline conversion imports or store sales.
To keep using measurement, ad personalization, and remarketing features, you must collect consent for use of personal data from end users and then share thpse consent signals with Google. The requirements also apply to businesses using Google Analytics data with a Google service.