Google’s advanced API that allows Google services (GA4, Google Ads) to adjust their operations and data collection based on the user’s consent status.

V2 is a technical mandate from Google for organisations using their advertising and analytics services to target the EEA. It requires the CMP (like Seers.ai) to send two specific consent parameters (ad_user_data and ad_personalisation) to Google.

The operational benefit is that, even when consent is denied, Google uses ‘modeling’ to fill data gaps, minimising the impact on ROAS while adhering to privacy signals, mitigating regulatory scrutiny on data collection practices.