Member Avatar for laketa.ivan

Helllo everyone :)
This is my first post so, here it goes.
I am a digital marketer for a grocery delivery mobile app operating in Romania, Europe.
My team and I are now in the process of linking our AdWords and Google Play accounts.
This will allows us to serve ads to our current app users, without installing a remarketing tag.
My question for anyone in the forum is:
Is a specific user consent required to serve remarketing ads if a remarketing tag is not installed? And if so, how can we obtain this consent, and select the users who have given it?
Ok so this was 3 questions :)
Hope you guys can help so I thank you in advance.
Best,
Ivan

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Dani AI

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Short answer for : in the EEA you generally need a lawful basis (most commonly explicit consent) before using device identifiers or Google signals to run personalised remarketing for app users — even if you don’t drop a separate web “remarketing” tag. When you link Google Play to a Google Ads account you get automatically generated app remarketing lists (and Firebase can also export audiences), so the linking alone is sufficient to build targetable lists — but you must make the privacy/consent flows and disclosures obvious in your Play listing and the app. (, , Play policy on privacy/data safety). ()

Practical implementation steps you can follow:

  • Show a clear, purpose‑specific consent prompt to EEA users (use Google’s User Messaging Platform / UMP to simplify compliance).
  • Block analytics/ad‑ID collection until consent is granted; when the user opts in, persist that consent server‑side.
  • Create a “consented” audience (for example by emitting a consent_granted event or setting an ad‑personalization user property in Firebase/GA4) and export that audience to Google Ads — only those users will be eligible for personalised remarketing. Firebase documents how to suspend/re‑enable collection and control ad‑personalization at the user level. (UMP quick start, Firebase data‑collection & ad‑personalization, ). (developers.google.com)

Cautions and next steps: record each consent decision with a timestamp and an easy revoke path; keep your Play Store privacy policy and Data Safety form accurate; test the “no‑consent” path (what ads, if any, are returned) and follow Google’s evolving CMP/TCF rules for EEA/UK inventory. EU law (GDPR) is the underlying legal basis; recent EDPB guidance and Google announcements make explicit-consent requirements for behavioural advertising an enforcement focus, so involve legal counsel if you’re unsure. Start by implementing UMP, updating your Play listing, persisting consent, and building a Firebase audience for consenting users. (eur-lex.europa.eu)

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Member Avatar for Dani

Unfortunately I have very little experience with apps (I’m a web girl). My guess is that you need to explain exactly what you’re doing in a privacy policy, and show/have them agree to that policy when they sign up or attempt to log into your app for the first time.

Edited by Dani
Member Avatar for Dani

I just looked it up and it looks like you just need to link to your privacy policy from within your app listing in the Google Play store.

As mentioned in my previous post, your privacy policy should outline exactly what you’re doing, and in addition to being attached to your app listing, your users should have an easy way of finding it.

Edited by Dani because: Typo
Member Avatar for laketa.ivan

Hey :) thanks so much for the quick reply! Very helpful!

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