Why integrate MCAE with a cookie consent tool?

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1. Compliance
As mentioned earlier, there are regulations to think about when it comes to using cookies. Time to bring out the acronyms!

The PECR (Privacy and Electronic Communications Regulations) and the GDPR (General Data Protection Regulation)
I am paraphrasing here, but the gist is to tell people there are cookies on your site, explain what they are doing and why they are there, and finally, to obtain their explicit consent to store said cookies on their browser.
MarCloud is not a replacement for legal advice, please always consult with your data protection team to ensure compliance.
Whilst the PECR and GDPR are similar and have crossover, you car owners database will need to ensure you comply with both. The PECR rules only apply to non-essential cookies and consent must meet the standard of the GDPR. Remember, ‘Implied consent’ is unnacceptable!
See more about the Information Commissioners Office (ICO) position on cookies here.
Important note: The UK GDPR and the EU GDPR are two different things, albeit very similar. In the context of cookie consent, they are the same.


Screenshot of a cookie consent notice on a website
The CCPA (California Consumer Privacy Act)
This is the most lenient regulation because it simply requires that you make users aware that you are placing cookies on the user’s browser instead of asking for permission. Disclosing the information in the form of a banner is considered acceptable. One thing to remember though, end-users are protected and can request the deletion of their data or even access to whatever is being tracked, specific to them.
Non-compliance can result in fines and generally speaking, it’s poor practice, so you’ll want to ensure you are up-to-date and compliant.

2. Marketing attribution
Cookie consent is such an important piece of the marketing attribution puzzle. If you do not get this tracking piece right, you will not be able to track:

Lead Source
Source campaign
Web page visits
First touch / last touch UTM parameters
So, in short, it’s kind of a big deal.