Consent Mode v2 added two signals, ad_user_data and ad_personalization, and is effectively required to use Google advertising and measurement features for EEA and UK traffic. A certified CMP relays the user's choice so tags fire correctly. ConsentX is built for Consent Mode v2, so analytics and ads stay measurable while respecting consent.
In ConsentX
Related terms
A consent management platform (CMP) is software that collects, stores and enforces a user's choices about cookies and personal-data processing, and proves those choices to regulators.
The IAB TCF is an ad-industry standard that captures and transmits user consent for advertising purposes and vendors in a structured 'TC string' across the programmatic supply chain.
Global Privacy Control (GPC) is a browser signal that tells websites a user wants to opt out of the sale or sharing of their personal data, and several US state laws treat it as a legally binding opt-out.