Reference
The vocabulary, defined the way we use it.
The terms that come up in every engagement. If a vendor or a regulator uses one of these differently, the difference is usually the problem.
- CMP
- Consent management platform. The tool that shows the banner, stores the choice and exposes it to the rest of the stack.
- Consent state
- The machine-readable record of what a visitor allowed, by category, that tags and vendors are gated on.
- Consent Mode
- Google's mechanism for telling its tags what a visitor allowed, so Ads and GA4 can model the gap instead of going dark.
- Basic vs advanced Consent Mode
- Basic loads Google tags only after consent. Advanced loads them in a restricted state and sends cookieless pings before consent.
- GPC
- Global Privacy Control. A browser signal that expresses an opt-out without the visitor touching a banner; legally binding in California and other states.
- TCF
- The IAB Transparency and Consent Framework. A standard string that carries consent choices to ad-tech vendors.
- US Privacy string
- The older IAB signal for CCPA opt-out status, now succeeded by the Global Privacy Platform (GPP).
- Preference centre
- The screen where a visitor reviews and changes consent by category, reachable after the banner is dismissed.
- Tag gating
- Configuring the tag manager so a tag does not exist until the consent state allows it, rather than existing in a disabled state.
- Server-side tagging
- Running the tag container on a server you control; consent state has to survive the hop or vendors receive everything.
- DSAR
- Data subject access request. A request to see, correct or delete personal data, with a statutory deadline that depends on the regulation.
- Legitimate interest
- A GDPR legal basis other than consent; not available for cookies under ePrivacy, where consent is required.
See what fires before consent on your own site.
A free audit of your current banner and tags across regions, with the findings in writing and a 30-minute call to go through them.