Configuring the “Option B” - A Mixed Combination of Consent Data
In the initial chapter we discussed the option where consent is denied and Essential Mode steps in to pseudonymize/anonymize the data.
Here is described how it is technically possible to avoid potentially redundant data redaction in Google Consent Mode and any loss of data quality that may result out of it.
By default the Google Consent Mode variables and placeholders will translate positive and negative consent to say “granted” or “denied” accordingly. But this is not desired in this scenario. It depends on your Google Tag at hand (which is used with Google Ads, Dynamic Remarketing and Google Analytics 4) how to configure it in this case best. But the following option might be a good starting point, as it allows for the most use of the already anonymized data.
In this case you can either override manually the placeholders to the following static values, to simulate granted consent, for the according tool and tag in your JENTIS Data Capturing Platform.
Or you can use the according variables with dynamic values that end with “(Synthetic Users)” suffix in the name. They are implemented in a dynamic way to always submit positive consent with Google Tag.
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In case of manual override the following values can be submitted to signal a granted consent. Please note that those values might change and you have to adopt them to the latest updates of Google Consent Mode.
npa:
0
gcut: - (empty)
gcd:
13r3rPr2r5l1
gcu: - (empty)
gcs:
G111
dma_cps:
syphamo
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With this tag configurations you will apply a static configuration for the case of Essential Mode and Google will treat data as if consent was received. Which gives you more options in the Google services and improves the data quality. This gives you more options across Google services and improves data quality, while maintaining your full control over what data is redacted (on an individual, parameter-by-parameter basis, based on your configuration).
Consent Mode with GTAG.js (Client-Side)
Where the server-side configuration is based on the final outcome (consent status parameter) the client-side executed gtag.js must receive other instructions. For your JENTIS Tag Manager this is again a configuraiton of placeholders and according variables. However the values here differ from the consent status and are more granular on the instructions for Googles gtag.js.
The following GCM options are available from the latest update which becomes a mandatory implementation in early 2024.
gtag("consent", "default", {
ad_user_data: "denied",//"granted"
ad_personalization: "denied",//"granted"
ad_storage: "denied",//"granted"
analytics_storage: "denied",//"granted"
});
You can set all this settings based on JENTIS vendors and a native connection to you Consent Management Platform.
With each vendor, you have the option to link a vendor's consent to the corresponding Google Consent Mode setting. Head to the “Legal Hub: Vendors” in your JENTIS account to find these settings:

You can see many options how to connect between JENTIS and Google Tag. We will run you through all possible use cases in a dedicated guide: Google Consent Mode Use Cases
Google Consent Mode Version 2
As of an update in November 2023 the GCM was changed to inherit two more parameters that provide you with more control of how and which data is processed with the Google tags. Read more on that update.
For your JENTIS configuration you must check the following:
What is your Consent Management Platform and is it already providing features related to Google Consent Mode? Please head to the Google Consent Mode Use Cases article to find out possible alignments between your CMP and JENTIS.
Are you using client-side or server-side Google tags with JENTIS? This tags will need to be updated and configured based on your requirements. You can find in all tags that are affiliated with Google Tag according settings to the individual Consent Mode parameters. By default all your tags will receive a configuration for each consent mode setting with an appropriate mapping to a variable. This resolves to the general use of Google Tag and the according settings of Consent Mode. Please make sure to preview and test all settings before publishing.
Important to note:
With JENTIS you have full control over what information Google receives. You can completely anonymize the data before Google processes it further, which means that the personal reference in the data can be removed. Please note, however, that this matter is very closely linked to a legal question and we cannot make definitive recommendations on how to use these technical options compliantly - please advise with your responsible legal advisor.
You can configure the following options in the JENTIS Tag Manager.
Default variant:

In this case, all parameters are filled with dynamic variable values. This works in such a way that, for example, a positive consent to this provider (GA4) is passed as analytics_storage:granted, a negative consent is then passed as “analytics_storage:denied”.
You can also override these parameters, as in this example (for the Essential Mode column, you can of course do this with the regular column as well, this is just an example):

These settings (static values, e.g. “G111”, all define a positive consent signal “granted”).
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