# Privacy Features

JENTIS provides a wide range of built-in privacy functionalities for data processing. These features give you back the control you need to comply with regulatory requirements while still maintaining flexibility in your data workflows.

### Placeholder-Level Privacy Controls

For every **placeholder** in every **tag**, you can define how a variable is transferred to a third-party vendor. This allows precise control over data handling.

JENTIS offers two default privacy-related transformations:

#### 1. Anonymization

* Changes the entire value character by character into a non-reversible format.
* Structure is preserved:
  * Letters are replaced by other letters.
  * Numbers are replaced by other numbers.
  * Special characters remain unchanged.
* **Why structure is kept:** Many connectors expect data in a fixed format. Maintaining structure ensures vendor compatibility.
* The anonymized value is generated **on the fly** and not stored.

#### 2. Pseudonymization

* Works similarly to anonymization but **keeps track of the original value**.
* Each original value is replaced by a pseudonymized version **once** and reused consistently.
* Ensures consistency across multiple tags while protecting the original value.

### Personal Identifiable Variables

JENTIS allows variables to be marked as **personally identifiable information (PII)**.

* When the **Essential Mode** is activated, such variables are automatically anonymized before being sent.
* This ensures compliance while keeping tracking operational at a minimal level.

### Full Control on Every Tag

The ability to configure **each placeholder per tag** means:

* You decide exactly what information is shared.
* You define under which circumstances data is transformed.
* Control shifts back to you instead of being dictated by third-party vendors.

### How it looks in the JENTIS DCP

In the following screenshot, you can see how to apply a transformation function, such as **anonymization**, to the Client IP address.

<figure><img src="/files/WicKSYEKo2MU9J2SfB3F" alt=""><figcaption></figcaption></figure>

The next screenshot shows a comparison:

* On the **left side**, the values passed when consent is given.
* On the **right side**, the values passed when no consent is given (Essential Mode).

As you can see, in **Essential Mode**, the IP address is anonymized by default.

<figure><img src="/files/1eRY5f4zUOgTSFQbJOyx" alt=""><figcaption></figcaption></figure>


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