# 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.

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.