# Real-Time Data Transformation
JENTIS provides powerful real-time data transformation features that allow you to take full control over how values are processed and shared with third-party vendors.
### Concept
The general concept of JENTIS data handling follows a **data chain** approach:
1. **Extract values**
* Data is first captured from the **Client-Side environment** (e.g., a visitor’s browser).
* This value can be directly assigned (*1:1 mapping*) to a placeholder and shared with a third-party vendor.
2. **Enrich on the Server-Side**
* **Server-Side variables** allow interaction with multiple Client-Side values.
* They can also leverage **JENTIS Storage** to enhance and prepare data before sending it further.
3. **Apply transformations**
* Every variable—client-side or server-side—can be wrapped in one or more **transformation functions**.
* Transformation functions take an **input parameter** and return a new **output parameter** based on the defined logic.
### Transformation Functions
Transformation functions allow you to flexibly manipulate values before they are shared with external systems. Some examples include:
* **Remove PII**: Strip personal identifiable information from URL parameters.
* **Normalize data**: Transform all text values to lowercase.
* **Custom logic**: Apply any other business rules needed to ensure compliance and data quality.
### Key Benefits
* Apply transformations at **any level**: variable, placeholder, or tag.
* Independent of **Client-Side or Server-Side execution**.
* Process data once and re-use the transformed results across multiple connectors.
* Move transformation logic to the **JENTIS Infrastructure**, reducing load on the website while ensuring privacy and compliance.
With these capabilities, JENTIS enables you to capture raw data once and process it in a controlled, flexible, and compliant way—before it ever reaches third-party vendors.
### How it looks in the JENTIS DCP
Just go to the **Tag Edit View**, click on the variable you want to transform, and select **Wrap with Function**. Then choose the transformation function you want to apply.
See the following screenshot for how to add it and how it looks afterwards:
