Privacy Mode - Data Stream Options
  • 16 Jun 2022
  • 4 Minutes to read
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Privacy Mode - Data Stream Options

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In the basics guide (JENTIS Privacy Mode) we covered how to install and use the Privacy Mode in JENTIS Tag Manager. With that in mind in this guide we will make a deep dive into Privacy Mode tracking and options on further customizing your JENTIS setup.

Please be aware that this only covers technical functionalities of integration and is not in any terms a legal assessment or consulting.

Vendor Justification Settings

Every vendor in JENTIS Tag Manager terms has a justification setting. Those options include: consent, legitimate interest, vital interest, contractual operation and others. Depending on those settings the JENTIS Consent Engine will decide what tools can operate at a certain moment. Where a vendor is a single data processor (ie. "Google Analytics") that can have multiple connections ("Tools" in JENTIS Tag Manager terms), where a vendors settings are applied the same to all connections (fe. if multiple connections of the same vendor are configured in a single container).

To change the setting of a vendor you must navigate to the Consent Manager section in your JENTIS account. Here in the Vendors list you can edit a vendors settings, ie. Justification and Privacy Mode on/off setting.

JENTIS Consent Engine Processing

The most important setting is either to select "Consent" or one of the other options. While "Consent" is selected a tools tags will not be executed until an explicit interaction of the user with the Consent Management was registered. Either consenting to the usage of that tool or denying consent. 

This sequence of processing is vital to better understand how and when tags are executed in the JENTIS Tag Manager. All vendors with the justification "consent" will not be executed any sooner than the explicit consent decision of the user, which in consequence means a bouncing user is never registered in a tool with that justification setting.

The following states a vendor can have in the JENTIS Consent Engine:

  • true (consent given)
  • false (consent denied)
  • ncm (no consent - privacy mode must be used)
  • undefined (no status known yet)

NCM and FALSE are dichotomous
Please be aware that the status "ncm" can only be present when a vendor has the Privacy Mode enabled, thus meaning that "false" can not be a valid status for this vendor any more. It is then either "true" or "ncm" but it can not be "false" as long as the Privacy Mode is activated for this vendor.

The processing of data in JENTIS follows primarily the internal data schema and generic sequences. Where commands such as "track:submit" will initiate a State which in turn means triggers are evaluated and tags are activated. However a second layer atop on this foundation is the JENTIS Consent Engine. Without consent nothing moves, as long as the Consent Engine is turned on (which is the default).


A special function of the JENTIS Consent Engine is the reprocessing of commands as consent information is updated. The following processing is only applied when a scope is not changed (ie. when a page is reloaded and therefor the JavaScript scope is reset). All tracking commands will be available and reprocessed every time a consent setting is changed on a tool.

So all JENTIS States (ie. "track:event", "track:submit" or any other custom state implemented) will be processed in context of a consent. If that consent for a tool is changed the data will be reprocessed, if a tool is granted consent for example. To better understand this concept please see the following step by step section.

Step by Step Use Case

With that in mind we must also consider some loops and sequences that are very common scenarios. Lets examine those step by step.

Vendor settings for this example:

  • myAnalyticsService: 
    • justification: legitimate interest
    • Privacy Mode: enabled (on)
  • myMarketingService:
    • justification: consent
    • Privacy Mode: enabled (on)
Step - DescriptionCommandsConsent StatusResult
Page load initiated
A pageview is requested to be tracked.
myAnalyticsService: ncm (default consent status)

myMarketingService: undefined (default consent status)
Analytics Pageview-Tags are executed with restrictions (Privacy Mode Configuration).

Marketing Tags not executed.
Alternative A:
User interacts with Banner and consents for all tools.
-myAnalyticsService: true

myMarketingService: true
Analytics Pageview-Tags are executed with no restrictions (reprocessed command, as the consent setting changed from "ncm" to "true").

Marketing Pageview-Tags are executed with no restrictions (reprocessed command, as the consent setting changed from "undefined" to "true").
Alternative B:
User interacts with Banner and denies consent to any tool.

myMarketingService: ncm
Analytics Pageview-Tags are not executed, as the consent setting did not change.

Marketing Pageview-Tags are executed with restrictions (Privacy Mode Configuration; reprocessed command, as the consent setting changed from "undefined" to "ncm"). 

With the following setting you can turn off the Consent Engine in JENTIS Tag Manager. This will result in a configuration where no consent is awaited and tracking can be activated at any time. However all JENTIS Consent functionality is lost at the same time, disconnecting your Tag Management from any consent information.

Navigate to your account administration settings (gear icon in the upper main navigation) and select “Consent Administration”. Here you will find a toggle to apply this decision.

Warning: Be sure to only use this mode in respect of all legal consequences that are subject of your compliance assessment.

This setting will give you the option to apply different tool and tag configurations based on consent and even before the moment a user interacted with a consent banner. You can combine this with JENTIS  Privacy Mode.

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