Practical explainers on consent tooling — CMPs, Google Consent Mode, Microsoft UET, IAB TCF, and how to tell whether a site is actually configured correctly.
When consent is declined, standard analytics and ad attribution break down. Conversion modelling, privacy-preserving APIs, and first-party data strategies each fill part of the gap - but none fills all of it.
Server-side Google Tag Manager moves tag execution from the browser to a server. It improves data quality and resilience against ad blockers - but it does not change your consent obligations.
Safari's Intelligent Tracking Prevention and iOS 17's Link Tracking Protection strip ad click identifiers from URLs. Here's what gets removed, what survives, and what it means for attribution.
The DMA places stricter consent obligations on Google and Meta than GDPR alone. Here's what changed, who it affects, and how it connects to Google Consent Mode v2.
A deep dive into the IAB TCF: how it works, the role of the TC String, and why it is critical for programmatic advertising in Europe.
What the four major consent frameworks are, who each one is for, and how they fit together - without the marketing copy.
Choosing between a CMP, a Tag Manager, or direct code for your consent implementation.
What Microsoft’s UET consent mode is, what happens if you ignore it, and how to implement it (usually via your CMP) without touching (much!) code.
What GCM is, the difference between Basic and Advanced mode, what the four storage parameters actually control, and what to look for when auditing a site.