Google’s Consent Mode V2 is a framework that allows website and app owners to communicate user consent choices to Google tags used for advertising and analytics.

The focus on user privacy has been growing as the digital advertising industry continues to evolve. To comply with stricter regulations like the General Data Protection Regulation (GDPR) in the European Economic Area (EEA) and build trust with users, Google has introduced Consent Mode V2. This update aims to provide a more transparent and user-centric approach to online advertising.

What is Consent Mode V2?

CMv2 is a framework designed to help websites and apps communicate user consent choices to Google’s advertising and analytics tools. This ensures that user data is collected and used only in accordance with their preferences.

Key Features of Consent Mode V2:

  • Transparency: It promotes transparency by giving users control over their data.
  • Compliance with Regulations: It assists websites and apps in complying with data privacy regulations by enabling them to collect and utilize user data only with explicit consent.
  • Clear Consent Signals: CMv2 allows websites to send clear signals to Google regarding user consent for specific purposes, such as ad personalization and analytics tracking.
  • Respecting User Choice: When a user opts out of providing consent, CMv2 ensures that Google’s tools respect this decision and limit data collection accordingly.
  • Multiple Modes: CMv2 offers two primary modes:
    • Basic Mode: This mode prevents Google tags from loading until a user interacts with a consent banner.
    • Advanced Mode: This mode allows more granular control over consent signals and data sharing with specific Google services.

How Does Consent Mode V2 Work?

Here’s a breakdown of how Consent Mode V2 functions:

  • Consent Banner Implementation: Websites and apps need to implement a consent banner that informs users about the data being collected and their options regarding consent.
  • User Interaction: When a user interacts with the consent banner, their choices (e.g., accept, reject, or customize) are registered.
  • Consent Signal Transmission: The website or app then transmits these consent signals to Google’s advertising tags using Consent Mode V2.
  • Tag Behavior Adjustment: Based on the received signals, Google’s tags adjust their behavior accordingly. For instance, if a user denies consent, personalized ads may not be displayed.

Implications for Advertisers:

Following are the remarkable implications for advertisers:

  • Adapting to a Consent-Driven Environment: Advertisers need to adapt their strategies to this consent-driven environment by respecting user choices and focusing on delivering relevant and non-intrusive ads.
  • Focus on Contextual Targeting: Exploring alternative targeting methods such as contextual targeting, which relies on the content of a website or app rather than user data, becomes crucial.
  • Transparency and User Education: Providing clear and concise information about data collection and user choices is crucial to building trust and ensuring informed consent.
  • Understanding User Consent Laws: Advertisers must familiarize themselves with relevant data privacy regulations in their target markets.
  • Integrating Consent Management Platforms (CMPs): CMVs can simplify the process of collecting and managing user consent.

The Future of Advertising:

CMv2 represents a significant step towards a more transparent and user-centric advertising ecosystem. As privacy regulations continue to evolve, understanding and adapting to frameworks like CMv2 will be crucial for advertisers to remain compliant and effective in reaching their target audiences.


To conclude, consent Mode V2 presents both challenges and opportunities for advertisers. By comprehending the purpose, functionalities, and implications of online advertising, advertisers can effectively compete in particular domain of their businesses. They should prioritize user privacy and ensure compliance with regulations to succeed. Staying informed and adapting strategies is vital for thriving in this new environment.