Which scenario describes why an advertiser should implement consent mode?

A scenario that explains why an advertiser should implement Consent Mode is when they need their Google tags to respect user consent for ad measurement and personalization.

• The advertiser needs to prevent their consent banner from showing too often to previous website visitors.
• The advertiser needs to attach consent to their data to continue using enhanced conversions after regulatory changes.
• The advertiser needs a solution for deploying their consent banner to users from their Google tag.
• The advertiser needs their Google tags to respect user consent for ad measurement and personalization.

Explanation:

An advertiser should use Consent Mode when they need Google tags to automatically honor users’ consent choices for ad measurement and personalization. If a user does not grant consent for advertising cookies or app identifiers, the tags adjust their behavior—such as avoiding cookie storage while still sending limited, cookieless signals for modeling purposes. This approach allows advertisers to continue gaining meaningful insights and optimizing campaigns in a privacy-safe way, while staying compliant with regulations like GDPR and the Digital Markets Act and maintaining user trust.