Consent Mode
Google's framework that adjusts how Google tags behave based on user consent choices.
Google Consent Mode v2 is a framework that tells Google's advertising and analytics tags how to behave when a user grants or denies cookie consent. When consent is denied, tags operate in "restricted" mode — no cookies are set, but Google can still use aggregated and modeled data to attribute conversions and optimize ad delivery.
For publishers, Consent Mode is critical because it recovers 30-60% of the revenue you'd otherwise lose from users who reject cookies. Without Consent Mode, a consent rejection means zero ad revenue from that user. With it, Google's modeling fills in the gaps. All major CMPs (Cookiebot, OneTrust, Quantcast) support Consent Mode v2 integration.