Consent
A user's explicit or implied permission for data collection, processing, or advertising targeting, required by privacy regulations.
What Consent means
Consent in the privacy and advertising context refers to a user's informed, freely given, specific, and unambiguous agreement to the collection, processing, or use of their personal data. GDPR requires affirmative consent (opt-in) for many data processing activities, including cookie-based tracking and behavioral advertising. The standard for valid consent includes being freely given (not coerced), specific (clear about what's being consented to), informed (transparent about purposes), and unambiguous (requiring a clear affirmative action). Consent management platforms (CMPs) help advertisers implement and manage consent across their digital properties. The ePrivacy Directive adds consent requirements for cookies and similar technologies. Platforms like Meta's Consent Mode and Google's Consent Mode help advertisers integrate consent signals into ad delivery and measurement.
Related terms
GDPR
The General Data Protection Regulation — the EU's comprehensive data protection law governing how personal data is collected, processed, and stored.
Consent Management Platform
A tool that helps websites and apps collect, manage, and store user consent for cookies and data processing.
Opt-In
A consent model requiring users to actively agree before their data is collected or they receive marketing communications.
Legitimate Interest
A legal basis under GDPR for processing personal data when an organization has a justified business reason that doesn't override the individual's rights.