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The new version of Consent mode (Consent mode v2) from the beginning of 2024 is a result of Google’s adaptation to the requirements of the Digital Markets Act. The most significant change compared to the previous version is that the previously recommended consent mode will be mandatory for all users of Google Marketing Platform advertising tools, such as Google Ads, starting from March 2024. Starting from March 2024, consent mode will be mandatory for companies utilising Google Ads. The lack of consent mode will lead to the blocking of personalized ads, such as remarketing, and subsequently, Google plans to block conversion tracking as well. Other changes can be characterized as minor technical modifications that shouldn’t significantly affect data quality. For those who had implemented consent mode, adjusting to version v2 will require, at most, minor service adjustments – but it is also mandatory (see the Mandatory Consent Status paragraph). Unless explicitly noted otherwise, the topics discussed in this article apply to consent mode in general (including its previous version). Before we explore the topic further, let’s organize the terminology and differentiate between consent mode and consent management – these terms are frequently confused. Consent management or Digital Consents Acquisition Consent management involves the process of acquiring, storing, and handling user consent for the collection and processing of their data. This process adjusts the way data is processed to respect individual consents, refusals, and objections. Typically, consent management