Google introduces a new Consent Initialization trigger in Tag Manager

Google last month introduced a Consent Initialization trigger in Tag Manager. Advertisers or publishers can now incorporate user consent into the behavior of all tags on their websites.

Consent Initialization is a new Tag Manager trigger type that enables tags requiring user consent choice to fire before all other tags.

Google says the Consent Initialization trigger allows a tag to deploy a consent banner as soon as someone lands on the website. This enables publishers or advertisers to collect a user’s consent choice before other tags in the container load.

Google introduced new consent types into Tag Manager as well, and this enables advertisers or publishers to match the tags that fire according to the permissions a user gives. Google says that i a user does not give consent to the specific consent types you’ve selected for the tag, the tag will not run.

The introduction of Consent Mode in Tag Manager was first announced by Google in May, this year.