Depending on the country you or your users are located in, and the applicable data privacy regulations, you, as the Data Controller, might have a duty to obtain consent and demonstrate that valid consent has been given by users.
To support your compliance with applicable data privacy regulations, we provide you with the option to implement the Active Cookie Consent mode, which enables you to demonstrate that valid consent has been provided by enabling us to obtain information in real time about users’ cookie consent preferences.
With the Active Cookie Consent mode, users are not served personalized experiences unless they actively provide consent. Only users who gave their consent receive personalized experiences. Users can opt in and change their opt-in status at any time, without limitations.
What happens when users have not provided consent?
- Data is not collected at all, so there are no reports for these users.
- Dynamic Yield cookies are not set in their browser (unless you use JavaScript code to create a cookie). In such instances, the information gathered through the JavaScript code remains in your possession.
- No variation stickiness occurs. Every time the user is eligible for an experience, the system selects a variation regardless of previous selections (you can use the opt-out targeting condition to target variations to these users if you want to avoid users getting multiple variations across sessions).
- Campaigns that can rely on users' personal information, including Custom Code and Visual Edit, are served only to opted-in users. This is the default behavior and is not configured in the Active Consent settings.
- Overlay and Notification campaigns are served to all users when their frequency is set to Once per pageview, as this setting does not rely on user stickiness. Serving them to non‑consenting users can be disabled in Settings › Privacy Center.
Targeting by "Who" conditions that rely on historical user data or information that can't be determined from the current session does not target these users. Conditions based on the user's current context can still target them, including IP-based conditions such as location and weather.
When a user has not provided consent, no personal data is processed for personalization purposes, except for data stemming from strictly necessary cookies, which are not subject to consent. More specifically, we only collect contextual information that is essential for the website to function properly and is limited to the first 2 octets of IP addresses.
Note: Targeting users by lack of activity (for example, 0 pageviews) can also target these users. To specifically include or exclude users who have not provided consent, use the Active Consent targeting condition.
- Recommendations using personalized algorithms (such as affinity or deep learning) fall back to the closest non-personalized algorithm.
- Landing Pages might fail to attribute conversions.
- Audiences: Users are not added to any audience report. However, during a visit to a web page (pageview) they are temporarily entered into an audience based on specific conditions (for example, a user with a mobile device might match an audience condition of "Mobile Users"). Despite this, as every pageview resets the user identity, they do not remain in the same audiences across sessions.
Notes:
- These conditions are also true in preview mode, as you preview the campaign and variation.
- Consent for triggered message campaigns is not managed using Active Cookie Consent. To handle consent for these campaigns, see the Managing Opted-in Users section in Getting Started with Reconnect.
Enabling Active Cookie Consent mode
See our Developer Docs for detailed instructions on implementing Active Cookie Consent.
Manage campaigns for users who have not provided consent
Because users who do not provide consent are served with limited Dynamic Yield experiences, you might need to adjust some existing campaigns. For example, if you have a test with multiple variations, remember that users who do not provide consent do not have variation stickiness. This means they might see a different variation on each pageview. To avoid this behavior, you can exclude these users from the experience by using the Active Cookie Consent targeting condition.
How can I target users who have not given consent with unique experiences?
Dynamic Yield provides a targeting condition designed to target users who have not given consent when Active Cookie Consent is enabled. For example, if you have a personalized experience on your homepage, you might want to create an alternative experience for the users who will not be served with the personalized experience.
To do this, create an experience that is targeted only to users who have not consented using the targeting condition Active Cookie Consent. Supported campaign types include recommendations and dynamic content.