Google Tag Updates Consent Mode Parameter for Colorado Privacy Settings

Google has quietly updated its tag request parameters, potentially signaling a move towards honoring browser-level privacy settings.This update aligns with Google's May 2024 announcement about preparing for new state privacy laws.

Key Points:

1. The "gcd" parameter in Google tag requests has been updated.

2. A new flag "9l" has been observed in this parameter.

3. This flag is set when:

   • The user's geolocation resolves to Colorado
   • The user has enabled the Global Privacy Control setting in their browser

4. The default value for this flag is "1l".

5. The flag appears to indicate that the user forbids the website from sharing or selling their data.

Implications:

While Google has not officially documented this change, it suggests the company may be preparing to accept opt-out signals set in browser settings.

This update could be particularly relevant for websites dealing with users from Colorado, potentially affecting how user data is handled in compliance with local privacy regulations.

As this change is undocumented, its full impact on data processing and ad targeting remains unclear. Advertisers and website operators may need to monitor for any effects on their data collection and usage practices.