Consent Mode, GA4 & Server-Side Tag Manager (sGTM): The Stack Every Digital Team Needs in Q4 & Beyond

In a recent webinar hosted by Jellyfish, Addingwell and Didomi, data privacy experts shared best practices around privacy-centric measurement. The discussion focused on Consent Mode, Server-Side Google Tag Manager and other key components essential for ensuring privacy-safe data collection and measurement as we move into Q4 and 2026.

Privacy is here and growing. The need for brands to rethink how they collect, manage, and model consent data is more prevalent now than ever.

Key Takeaways

1. Unlock revenue from opt-outs with Consent Mode

Consent defines how much value you capture from your traffic. With an advanced CMP like Didomi that is built as a Privacy-Enhancing Technology (PET), every interaction is optimized for compliance and performance.

By leveraging Consent Mode, brands can:.

• Configure behavior dynamically – Google tags adapt based on user consent (e.g., firing in consented mode or anonymized mode).
• Preserve measurement and attribution – Even when consent is denied, modeled conversions and aggregate data remain available, reducing blind spots.
• Maximize revenue from every user – Even opt-outs contribute through aggregated analytics and non-targeted ads, turning lost traffic into measurable value.
• Future-proof compliance – Didomi CMP with Consent Mode adapts automatically to frameworks like IAB TCF, GPP, and GPC, ensuring alignment with evolving global regulations.

2. Track and collect more data from your website versus traditional client-side tracking

Server-side technology allows for data enrichment in real time that can be the competitive advantage for your entire tech and marketing stack. Addingwell layers additional capabilities to solve current and future data collection and tracking challenges such as Ad Blockers and Safari ITP.

3. Gain more control and transparency over your marketing data with sGTM: Pantheon

The following three primary solutions were highlighted:

1. Soteria – Securely enriches events with profit and margin data from Firestore without exposing sensitive business information.
2. Phoebe – Connects sGTM with Vertex AI to enable real-time lead scoring and LTV bidding, powering smarter campaign decisions.
3. Artemis – Pulls customer attributes from Firestore, unlocking advanced segmentation and personalized remarketing.

All modules run server-side, ensuring compliance while enhancing the quality of data feeding into ad platforms. By combining enrichment and AI-driven insights, Pantheon transforms sGTM from a tracking tool into a growth engine.

4. Embedded AI in Google Ads and Meta levels the playing field for advertisers.

Having more observed data from a good consent setup and server-side tagging means you are increasing the vital training data that embedded AI needs for delivering better outcomes.  

5. Investment in privacy-centric technology delivers incremental value for media performance

This is achieved through higher consent rates and more data captured.

Privacy-Centric Measurement Powering AI

Our Jellyfish Analytics & Martech team can work with you to unlock the full potential of your tech stack. By partnering with leading privacy-centric technology providers, Didomi & Addingwell, we deliver incremental value across your ecosystem - enhancing data integrity, optimizing media performance, and enabling you to work faster, smarter, and with greater impact.