> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/connectors/destinations/amazon-ads/consent-management.md).

# Consent management

What to set in the consent fields of the Amazon Ads connectors, and what Amazon does with the signal.

When you send user data to Amazon Ads, you must be able to show that consent was collected, stored and transmitted with it. Amazon carries that status in a dedicated framework, the **Amazon Consent Signal (ACS)**.

This page applies to **both Amazon Ads connectors**. It is not a connector itself.

<table data-search="false"><thead><tr><th width="300">Connector</th><th></th></tr></thead><tbody><tr><td><a href="/connectors/destinations/amazon-ads/dsp.md">Amazon DSP</a></td><td>Relies exclusively on the Amazon Consent Signal.</td></tr><tr><td><a href="/connectors/destinations/amazon-ads/data-manager.md">Amazon Ads Data Manager</a></td><td>Relies exclusively on the Amazon Consent Signal.</td></tr></tbody></table>

## What the Amazon Consent Signal is

The Amazon Consent Signal is a standardised format for transmitting a user's consent preferences to Amazon Ads. It indicates whether the user consented to:

* the use of their personal data for advertising;
* the storage and use of advertising identifiers, such as cookies.

It is required when sending data to Amazon Ads in regulated regions, including the EEA and the UK.

## The two parameters

<table data-search="false"><thead><tr><th width="220">Parameter</th><th>What it covers</th><th width="200">Values</th></tr></thead><tbody><tr><td><code>amzn_user_data</code></td><td>Consent for processing personal data for advertising.</td><td><code>GRANTED</code> / <code>DENIED</code></td></tr><tr><td><code>amzn_ad_storage</code></td><td>Consent for storing or accessing advertising data, such as cookies.</td><td><code>GRANTED</code> / <code>DENIED</code> / <code>NULL</code></td></tr></tbody></table>

* **`GRANTED`** - Amazon can use the data for advertising purposes.
* **`DENIED`** - the data will not be used, and may be rejected by Amazon systems.
* **`NULL`** - the consent does not apply to the data.

In the platform, Amazon consent is set **per feed**, and must reflect whether the user granted permission for advertising data processing and for advertising storage.

## What each connector does with it

### Amazon DSP

The platform sends the user data together with the Amazon Consent Signal. Only users whose consent is `GRANTED` are eligible for:

* audience targeting;
* retargeting;
* lookalike modelling.

Users without consent are excluded from activation automatically.

### Amazon Ads Data Manager

Consent is attached to every exported record, and Amazon validates the signal before processing.

* `GRANTED` - the data can be used for analytics, measurement and activation.
* `DENIED` - the records are rejected or ignored by Amazon systems.

## Important considerations

{% hint style="warning" %}
**Consent is mandatory in regulated regions.** For users in the European Economic Area or the United Kingdom, you must provide a valid consent signal. Without one, expect data rejection, reduced campaign performance and non-compliance risk.
{% endhint %}

**Consent must be collected upstream.** The platform does not collect consent itself. Make sure it is captured through your consent management platform, and that the consent value is filled in on the feed configuration before you activate.

**Only consented data is usable.** Amazon filters strictly: data without consent is ignored, and data with denied consent cannot be used for advertising.

## Best practices

* **Centralise consent management.** Use a consent management platform so capture and storage stay consistent.
* **Validate the consent choice** before activation, not after.
* **Align with regions.** Make sure your consent collection logic accounts for the regulations that apply where your users are.

## FAQ

#### Which Amazon connectors need a consent signal?

Both of them. Amazon DSP and Amazon Ads Data Manager rely exclusively on the Amazon Consent Signal.

#### Does mediarithmics collect the consent for me?

No. Consent is collected upstream through your own consent management platform. The platform transmits the status you set on the feed.

#### What happens to users whose consent is denied?

On Amazon DSP they are excluded from activation automatically. On Amazon Ads Data Manager their records are rejected or ignored by Amazon.

#### When can `amzn_ad_storage` be NULL?

When the consent does not apply to the data being sent. `amzn_user_data` accepts only `GRANTED` or `DENIED`.

## Partner documentation

Amazon Ads documents its own platform at <https://advertising.amazon.com/API/docs>. Use it for anything that happens on the partner side of this connector: account setup, the fields the partner expects, and its own limits.

## Related pages

<table data-view="cards" data-search="false"><thead><tr><th></th><th></th><th data-hidden data-card-target data-type="content-ref"></th></tr></thead><tbody><tr><td><strong>Amazon DSP</strong></td><td>Plan, buy and optimise programmatic media across Amazon and third-party sites.</td><td><a href="/connectors/destinations/amazon-ads/dsp.md">DSP</a></td></tr><tr><td><strong>Amazon Ads Data Manager</strong></td><td>Upload, structure and share your audiences centrally across Amazon Ads products.</td><td><a href="/connectors/destinations/amazon-ads/data-manager.md">Data Manager</a></td></tr></tbody></table>


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