A scenario that describes why an advertiser should implement consent mode is when the advertiser needs their Google tags to respect user consent for ad measurement and personalization.

• The advertiser needs to prevent their consent banner from showing too often to previous website visitors.
• The advertiser needs to attach consent to their data to continue using enhanced conversions after regulatory changes.
• The advertiser needs a solution for deploying their consent banner to users from their Google tag.
• The advertiser needs their Google tags to respect user consent for ad measurement and personalization.

The correct answer is: The advertiser needs their Google tags to respect user consent for ad measurement and personalization

Explanation: An advertiser should implement Consent Mode when they need their Google tags to dynamically respect users’ choices regarding cookie and app identifier consent for ad measurement and personalization. This means that if a user denies consent for advertising cookies, Google tags will adjust their behavior accordingly (e.g., not store cookies, but potentially send cookieless pings for modeling). This allows advertisers to gather valuable insights and optimize campaigns while remaining compliant with privacy regulations like GDPR and the Digital Markets Act, ensuring both data utility and user trust.

Reference Link: About consent mode – Google Ads Help: https://support.google.com/google-ads/answer/10000067

This page explicitly states: “Consent mode lets you communicate your users’ cookie or app identifier consent status to Google. Tags adjust their behavior and respect users’ choices.” It further explains how this enables measurement while adhering to consent.