Lesson 2 of 7
What A Cookie Banner (CMP) Does
A Consent Management Platform (CMPCMPConsent Management Platform: the cookie banner that captures each visitor's consent choices and exposes them to your tags.) is the banner that asks visitors what they allow. It records their choice by category, usually something like necessary, analytics and marketing, and then exposes that decision so your tags can react to it.
In the advertising ecosystem, many CMPs implement the IAB Transparency and Consent Framework (TCF), a standard way to encode and share consent with ad vendors. Whatever the mechanism, the key idea is the same: the CMP owns the decision, and GTM and Consent Mode read it.
Key takeaway
The CMP captures and stores the user's choice. Your job in GTM is to read that choice and let it gate what fires.