Amazon Consent Signal Tag Setup Guide
This article describes how to set up the Amazon Consent Signal tag in your Tealium iQ Tag Management account.
Tag tips
Tag configuration
Go to the tag marketplace to add a new tag. For more information, see About tags.
When adding the tag, configure the following settings:
- Automatically read from Tealium Consent Cookie: If enabled, the tag integrates with Tealium Consent Manager, reads consent status from the Tealium Consent Cookie, and sets the following variables accordingly:
- Ad Storage: Whether Amazon Ads is allowed to use ad-related storage (cookies, localStorage, similar IDs) in the browser for advertising purposes. If Automatically read from Tealium Consent Cookie is enabled and the visitor gives partial consent, Tealium checks the consent category you select. If the visitor has consented to this category,
amzn_ad_storageis set togranted. If the visitor gives full consent,amzn_ad_storageis always set togranted. The default value isdenied. - Ad User Data: Whether Amazon Ads is allowed to use the user’s ad-related data (identifiers, behavior) for targeting, measurement, and matching. If Automatically read from Tealium Consent Cookie is enabled and the visitor gives partial consent, Tealium checks the consent category you select. If the visitor has consented to this category,
amzn_user_datais set togranted. If the visitor gives full consent,amzn_user_datais always set togranted. The default value isdenied.
- Ad Storage: Whether Amazon Ads is allowed to use ad-related storage (cookies, localStorage, similar IDs) in the browser for advertising purposes. If Automatically read from Tealium Consent Cookie is enabled and the visitor gives partial consent, Tealium checks the consent category you select. If the visitor has consented to this category,
The following consent categories are available for the Ad Storage and Ad User Data settings:
Denied: Consent is denied.Granted: Consent is granted.Analytics: Consent is given for analytics.Affiliates: Consent is given for affiliates.Display Ads: Consent is given for display ads.Search: Consent is given for search.Email: Consent is given for email.Personalization: Consent is given for personalization.Social: Consent is given for social.Big Data: Consent is given for big data.Misc: Consent is given for miscellaneous purposes.Cookie Match: Consent is given for cookie matching.CDP: Consent is given for customer data platforms.Mobile: Consent is given for mobile.Engagement: Consent is given for engagement.Monitoring: Consent is given for monitoring.CRM: Consent is given for customer relationship management.
Load rules
Load the tag on all pages or set conditions for when your tag will load. For more information, see About load rules.
Data mappings
Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For more information, see About data mappings.
The available categories are:
Standard
| Variable | Type/Values | Description |
|---|---|---|
tealium_consent |
Boolean | Whether to read consent information from the Tealium Consent Cookie. |
countryCode |
String | Country code. |
amzn_ad_storage |
String | Ad storage consent. |
amzn_user_data |
String | Ad user data. |
This page was last updated: February 24, 2026