Google is quietly giving advertisers more control over how data flows when consent is limited.
Driving news. A new feature called Data Transmission Control is coming to Google Ads, adding an extra layer on top of Advanced Consent Mode that determines how advertising, analytics and diagnostic data are actually transmitted.
What’s new. Advertisers can now independently limit advertising data, behavioral statistics and diagnostic data. When ad_storage consent is denied, there are two options: allow limited advertising data with re-identified identifiers (while allowing modification of the model), or block advertising data completely until consent is granted. Behavioral analytics may still be allowed even if ad data is limited, or blocked entirely if needed.
Where can you find it. The setting is buried in Data Manager → Google Tag (Manage) → Manage data transfer — and it’s easy to miss.
Why do we care. Permission Mode traditionally focuses on displaying user preferences. Data Transfer Control goes a step further by allowing advertisers to decide – at the tag level – what data is allowed to flow when consent is denied, providing more flexibility in initial privacy measurement strategies.
It also gives advertisers more precision in measuring privacy compliance and performance, especially in regulated markets or regions with strict consent requirements.
Important details. Permission mode must already be enabled. y enable for the feature to work. The configuration is UI only within Google Ads, Google Analytics or Campaign Manager 360, and only applies to Google tags. If the feature is not enabled, nothing changes. If the user has given permission, the data transfer resumes automatically.
It was first seen. This update was first spotted by Google Ads expert Thomas Eccel and shared the option he saw on LinkedIn.
An important point. Data Transmission Control adds a powerful — and subtle — new lever for marketers who want tighter control over data collection without full moderation.
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