Consent Orchestration
The Ketch tag restricts data sharing by setting UET Consent Mode through a property on the Universal Event Tracking tag (`uetq.ad_storage`), and separately restricts the storing and setting of first- and third-party cookies based on consent settings. Ketch also sets a Microsoft-recommended cookie variable (`_uetmsdns`) to 1 when someone opts out, which signals to Microsoft that this specific person has opted out so Microsoft can limit tracking and ad display accordingly. That variable lives at the session and browser level, so if cookies and cache are cleared, the preference isn't retained and needs to be set again.
