# Amazon Consent Signal (ACS): Parameters, Country Codes, and Use Cases

## Technical Overview of ACS

Amazon Consent Signal uses standardized parameters to communicate user consent. This technical guide explains each parameter and how to use them effectively.

## Core Parameters Documentation

### Consent Status Parameter
- **Type**: Boolean/String
- **Values**: "granted" | "denied"
- **Purpose**: Primary consent indicator
- **Required**: Yes

This parameter shows basic user consent. All campaigns must check this first.

### Geography Parameter
- **Type**: ISO Country Code
- **Values**: Two-letter codes (US, UK, DE, FR, etc.)
- **Purpose**: Location-based consent rules
- **Required**: Yes

Different countries have different privacy laws. This parameter adjusts ACS behavior automatically.

## Country Codes and Compliance

**GDPR Countries** (EU): Strictest rules. Requires explicit consent. Covers all EU member states using standard ISO codes.

**CCPA States** (US): California (CA) and other participating states. Requires opt-out mechanism.

**Other Regions**: Brazil (BR), Canada (CA), Australia (AU) each have specific requirements. ACS adapts to each.

## Purpose Parameter Details

The purpose parameter specifies what users consented to:
- `advertising.personalized` - Personalized ads
- `advertising.generic` - Non-personalized ads
- `analytics` - Data analytics
- `advertising.measurement` - Campaign measurement

Users might grant some purposes but not others. Check this carefully.

## Timestamp Parameter

- **Format**: ISO 8601 datetime
- **Example**: 2025-12-23T10:30:00Z
- **Validity**: Depends on local regulations

GDPR requires consent refresh every 12 months. Other regions have different requirements. Always check timestamp freshness.

## Vendor Parameter Structure

vendor_id: "amazon_advertising"
consent_given: true/false
last_updated: "timestamp"

This tracks which advertising vendors users approved. Essential for programmatic advertising.

## Use Case 1: Basic Campaign Filtering

Enable ACS in campaign settings. Set minimum requirement to "granted" status. Amazon filters audience automatically.

Best for: Standard display and search campaigns.

## Use Case 2: Geographic Targeting

Use geography parameter to target specific regions. Combine with consent status for compliant regional campaigns.

Best for: International brands with multi-region campaigns.

## Use Case 3: Purpose-Based Segmentation

Create separate campaigns for different purpose parameters. Personalized ads for users who agreed to `advertising.personalized`. Generic ads for others.

Best for: Maximizing reach while respecting preferences.

## Use Case 4: Retargeting with Consent

Check both consent status and timestamp for retargeting. Only retarget users with recent, valid consent.

Best for: Conversion-focused campaigns.

## Implementation with [Seers AI](https://seers.ai)

Seers AI helps you collect the consent data that feeds into ACS parameters. It ensures your consent collection matches Amazon's requirements exactly.

The platform provides parameter mapping. Your website consent flows directly into ACS-compatible formats.

## API Integration Points

// Pseudo-code for ACS parameter check
if (user.consent_status === "granted" && 
    user.geography in allowed_countries &&
    user.timestamp > valid_date) {
    // Show ad
}

## Parameter Validation

Always validate parameters before campaign launch. Check for:
- Empty or null values
- Expired timestamps
- Invalid country codes
- Mismatched purposes

## Troubleshooting Common Issues

**Issue**: Low reach after enabling ACS
**Solution**: Check timestamp requirements. Old consents might be invalid.

**Issue**: Geographic targeting not working
**Solution**: Verify country code format. Use ISO 3166-1 alpha-2 codes only.

## Advanced Parameter Combinations

Combine multiple parameters for precise targeting. Example: Users in Germany (DE) with granted status for personalized advertising with consent less than 6 months old.

## Monitoring Parameter Performance

Track metrics by parameter values. See which parameters correlate with higher performance. Adjust targeting accordingly.

For comprehensive implementation guidance, visit our [complete ACS tutorial](https://seers.ai/blogs/amazon-consent-signal-for-advertisers/).

Master these parameters to unlock ACS's full potential.