Data governance is a top priority for most digital marketing customers today. Given that, customers need control over the data that gets forwarded to AAM from Adobe Analytics. Implementing the [cm.ssf] context variable gives our customers the power to flag Analytics hits that should not be forwarded to AAM. Let’s discuss a couple of use cases where the [cm.ssf] context variable has been used as a solution.User consentThis use case was related to GDPR and user consent. If a site visitor has not p...