# User consent

> Manage user privacy and data compliance in Unity Ads. Use custom consent flows with developer APIs to comply with global privacy frameworks.

Learn about user consent, why it matters for privacy compliance, and understand what this means for implementing a privacy solution.

[User consent communication in Unity Ads](/ads-android/4.19.0/privacy/developer-consent/consent/consent-communication.md): Understand what user consent means and how consent communication works with the Unity Ads SDK.
[Contextual and personalized ads](/ads-android/4.19.0/privacy/developer-consent/consent/contextual-personalized-ads.md): Learn the difference between contextual and personalized ads, and how user consent determines which type of ads are shown.