Current legislation requires publishers to obtain informed consent for the use of cookies or other tracking technologies.

This consent must specify the purpose of the data processing, the length of time the data will be stored and processed, the identity of the company processing the data, and its privacy policy.

With the advent of programmatic advertising, the number of tracking technologies has multiplied to such an extent that it is practically impossible to list them manually and with prior knowledge.

With the introduction of GDPR, requirements were harmonised at European level, and IAB Europe (Internet Advertising Bureau) developed a standard framework, the TCF (Transparency and Consent Framework).

It provided technology, publishers, and advertisers with a standard for collecting and transferring user consent throughout the supply chain. This led to the creation of CMPs (Consent Management Platforms).

CMPs collect, manage and transfer users’ consent to the use of their personal data in a standardised way, giving users greater control over their data and enabling them to make informed decisions about how their data is used by third parties.

A CMP consists of
Consent window
Configuration panel
User consent records

In summary, if you monetise your ad space (across web, apps, and TV where applicable) using different technologies that are programmatically connected to other technologies, you need a Consent Management Platform (CMP) that can collect and deliver consent in a standardised way.

This will help you comply with regulations and make your inventory more profitable, as platforms (SSPs, networks…) require publishers to send the user’s consent string.

Are you managing user consent correctly and using the right solution?