Publishers are gravitating toward consent-management platforms in order to maintain compliance with the EU General Data Protection Regulation, Digiday reports. For the month of August, 31 percent of publishers in the U.K. and 27 percent in the U.S. reported using CMPs, with both regions seeing double-digit increases from July. Publishers and ad-tech vendors are finding their consent strings are more valuable when there is information backing up how consent was acquired. “The speed of [CMP] adoption demonstrates that publishers understand having GDPR-compliant consent is vital to their future in a post-GDPR world,” Quantcast Head of Product Somer Simpson said. “Equally, advertisers need to know whether the audiences they are targeting have consented and typically find those audiences to be more valuable.” Editor's Note: The IAPP recently updated the Privacy Tech Vendor Report, which includes consent-management solutions.
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