In the lead-up to the implementation of the GDPR on 25th May 2018, you might have noticed a new piece of technology cropping up in the adtech ecosystem: the consent management platform (CMP).

Under the much more stringent requirements of the GDPR, companies are proactively obtaining consent from EU-based users to have their data processed by advertisers and marketers if they are to be, for example, shown targeted advertising on a website.

They are also required to be transparent about any third-parties who rely on that consent in order to process data, to obtain separate consent for separate purposes, and to make it easy for people to withdraw their consent if they so choose.

All of this suddenly makes things a lot more complicated for, say, a publisher who works with a dozen different adtech partners and now needs to individually obtain user consent for each one.

Enter the consent management platform. Typically built on top of the IAB’s GDPR Transparency & Consent Framework, consent management platforms offer publishers a tool for more easily obtaining and managing user consent for data processing. Some are also designed to help publishers monetise users even when they don’t opt in to sharing their data.

To get a better understanding of how CMPs work and allow companies to comply with the GDPR, I spoke to two companies who offer consent management solutions about how their tools work. I also quizzed an adtech expert, BrainLabs CEO Daniel Gilbert, about whether the addition of CMPs to the adtech ecosystem is a good thing for the industry.

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