A consent management platform (CMP) is the process or system that administers and obtains the consent of the users of a website to hold personal data about them.
Originating in the medical industry where systems needed to be developed to allow users to have control over their medical records, the use of consent management systems has accelerated in recent years due to the introduction of the General Data Protection Regulations (GDPR) in the European Union and the California Consumer Privacy Act (CCPA) in 2020. More territories have similar legislation under consideration.
The general idea with both pieces of legislation is that all users must give express consent that data collectors can hold their personal data, and they must be told why it is needed and how it will be used. They must also be given the ability to view the data held, and they can withdraw this consent at any time.
A CMP keeps track of users that have agreed to this policy, which can be re-confirmed periodically rather than on every website visit. Some CMPs also track consent rates and other statistics.
While CMPs only apply to users based in the territory covered by the respective legislation, it is a good idea for all publishers to implement some consent policy to future-proof themselves and also keep open all possible revenue channels (you don’t want certain advertisers to be prevented from bidding on impressions just because you don’t have consent management in place.
MonetizeMore’s in-house CMP is called PubGuru Data Guard.
The consent rate (the percentage of users that, when shown a dialogue box asking for consent to use their data, agree to give that consent) varies from publisher to publisher and from territory to territory. We have seen 85-90% rates consistently, with some publishers getting more than 95%.
When running PubGuru DataGaurd, publishers can also see how many users consented, the percentage of EU and non-EU traffic they received as well as the pop-up CTR in our Data Privacy Report. See the image below for an example:
Continue to improve the quality of the site and its usability, which will increase its standing. As your links get shared more and more, trust levels will increase. Personal recommendations like this will be much more likely to elicit positive responses to the consent management pop-up.
You can also look at changing the design of the pop-up. Make it fit the site in terms of design, add a logo, and make all the text clear and obviously personalized to your site. This encourages the user to consent, as it shows engagement. PubGuru Data Guard also allows these options.
We discuss testing PubGuru Data Guard over here: https://www.monetizemore.com/blog/how-properly-test-pubguru-dataguard-gdpr-consent-management/.
Data privacy isn’t something that is going away soon. You need a reliable CMP that works and actually helps you get users to consent so that you can show them targeted ads. Let MonetizeMore help with PubGuru DataGuard and take care of all your consent management platform needs. Sign up today!
Kean Graham is the CEO and founder of MonetizeMore & a pioneer in the Adtech Industry. He is the resident expert in Ad Optimization, covering areas like Adsense Optimization,GAM Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.
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