Consent Management Platform: What Is It And Why Every Publisher With EU Traffic Should Have One?

Consent management platform for publishers

GDPR


The General Data-Protection Regulation (GDPR), which came into effect on May 2018, tightened Europe’s already-strict laws about what companies can do with people’s data and forces them to justify everything they do with it.

This great initiative, giving people more control over how the information is collected and used, proved difficult for companies within all industries that have had to adjust their businesses to become fully compliant with the new law.

Every company that collects, processes, or shares the data of EU users with other entities for further processing needs to understand what’s happening around the data in their environment, find the key data touchpoints, and make necessary adjustments.

It might sound quite easy at first, but the GDPR’s requirements aren’t exactly straightforward. They leave a lot open to interpretation, especially in the advertising industry.

The two main decisions every publisher needs to make when lawfully serving data-driven targeted ads are:

  1. Whether to support the explicit-consent or legitimate-interest approach.
  2. Choosing the consent-management platform (CMP).

Whether publishers support explicit consent or legitimate interest, they still need to fulfill the information obligation to their users. As well, they need to be able to send confirmation to the buyers (DSPs) that they have collected all consents lawfully.

  • Who is the administrator of your data?
  • Why is my personal data processed?
  • How long will you process my data?
  • What are my rights regarding the collected data?


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If the above requirements have been met, publishers can display targeted ads to their users. The easiest way to kill two birds with one stone is to have a CMP on the site.

If a publisher supports legitimate interest, the only thing a CMP will be used for is to transfer consent signals to the DSP, but if they decide to gather explicit consent from their users, it can also be used as a tool to display the purposes of processing and all entities allowed for further processing. You can find the list of available CMPs here.

To support our publishers in gathering explicit consent from their users, Yieldbird registered its own CMP under ID: 238.

Bartłomiej Oprządek

Karol Jurga

Chief Revenue Officer

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