A recent report by Adzerk revealed that more publishers are feeling under pressure to adopt a consent-management platform to be compliant with the General Data Protection Regulation.
Matt O’Neill, General Manager for EMEA at The Media Trust:
“GDPR has disrupted digital advertising from the perspectives of risk, laws, and technology. Not using a CMP is simply not an option. There are more than a hundred CMPs in the market plus numerous home-grown solutions like what The Guardian uses. The technologies and the processes they facilitate are all new and are layered atop an already complex, dynamic ecosystem supported by thousands of technology vendors. It therefore comes as no surprise that we’re seeing all players throughout the digital ad supply chain feeling the pains of change. Moreover, CMPs gather complex information which they then must communicate upstream. At the end of the day, no matter what CMP is used, all players along the digital ad supply must embrace transparency. By doing so, they can prevent any fraudsters from exploiting the consent strings, and they can ensure compliance with the GDPR and a growing number of similar regulations in other sought-after markets.”