The new regulations that regulate data protection are causing companies to adapt their privacy policies to stay within the legal framework and not commit infringements that may have serious consequences. The main issue focuses on Consent Management, or consent management, a fundamental concept with the new General Data Protection Regulation (RGPD), which obliges companies to have users' permission to collect and process their data. personal data.
For this reason, new ideas and tools are emerging with the aim of minimizing the impact of this law on income and online business activity. An example of this is the Consent Management Platform, or CMP (Consent Management Platform), with which publishers can request, receive and store the consent of users. In addition, they will also be able to obtain a list of the main customers and the reasons for which they have collected the information.
From IAB Europe, the largest European online advertising association define the CMP as a manager that collects and stores the purposes of the preferred publishers, and on the other hand, establishes the consent policies of the users through a cookie third-party that is available to all CMPs.
What are CMPs for?
Online businesses collect a large amount of information directly or indirectly in order to target their ads and offer personalized products to users. But now, with the GDPR, they need to clearly obtain the consent of users to obtain and work with that information.
CMPs allow you to quickly obtain user consent and allow advertisers to continue collecting and dealing with information. Using a CMP is a way for websites to show their data treatment policies and users to approve what they think is convenient. For this reason, CMPs are so important, since without one of them that allows us to obtain the consent of the data management, businesses whose main source of income comes from online advertising could be seriously harmed.
How do CMPs work?
The operation of the CMPs is very simple. The editor of a website only has to choose its CPM, configure it and extract the necessary code to include it on their website. From that moment on, the CMP will show a message to the advertisers in which the website consent management will be shown. Then they will make available to their advertisers and Suppliers this information indicating if they can work with that data and what is the way in which they should do it.
After this, the advertisers will go directly to that CMP to obtain the consent data of the users and to be able to carry out the personalized ads that allow them to reach a greater effectiveness to the users.
General Data Protection Regulation