# About CMP ?

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<summary>Why is integrating a consent banner important?</summary>

* **Protecting democracies** > manipulation, fake news, citizen surveillance...&#x20;
* **To protect ourselves** > discrimination: access to health and finance, ethical issues in machine learning, profiling...&#x20;
* **To frame security breaches and data leaks** > identity theft, financial loss, ...&#x20;

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<summary>Impact of poor consent management for publishers?</summary>

**MAIN IMPACT**

* Lower traffic monetization (harder to sell ad spaces without user data + CPMs are lower)

**CONSEQUENCES**

* Loss of revenue for the publisher
* Encouragement of toxic practices in order to generate more traffic and/or more clicks (click-baiting races, enticing headlines, poor content quality...)

**SIDE EFFECTS**

* Decrease in available RTB inventory > increase in CPM/CPC for advertisers
* Reduce ability to allocate revenue to OOH campaigns > shift budget to other channels
* No more spending of advertising budget on (Facebook, Google, ...)

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<summary>Impact of poor consent management for e-merchants?</summary>

**MAIN IMPACT**

* Lower conversion rate (it is more difficult to personalize customer journeys on site as well as off site / via ads)

**CONSEQUENCES**

* Loss of revenue for the website/e-commerce application > competitive disadvantage
* Poor marketing decisions > not able to attribute sales to the right channel

**SIDE EFFECTS**

* Decrease in available RTB inventory > increase in CPM/CPC for advertisers
* Reduce ability to allocate revenue to OOH campaigns > shift budget to other channels
* No more spending of advertising budget on (Facebook, Google, ...)

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