About CMP ?

Why is integrating a consent banner important?

• Protecting democracies > manipulation, fake news, citizen surveillance...

• To protect ourselves > discrimination: access to health and finance, ethical issues in machine learning, profiling...

• To frame security breaches and data leaks > identity theft, financial loss, ...

Impact of poor consent management for publishers?

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, ...)

Impact of poor consent management for e-merchants?

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, ...)