Over the last year, it seems the biggest word that was going around was “consent.”
The biggest driver is the value of the term i the newly implemented General Data Regulation (GDPR).
In order to manage all of those user consents, there is the consent management platform, or CMP for short. (Content management platforms will just have to go back to being called content management systems.)
Even though consent managing systems have come online beginning at least a year ago, a number of the current crop are being built for compatibility with the Interactive Advertising Bureau (IAB)’s new Consent Management Framework.
Right now, there are over a hundred approved CMPs. Announced in March, the IAB Consent Management Framework, is designed to present consent options to visitors of websites (and, eventually, mobile apps), to capture consent about the use of personal data and the authorized vendors, and then to relay that consent profile to relevant ad tech vendors in the ecosystem.
IAB Tech Lab SVP Jordan Mitchell said that his organization “didn’t want to pick winners who would surface the consent screen,” so it hasn’t actually delivered a tech spec for CMPs.