If there was a contest for the most important word over the last year of marketing and advertising, my money would be on “consent.”
The key driver, of course, is the value of that term in the newly implemented General Data Protection Regulation (GDPR).
To manage all those user consents, there’s now a new acronym: CMP, for consent management platform. (Content management platforms will just have to go back to being called content management systems.)
Although consent managing systems have been coming online since at least a year ago, many of the current crop are being built for compatibility with the Interactive Advertising Bureau (IAB)’s new Consent Management Framework.
Currently, there are over a hundred approved CMPs. The IAB Consent Management Framework, announced in March, 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 told me 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.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.