Publisher’s guide: How to manage user consent in the regulatory era
Not too long ago, third-party vendors could gain access to publisher data of many kinds, from clicks on ads to newsletter and email opt-ins — and all with minimal user awareness. Now, Europe’s GDPR and California’s Consumer Privacy Act (CCPA) — not to mention the demise of third-party browser cookies — have changed everything.
Regardless, to sustain and grow ad revenue and audience engagement, publishers will always need user data. Consent management is a system geared toward swiftly collecting and recording user consent without running afoul of regulations — and it has rapidly grown in prominence over the past few years. Publishers and advertisers are now using a variety of techniques and technologies to secure consent.
In this new guide, you’ll learn:
- How publishers and advertisers are using technology to automate consent management
- How professionals are applying consent management tools to first-party data collection as cookies fade
- How industry professionals are adapting to the IAB’s new “TCF v2.0” consent framework
- How publishers are using “preference management” — a subset of consent management — to audit and record user consent choices
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