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The Four Pillars of Consent Management

Charles Briens
Charles Briens
3 min read
Posted on November 02, 2023
The Four Pillars of Consent Management

As nearly as long as people have engaged with online content, organizations and governments have sought to protect user privacy. For publishers, the enaction of the General Data Protection Regulation (GDPR) in 2018 marked a new era.  

Today, navigating and complying with ever-evolving privacy regulations is more complex than ever. For instance, publishers must consider an ever-growing number of regional regulations, such as the California Consumer Privacy Act (CCPA), as well as standards established by organizations like the IAB (with TCF v2.2) and those set forth by tech providers like Google. 

Now, publishers with users in the European Economic Area and the United Kingdom are facing another deadline: integrate a Google certified and TCF v2.2 compliant Consent Management Platform (CMP) by January 2024, or risk losing ad monetization with Google. As such, finding a solution that balances user privacy, publisher needs, and monetization goals is paramount.

What does that mean? Let’s dive in and explore the four pillars of consent management. 

1. Free Access 

CMPs should be accessible to all, without financial barriers. Offering CMPs for free not only encourages organizations — especially smaller publishers with limited resources — to prioritize and comply with privacy regulations, but it also cultivates a culture of respecting user consent and data privacy across the digital landscape. This accessibility should set a standard for the industry, encouraging uniformity and transparency in managing user consent. 

2. Future Readiness 

Staying ahead of the ever-evolving landscape of privacy regulations is crucial. Whether it's compliance with the upcoming Global Privacy Platform (GPP) framework, the Digital Personal Data Protection Act (DPDPA) in India, or other emerging regulations, consistently adhering to these standards is paramount to futureproofing your business. This not only ensures compliance, but it also unlocks greater advertiser demand, resulting in increased monetization potential, higher fill rates, and eCPMs.  

3. Flexible Customization  

An effective CMP must empower publishers with the flexibility to tailor consent management according to their specific needs. This encompasses customization options to reflect their brand identity, which guarantees a seamless user experience and, consequently, optimizes and maximizes consent rates. 

4. Easiness of Implementation 

Simplicity in implementation is key. Publishers often handle multiple SDKs, necessitating a streamlined process that doesn’t consume excessive time or resources. The set-up process should be composed of just a few straightforward steps, offering publishers the reassurance that compliance can be swiftly and effortlessly achieved.

Looking Ahead

The many challenges faced by publishers in adapting to privacy regulations require a CMP that is accessible, futureproof, offers flexible customization, and is easy to implement.  

At InMobi, we firmly uphold these four pillars, recognizing their vital role in empowering publishers to navigate the complex landscape of user privacy while ensuring successful monetization strategies.  

To discover more about InMobi’s CMP, please visit https://go.inmobi.com/inmobi-choice/.

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