Consent Management Platform (CMP) and Google’s CMP Solution for Beginners
Publishers need to use CMP! But why? How? And what is that?
What is CMP/ Why do publishers need it/ Google CMP (Funding choices) / How to integrate etc?
Introduction
The importance of data is getting more and more critical each day. Thus, local companies, global companies, huge tech companies, and even governments would like to hold and manage the data. In this article, the wording “data” is referred to personal information that identifies users’ online behavior. It is not a secret that a large part of the collected data is used in the advertising industry. Mostly, ad tech companies utilize users’ data to provide a more relevant and advanced ad experience through personalization. Because proper ad targeting is one of the most critical things for advertisers, they tend to spend more money on the right personalized ads. While predominantly the ad industry is rising over the data, this situation has become a necessity for various legal arrangements. To protect users from unpermitted data collection and/or procession, some regions have made strict regulations.
General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) are two of the most popular regulations that are designed to give control and transparency to users’ personal information. After these regulations, with the increase in users’ control over their personal information, it has become crucial for publishers to obtain users’ consent to use them. This is where CMP (Consent Management Platforms) comes into play…so what is it, and what usage CMPs provide?
Consent Management Platforms (CMP)
A Consent Management Platform (CMP) is a tool used by publishers to procure consent from users to collect and process their data via cookies. Publishers have to inform users about which technologies are used on the website and get clear consent to use personal data with these technologies. One of the most crucial things is that users have to have the ability to opt out of technologies to which they would not like to give their consent. The main purpose of using CMP is to legalize the data usage of visitors. So, with the CMP integration, publishers can have legally proper usage for data regulations (GDPR, CCPA, LGPD, etc.). Also, publishers can show personalized ads if visitors give consent to the usage of their data. Thanks to the usage of data, publishers can sell their ad inventory with higher CPM(Cost per Mille) because generally, advertisers would like to target their potential customers as detailed as possible and they do not hesitate to spend their budget on targeted ads. data = identifier, … , …
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CMP Solutions
Whenever the technology, revenue, and legality come together, the first thing we do is google the solution. If you google “Consent Management Platform” you will witness that your options are fairly abundant. I will try to sum up what they have in common here.
[SCREENSHOTS(?)]
When publishers decide to integrate a CMP on their website, they need to contact a CMP company and follow the necessary steps depending on the CMP partner. Processes usually take place like:
CMP generates a script for publishers to integrate into their website.
The company gives a free trial period to publishers to show its capabilities and services.
CMP charges publishers depending on which services they would like to use.
[DIAGRAM(?)]
Publishers need to use a CMP solution, especially the ones who would like to publish ads on their websites. If publishers need more granular and easy-to-track data about their visitors, that would be a useful solution for them to find a CMP partner whose main focus is CMP service. These kinds of CMPs can provide extra benefits like:
Detailed information about individual visitor behaviors via Personally Identifiable Information (PII).
Dashboard to make data collection analysis based on your -as a publisher- KPIs.
Data Subject Access Request (DSAR) platform to track DSAR operations.
Automate a system that runs a questionnaire for users whose personal data may be risky to process for Publishers.
CMP Solution of Google (What google offers) (what we offer?)
Apart from other CMP companies, Google has its own CMP service inside Google Ad Manager, Adsense, and Admob products. Publishers do not need an extra code integration or any specific necessities to implement on the website while using Google’s CMP service (formerly Funding Choices). If there is a Google Publisher Tag (GPT) implemented on the website and after activating the related regulation’s message in the Google platform, publishers can take the advantage of using Google’s CMP services and be sure their website is compliant with the data regulations such as GDPR, CCPA, LGPD, etc.
d.1. GDPR / Europe
Visitors from EEA countries and the UK are subject to GDPR and need to give consent website to collect and process their data. Thus, while using Google’s CMP service, they see screens like the figures below. (yayıncılar almak zorunda, kullanıcılar vermek zorunda değil)
Consent messages can be edited according to the website, so publishers can call out their visitors to get their consent.
The logo of the Publisher can integrate into the message and colors can be adjusted like the concept of the website.
Publishers can select default and additional languages of GDPR messages from 24 supported languages, so messages can be displayed depending on the language of the user’s device. The only necessity to publish a GDPR message is that a website needs to have a privacy policy URL such as archonph.com/privacy-policy. In this URL, the publisher needs to give information to visitors about data storage, data usage processes, and data regulation processes. With a quick search, easily integrated tools to create a privacy policy for publishers can be found by publishers.
d.2. CCPA / North America
The scope of the California Consumer Privacy Act (CCPA) is stated in 2018 and its necessary regulations are validated in January 2020. Also, with the agreement called California Privacy Right Act (CPRA) in November 2020, the scope of CCPA has expanded.
CCPA’i GDPR’dan ayıran elementler şunlardır:
According to CCPA, publishers have to give an opt-out option not to sell state of California citizens’ personal information. An example from the Google CMP integration which meets the requirements can be seen in the figures below.
If the user clicks on the “Do Not Sell My Personal Information” button in the first figure, the second figure comes into the user’s screen. CCPA integration can also be edited like the GDPR one. In other words, the consent message, color, and logo can be changed depending on the publisher. Because most California citizens know English and/or Spanish, the CCPA message supports these 2 languages.
d.3. LGPD / Brazil
The Lei Geral de Proteção de Dados (LGPD) is a data regulation applied in Brazil and legalized in August 2020. LGPD has mostly the same criteria as GDPR so, there is no different customization option for LGPD in Google’s CMP solution. Also, if a GDPR message is activated on a website, LGPD is activated as well.
Conclusion
The Digital Advertising industry has dynamics that are updating each passing day, and the regulations on data ownership/usage are probably the most important of these. Staying up to date with these regulations is laborious work for publishers, so it is a good option to work with a partner who can solve these problems for them. As mentioned in this article, there is not just one proper solution to comply with the data arrangements. Depending on the needs of the publishers, the service that they should use changes. At this point, Google’s CMP solution is one of the easiest and most functional solutions for many publishers.
As a part of the advertising ecosystem, in Archon PH, we are working on staying up to date in all areas of the industry. Of course meeting with the legal regulations is one of our priorities. Thus, we try to find the optimum solution for data regulations and guide each publisher individually. As mentioned in this article, there is not just one proper solution to comply with the data arrangements. Depending on the needs of the publishers, the service that they should use changes. At this point, Google’s CMP is one of the easiest and most functional solutions for many publishers. Activating Google as a CMP is one of our default services for our publishers in Archon.
