Leading Consent Management Platforms (CMPs) That Encourage Privacy-Focused Marketing

We are in a constantly evolving digital world, where every click, scroll, and interaction on a website is a potential goldmine of data.

But with great data comes great responsibility. Third-party cookies have long been a key tool in marketing, but they’ve struggled to manage user data collection and distribution responsibly.

After a delay of almost four years, Google finally scrapped its initial decision to deprecate third-party cookies. Instead, the tech giant introduced a new approach that allows users to make an ‘informed choice’ across their web browsing experience.

However, despite this change, data deprecation continues to advance, independent of Google’s actions, according to a recent Forrester report. The report also highlights renewed discussions around a potential US federal privacy law and the proactive steps consumers are taking to safeguard their privacy.

It is also important to note that Google’s recent decision to retain third-party cookies doesn’t lessen the need for Consent Management Platforms (CMPs). Although the focus may shift, CMPs remain vital as your digital safeguard, helping you to:

a. Block non-essential cookies and other trackers until user consent is obtained.
b. Implement strict user privacy controls, fostering transparency between businesses and their customers.
c. Strike a balance between gaining valuable insights and maintaining strong privacy standards, ultimately enhancing customer trust.

In this blog post, you will learn in detail what a Consent Management Platform is, how it works, and which platform you should invest in.

Let’s begin!

What is a Consent Management Platform (CMP)?

The need for using a Consent Management Platform (CMP) arises because users want to engage with businesses that respect their privacy and clearly explain how their data is used.

Also, data privacy regulations have become more stringent. Therefore, businesses have to respect users’ privacy preferences by informing them about data collection, usage, and sharing practices.

In a nutshell, consent management platforms help you:

a. Simplify the legal guidelines set by global privacy laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

b. Stay compliant with your privacy policies and regularly update them, implementing data processing activities that honor customers’ preferences.

How Does a Consent Management Platform Work?

Implementing a robust CMP is not only essential to navigating today’s privacy regulations but also crucial to prioritizing user consent and fostering stronger relationships with your audience.

A CMP also serves as the cookie manager for your website by displaying cookie banners that ask users for their consent to data collection and usage.

It allows the users to modify the particular data they permit the website to collect. A CMP tracker doesn’t start its operation until the user has given consent instead it blocks any possible scripts from running and using sensitive user data.

Take a look at what your consent management platform should ideally do –

a. Consent Collection – The primary role of a CMP is to facilitate user consent collection. It allows you to display a cookie banner that gathers valid user consent in line with regulations, including detailed consent options and an easy way to revoke consent.

b. Consent Management – A CMP automatically detects and blocks cookies until user consent is given. It continuously scans and updates your site’s cookie list to ensure ongoing compliance.

c. Consent Signals – A CMP captures users’ consent preferences and communicates them to third parties and vendors involved in data processing, such as Google Analytics and ad vendors.

d. Proof of Consent – After consent is collected, a CMP securely stores it in a centralized repository. This serves as proof of compliance during regulatory audits.

e. Privacy Law Compliance – Beyond managing third-party cookies, a CMP must ensure ongoing compliance with data privacy laws like GDPR and CCPA, even as these regulations evolve.

f. Build User Trust – Transparency and giving users control over their data are crucial for building trust with your audience. A CMP should be able to support this by providing clear and easy-to-understand cookie consent options.

g. Maximize the Value of First-Party Data – A CMP should ideally help you ethically manage consent for collecting and utilizing first-party data so that you can maintain customer trust while gaining valuable insights about their behavior.

Which are the Leading Cookie Consent Management Platforms You Can Opt For?

#1 OneTrust

OneTrust offers consent management for websites, apps, OTT, and connected TV channels. It is an expansive cloud, private cloud, or on-premises CMP with highly comprehensive features such as –

a. ESG Reporting & Data Mapping
b. Assessment Automation & Compliance Management
c. Configuring Cookie Consent Banner, Preference Center, & Geolocation Rules
d. Integration Capabilities With Various Website Platforms
e. Customization Options for Consent Banners to Match Brand Identity
f. Real-Time Reporting and Analytics for Compliance Monitoring

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Legal Compliance: OneTrust has a centralized repository to collect and save customer communication preferences to help businesses stay compliant. This CMP software also helps companies stay compliant with the latest privacy laws and utilize self-service audit logs. OneTrust is ISO 27001 certified and GDPR compliant, which allows individuals to exercise full control over their data.

Core Advantage: OneTrust includes cookie consent tools, website cookie scanning, and cookie autoblocking functionality. Integrating OneTrust with your website or apps can be a lengthier implementation process due to the sophisticated nature of its features.

Pricing: OneTrust doesn’t explicitly disclose its pricing plans. However, its yearly contract size range is said to be somewhere around USD 50,000. Factors like the number of domains and modules to be implemented further impact the price range.

#2 CookieYes

CookieYes is an all-in-one cookie consent management platform for businesses, also available as a plugin in various marketplaces. It offers a customizable cookie banner through an intuitive user interface that can be tailored to meet your branding requirements.

It helps you categorize cookies based on cookie types like necessary, analytics, functional, and targeted. This CMP allows you to use an in-built mechanism to block third-party cookies such as Google Analytics, Facebook pixels, and Hotjar.

However, the features offered by this consent management platform might seem limited to some users since the platform is in the early stages of development. Exceptionally large websites with high traffic volumes may need to upgrade to higher-tier pricing plans leading to an increase in the set budget.

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Legal Compliance: CookieYes enables you to prepare a Consent Log to document the user’s IP address, country, and the timestamp when the consent was given. CookieYes also comes with easy-to-install widgets and consent banners and is compatible with WordPress and Shopify. Moreover, this CMP provides readiness and support for global privacy laws such as GDPR and CCPA.

Core Advantage: CookieYes has a simple and easy-to-access user interface, making it straightforward for businesses to navigate. It allows users to customize the consent banner per the website design and appearance. The customer support team at CookieYes is responsive and provides thorough assistance to their customers.

Pricing: They offer a range of flexible pricing options categorized under ‘Basic’ (USD 10/month), ‘Pro’ (USD 20/month), and ‘Ultimate’ (USD 40/month).

#3 Usercentrics

Usercentrics is an EU-based CMP available in over 180 countries. As a Google-certified CMP, Usercentrics meets Google’s compliance requirements, including the EU user consent policy. It ensures compliance with major global privacy regulations for websites, apps, and connected platforms.

Usercentrics CMP offers extensive integration options with popular marketing tools, workplace apps, and platforms such as Google tools, HubSpot, and Mailchimp. It also collects consent for services like YouTube, social plugins, Google Maps, and other social media platforms.

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Legal Compliance: Integrating Usercentrics’ consent management allows customers to start collecting and managing end-user consent. This will ensure you stay compliant with current and future data protection regulations such as the:

a. General Data Protection Regulation (GDPR)
b. Digital Markets Act (DMA)
c. Brazilian General Data Protection Law (LGPD)
d. California Consumer Privacy Act/California Privacy Rights Act (CCPA/CPRA)

Core Advantage: Usercentrics offers multi-level account and permissions management to help enterprises enhance security and resource allocation. It also provides solutions for preference management, data subject access requests, and server-side tagging services, facilitating advanced integration with marketing systems.

Pricing: Usercentrics has pricing plans starting from EUR 50/month for one domain. They have pricing tiers for the number of sessions and also offer a 30-day free trial.

#4 Cookiebot

Cookiebot is a Google-certified CMP that ensures compliance with Google’s requirements for third-party data collection, including the EU user consent policy. Cookiebot has also become part of Usercentrics’ data privacy and consent management platform since March 2022.

Being Usercentrics’ plug-and-play SaaS system, Cookiebot offers automated scanning of cookies and tracking technologies for websites.

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Legal Compliance: Cookiebot CMP enables compliance with the following privacy laws:

a. EU’s General Data Protection Regulation (GDPR)/Datenschutz-Grundverordnung (DSGVO)
b. ePrivacy Directive
c. Transparency & Consent Framework (TCF) 2.2
d. Brazilian General Data Protection Law (LGPD)
e. South Africa’s Protection of Personal Information Act (PoPIA)
f. California Consumer Privacy Act/California Privacy Rights Act (CCPA/CPRA)
g. Virginia Consumer Data Protection Act (VCDPA)

Core Advantage: This consent management platform performs regular scans of your website to identify all cookies and trackers, streamlining the process for website owners. Its cookie declaration feature automatically updates your website’s privacy policy with data processing services and populates the consent banner for detailed user notifications. All cookies are blocked until explicit user consent is given.

Pricing: This CMP offers multiple paid pricing plans depending on the size and complexity of a website; you can choose whichever fits your compliance needs and budget. The smallest paid plan starts at EUR 12 per month per domain. It also offers a free plan to websites with fewer than 50 subpages. Additionally, new signups receive a 14-day free trial to explore all the features of the CMP.

#5 Piwik PRO

Piwik PRO is a web, mobile, and product analytics software that allows organizations to maximize user data collection, analyze the entire customer journey, and draw valuable insights.

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Legal Compliance: The platform is ISO 27001 certified and seamlessly integrates with your tech stack, ensuring a steady stream of data. It also complies with the following state and global privacy regulatory laws:

a. General Data Privacy Regulation
b. Brazilian General Data Privacy Law (LGPD)
c. California Consumer Privacy Act (CCPA)
d. Personal Data Protection Bill
e. Privacy Bill Initiative
f. New Zealand Privacy Bill

Core Advantage: Piwik PRO Consent Manager focuses on user privacy and data security, which makes it an integral part of Piwik PRO Analytics Suite.

Developed by AdTech and MarTech experts, this suite is centered around analytics and consists of Tag Manager, Consent Manager, and Customer Data Platform.

Pricing: Their pricing models are categorized under ‘Core’ and ‘Enterprise’ plans. The ‘Core’ plan includes three modules i.e., Analytics, Tag Manager, and Consent Manager.

Under the ‘Core’ plan, 0.5M monthly actions are free with the option to add up to 5 million actions through paid add-ons. In the ‘Enterprise’ plan, you can have up to 4 modules i.e., Analytics, Tag Manager, Consent Manager, and Customer Data Platform. It has a tiered pricing system ranging between 2M to 4B monthly actions, starting from EUR 10,995 /year.

How to Choose the Right Consent Management Platform?

While selecting a consent management platform, you should look for the following features –

a. Verify whether your preferred CMP complies with the relevant privacy laws like GDPR (EU & UK), CCPA/CPRA, PDPA Singapore, CDPA (Virginia), etc.

b. Select a CMP that is easy to implement and supports integrations with any website builder and tag management system.

c. If you’re using Google publisher products, ensure that you use a Google-certified consent management platform to continue serving personalized ads in the EEA and UK.

d. Adopt a CMP that complies with the TAB Transparency and Consent Framework version 2.2 or TCF v2.2 to protect your ad revenue and show personalized ads in the EEA and UK.

Key Takeaway

Consent is a pivotal part of modern privacy compliance. Given increasing privacy concerns, businesses should ensure that their websites collect user data via cookies only after users have selected the ‘Allow Cookies’ option.

Consent Management Platforms (CMPs) enable better compliance that aligns with your business needs to ensure ethical data practices are in place. In case your website doesn’t use cookies, implementing a CMP won’t be necessary unless you use:

a. Analytics tools such as Google Analytics 4
b. Advertising tools like Facebook Pixel, Google Ads, etc
c. Third-party plugins that set cookies on social media or eCommerce websites

Need Help Implementing a Consent Management Platform? Talk to Us!

References

1. CMPs Pricing
2. Piwik PRO Pricing