Obtaining consumers' consent to be tracked under GDPR has delivered two new pieces of jargon for marketers and publishers: CMP, which stands for "consent management platform," and regtech, short for "regulation technology."
Outfits such as Evidon are providing publications with CMP tools to get and organize the permissions required by GDPR. A CMP is considered regtech.
But the regtech and CMPs that publishers have broken out since the EU's General Data Protection Regulation took effect last Friday vary widely. Some publishers provide an easy way to opt out of being tracked. Others ... don't. And one offers an ad-free, no-tracking version of its subscription (for a higher price).
Most CMP's attempt to make managing consent fairly straightforward, with most offering an option to simply toggle which companies can and cannot use their data. ESPN has an easy-to-use consent tool for European visitors. Wired, on the other hand, provides an experience that's more on par with trying to cancel a gym membership.
What is and isn't in violation remains unclear. Here, we look at several publishers who are all handling consent under GDPR differently.
It then provides an email address where people can send their requests. The experience was similar at other publications owned by Wired parent Conde Nast.
Conde Nast did not respond to a request for comment.
In fairness, nothing in GDPR says a publisher's solution must be elegant, and the regulation only took effect last week.
"The law didn't say publishers must carve their approach in marble," Jay Seirmarco, senior VP of operations and legal affairs at Pixalate, says. "The first phase was compliance, so they may be offering a compliant solution and taking a wait-and-see approach to see how everything shakes out."
A better experience and a paid experience
Oath-owned Yahoo, meanwhile, does offer an elegant solution. EU citizens who visit the website are promptly greeted with an option to manage cookies and tracking preferences. They are then shown a page where they can toggle their approval on and off for each company that might handle their data.