CMP or consent management platform is a platform or a tool to take consent from the visitor to use his/her digital identity for marketing efforts.

illustrates the extent to which illegal practices prevail, with vendors of CMPs turning a blind eye to — or worse, incentivising — clearly illegal configurations of their systems

Here are the top consent management platforms platforms, with comparisons around look, feel, and functionality.

Another value-add of CMP tech is that it can sniff the user's location and show the prompt just to EU residents. This helps to comply with the law while not intruding on non-EU user experiences.

haven’t consent tools been around for a while? Sort of! Ever since May 2011, when the EU Cookie Directive went into effect, most EU sites have added cookie notification bars to the top or bottom of their pages. This prompted many third-party solutions to pop-up, including WordPress plug-ins and the leading tool from Silktide. These tools are still around, and many sites continue to use them under the GDPR. However, these solutions were built for the older law, and the GDPR is much more specific about requiring explicit opt-in consent. Most of those older tools don't provide this, nor do they integrate with downstream ad partners, paving the way for the more sophisticated CMPs.

Consent Management Platforms (CMPs), an advertising tech tool for collecting user consent and passing that data to downstream ad partners

publishers may choose to act as a CMP