The introduction of the GDPR in May 2018 had a dual business and legal impact for media sites, particularly due to user consent for data collection and processing.
Significant disruptions to programmatic exchanges (e.g. Google's sudden discontinuation of the purchase of certain inventories) occurred among players that weren't able to convey valid consent signals. Furthermore, after the publication of the IAB Framework to standardise the collection and transmission of consent in a programmatic environment, many vendors came under pressure from their technology partners to quickly implement a consent management platform (CMP) that complies with the framework.
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