A consent management platform, abbreviated as a CMP, is a technological tool designed to collect, record, and verify users’ consent regarding personal data. In addition to managing consent, a CMP can facilitate the transfer of these authorizations to all relevant partners, such as service providers who have integrated data collection tools into their applications. This transition of consent management from a CMP applies to various procedures, including obtaining authorizations, accessing data, and documenting the consents obtained.

The emergence of the CMP is a direct consequence of new obligations defined within the framework of personal data protection and results in increased automation and standardization of processes that already existed but were less formalized. The functionalities of a CMP can be integrated into broader platforms such as customer relationship management (CRM) tools or other similar solutions. It’s worth noting that the concept of a CMP shares similarities with that of opt-in, a term long used in the email marketing field.

To illustrate its usefulness, a CMP specializing in drive-to-store and geolocation can be presented to publishers, as demonstrated by a debate organized by EBG on CMP solutions. Furthermore, using a CMP to manage consent messages on partner sites of an advertising network provides a concrete example of its application. Dedicated management interfaces and demonstrations of CMP functionalities are also available, highlighting the growing importance of CMP compliance with the General Data Protection Regulation (GDPR).