Inspired by our recent webinar in which we discussed Why Consent is becoming one of the most important business KPIs to follow, this article is the second of our 3-part article series that discusses consent as a business opportunity. Welcome to part 2 where we build on what was previously discussed in Consent: An annoyance or a business opportunity? Now that you are aware of the legal side, and of the business opportunities that consent can offer, how can you achieve this advantage with a CMP?
- Why does consent matter?
- Why do we recommend using a CMP?
- What are the benefits of working with a good partner?
- What do our customer results show?
Why does consent matter?
Consent is the main topic of discussion at this time, whether it be from the users’ side who question why their data must be collected, or the enterprises that are in increasing need of their data. Didomi offers solutions to this complicated issue that make this process a lot smoother for both sides. First, we can start with our guidance that will make data collection both easier, more efficient and aligned with GDPR compliance.
Why do we recommend using a CMP?
Our recommendation for maximizing consent collection is using a Consent Management Platform (CMP). The use of CMPs is growing among publishers and it is more simple than it sounds, trust us. Since the GDPR, 80% of the main French publishers have equipped themselves with one. A CMP is a tool used to collect user consent regarding personal data online. It also makes the job of editors a lot easier by recording, storing and retrieving consent, then transmitting it to different partners when appropriate.
Some more good news about a CMP is that it collects consent in a manner that is also very easy to deploy. Once you receive a small piece of the code to deploy on your website or mobile device you will then be able to embed it and, instantly, CMPs start interacting with users and vendors. Not so bad right? All together, It makes the user experience more fluid and the process of consent collection straightforward.
Having a CMP aligns with GDPR regulations
As you know from the first part of this article series, with the GDPR, you can no longer store cookies without first collecting the consent of your users. According to the recommendations of the CNIL in France, for example, companies must allow their users to accept or refuse tracers and cookies at the same time. These recommendations, such as those of the CNIL in France, or the DPC in Ireland, are appearing increasingly in many parts of the world. In one of our last articles where we showed 15 examples of cookie banners, only Waze and Ikea respect these recommendations.
Having a CMP installed permits you to comply with GDPR regulation by allowing the user to consent to all granularities. Sounds good, right? For example, the user has the right to provide consent for each of the purposes or each of the partners. Equally, this serves as a channel to build and strengthen the trust between the company and the user by providing thorough and precise information to and from both parties involved.
What are the benefits of working with a good partner?
Having a partner like Didomi is important to help you maximize your consent rates at any moment. Working with a good partner can provide you with information on what kind of data can work in your specific market and industry. For example, your consumers' demographic information and interests relative to your product or services.
You will also benefit from this partner if they are trustworthy and they make sure all of your user information is accurate by testing it. They will not only guide you through the process of data collection but advise you on what information is the most beneficial to you and your team. Having a partner like Didomi that is specialized in consent is a win-win because it provides you with the information that you need to optimize everything that you set up.
What do our customer results show?
The results show two important points:
Didomi customers using a Consent Management Platform with a pop-in format collect between 90 and 95% of consent rate.
The banner format top/bottom allows publishers to collect a consent rate of 75 to 90%.
When interpreting this data, it should be noted that it is not based on the first screen that the user lands on while clicking on a link. When a user first visits a website, they are not deemed to have consented and therefore no targeted advertising should be displayed. This method allows for more accuracy and allows better reach on your advertising revenues.
What about the results from the In-App environment?
The Pop-In format allows publishers to collect between 80 & 90% of consent rate
The Banner format allows to collect a consent rate of 75 to 85%
The format displaying all the purposes on the first page permits publishers to collect between 65 & 75% of consent rate
With Didomi, you can also try AB-testing:
Another benefit of having a good partner is the testing that they can offer you, for example AB Testing. An AB test allows you to compare consent rates of two groups of user population, the control group and the test group. For instance, your control group will see a pop-in format banner on your website, whereas your test group will see a bottom banner.
What are some of the benefits of AB-testing?
Using AB-testing can allow you to make you two types of banners when it comes to cookie website compliance.
You can easily compare the consent rates and other metrics of the two group populations (control and test group).
This testing can be incorporated to your specific users and/or country of focus and with whomever you are interacting with.
Yes, maximizing consent is complicated but we are here to facilitate this process. Our CMP and our Preference Center allow you to automatically find out what consent you need to collect and for which partner. Do you have further questions? Our Compliance specialist Jéhanne Zkhiri and Content Marketing Specialist Amy Arnell discuss more on Why consent is becoming one of the most important KPIs to follow.
We are a trusted partner on over 160k websites and apps and we are here through every step to optimize your consent collection. Schedule a demo now with one of our experts!