User privacy has become a central pillar of building brand trust and audience engagement. The rapid expansion of privacy regulations, rising consumer awareness of how their data is being used, and evolving technologies that use data to provide personalized experiences mean marketers must find the right balance between effective, data-driven campaigns and responsible data stewardship.
At the heart of that balance lies the Consent Management Platform (CMP). Here we discuss what CMPs are and the value they offer marketers. But before we do, let’s briefly review what’s happening in the data privacy landscape right now that is contributing to the elevation of CMPs as a critical part of a marketer’s tech stack.
The Evolving Privacy Landscape
Over the past decade, the privacy landscape has changed dramatically. Europe set the precedent with the General Data Protection Regulation (GDPR) in 2018, compelling organizations to prioritize user consent and transparency. Since then, the 2020 California Consumer Privacy Act (CCPA) has spurred a wave of new state-level privacy legislation in the US. Today, more than 20 states have enacted privacy laws – with more to come – and litigation around data privacy is at an all-time high.
How Does Data Privacy Impact Marketers?
If you have a website, you’re most likely collecting personal data from visitors through cookies and other tracking technologies, whether you’re explicitly aware of it or not. So, it can be challenging to identify and keep up with all the various ways that data is being collected through your site.
But it’s critical to understand and stay on top of data collection because:
- User awareness and demand for privacy are rising.
- Third-party cookies will eventually (really … someday) be phased out, making first-party data and consent-driven strategies more important.
- Compliance failures can result in legal penalties and erode consumer trust.
So, respecting data privacy and maintaining compliance with privacy laws is critical, but doing so also presents an opportunity: brands that embrace privacy as a core differentiator experience higher customer retention and stronger brand loyalty.
How exactly, though, can marketers stay on top of online data collection and evolving privacy laws when their plates are already overflowing?
Enter CMPs.
Read Navigating the Changing World of Data Privacy in Marketing for a deeper dive into the importance of and recent trends in data privacy.
What Is a Consent Management Platform (CMP)?
A Consent Management Platform is a software solution designed to help organizations collect, manage, and document user consent for processing personal information, especially when it comes to website cookies and online tracking.
Core Features of a CMP
- Website scanning to automatically detect cookies and tracking scripts used on your website.
- Online consent/cookie banners that adapt to a user’s region and legal requirements.
- Location-based rules for compliance in different states and countries – all of which have different privacy laws and standards.
- Data organization for streamlined data privacy preference management.
- Audit trails for legal verification and compliance documentation.
Popular CMPs include Termly, OneTrust, Cookiebot, and Iubenda – each offer unique features to fit different operational needs.
An example of a cookie consent banner.
The Value of Consent Management Platforms for Marketers
Regardless of which consent management platform you use, the purpose remains the same: empower users, simplify compliance, and build trust. And for marketers, what’s not to like about that?!
CMPs offer:
1. Compliance Without Complexity
Regulations like GDPR, CCPA, and a growing list of state and global standards require marketers to respect user consent around data collection. CMPs automate much of the work, such as:
- Dynamic, region-specific consent prompts.
- Documentation and records for audits.
- Automatic updates as laws evolve.
With CMPs, compliance is manageable and allows you to quickly adapt to constantly changing regulations.
2. Building Trust Through Transparency
Privacy isn’t just about legal risk – it’s also about brand perception and value. CMPs give users clear, transparent control over their data, including:
- Easy-to-read cookie banners (no legalese!).
- Ongoing options to update preferences.
- Immediate feedback on privacy settings.
Brands that are transparent about privacy signal respect for their users, and research shows this drives higher engagement, loyalty, and retention.
3. Operational Efficiency and Flexibility
CMPs centralize the management of user consents and preferences, which is especially valuable for organizations with:
- Multiple websites or channels.
- Cross-domain user journeys (web, mobile, app).
- Regional or global audiences with varied legal requirements.
Automation removes manual errors, saves time, and allows marketers to focus on strategy, not compliance paperwork.
4. Gaining a Competitive Edge
Marketers who move quickly to implement CMPs will stand out as privacy leaders in their space, offering:
- Better customer experiences built on trust.
- Stronger brand differentiation in crowded markets.
- Faster adaptation to regulatory or platform changes (like Google Cookie deprecation and Consent Mode shifts).
Key Considerations for Choosing a Consent Management Platform
When evaluating CMP options, marketers should look for:
- Seamless integration with analytics and ad platforms
- Customizable cookie banners and prompts for various regions
- Comprehensive reporting and audit trails
- User-friendly interfaces for both end users and marketing teams
- Automatic updating to keep up with privacy laws
Pro Tip: Always consult with legal counsel before selecting a CMP to ensure it meets your organization’s data privacy needs.
Today, CMPs have become an essential, strategic part of every marketer’s toolkit. They transform privacy from a roadblock and just one more thing on the ever-growing to-do list into an advantage – enabling compliance, building trust, and supporting more responsible, effective marketing.
If you need help selecting the right CMP for your organization, we’ve explored nearly every option on the market and can help you make the right choice. Don’t hesitate to reach out to us for guidance!