The California Consumer Privacy Act (CCPA) went into effect on January 1 and on July 1 enforcements will begin. We wanted to revisit this issue since we last wrote about getting your site ready for CCPA, and other state legislation, last summer.
The time is here and it’s important that your site is compliant, other legislation supporting the consumer’s right to have control over their data is coming. Fines can be hefty for those sites found to be non-compliant, and you risk losing the trust of your reader which can be a lot more costly. As important, without proper, compliant, consent strings, you will not be able to serve personalized ads which will be a big hit to CPMs.
What are Consumer Rights Under CCPA
CCPA is the strictest legislation to date and doesn’t just apply to e-commerce transactions. CCPA applies to the collection of all data for targeting or ad delivery. Here is a quick recap of consumer rights under CCPA:
- The right to know what personal information is being collected
- The right to know if (and how) their personal information is being shared or sold
- The right to opt-out of the sale of personal information
- The right to access their information
- The right to have their personal information deleted (with exceptions)
The considered data collection includes name, email address, phone number and also IP address, cookies, browsing history, geolocation data, mobile ad IDs (MAIDS), device identifiers, or any interaction with websites, apps, or ads. It also includes profiles to identify or group consumers based on personal data.
Privacy Policy
You will be required to make language changes to your Privacy Policy. We are not lawyers, and in no way can we provide legal advice. That said, we have had a legal document prepared for our clients which we would be happy to share with your legal team. Just reach out to debra@adapex.io, and we will send you a copy.
CMP Solutions
There are several Consent Management Platforms (CMP) available to help your site manage user preferences and adhere to compliance requirements. With so many options, and so many factors to consider, there is no “one-size-fits-all,” so we are sharing our notes on what we have learned. Again, we cannot provide recommendations on any of these over the others, and we cannot assure as to legal coverage behind each. We just wanted to give you a framework for to help you find the right solution for your site.
A few things beyond cost to consider as you evaluate CMP platforms to determine what you need: The IAB revamped its Tech Lab’s Transparency and Consent Framework (TCF) to be more cognizant of the publisher’s needs. First and foremost, opt only for solutions which are TCF 2.0 compliant. A few other features to consider include:
- Stored consent and length of time
- Automatic scanning for cookies
- Consent dashboard
- User journey optimization
- Publisher adoption
- Implementation
- Ability to customize
- Geo-location support
If you’re CCPA compliant, you will be prepared for other data privacy regulations that are coming. But, the largest benefit is that you will continue to serve personalized ads (higher CPMs) and build stronger audience relationships, which will in turn improve your revenue opportunities.
| Feature | Choice by Quantcast | CookiePro by OneTrust | Didomi | Liveramp | Osano | Sourcepoint |
|---|---|---|---|---|---|---|
| TCF 2.0 Compliant | Yes | Yes | Yes | Yes | Yes | Yes |
| Store consent strings? For how long? | No, they provide a detailed vendor window showing vendor purposes and legal basis. | Indefinitely until pub decides to delete (Enterprise solution only. Quoted below) | Yes, proofs of consents are stored during 5 years | Yes, 13 months | Indefinitely until pub decides to delete | Indefinitely until pub decides to delete |
| Consent dash | Yes | Yes | Yes | Yes | Yes | Reporting tool |
| Cookie Window | Up to 13 months | Up to 12 months | Up to 12 months | Up to 13 months | Up to 13 months | Up to 12 months |
| Automatic scanning for cookies on site | No | Yes, every 30 days or manual | Yes, auto scanning on all domains with custom features | Yes | Yes | Yes, 30 days, manual or customizable frequency |
| Auto categorizaton of vendors, purposes | Yes for IAB vendors, non IAB vendors is manual | Yes, whenever a new scan is run. | Yes | Yes | Yes | Yes |
| DSAR Process | No | Interactive web form for an extra service fee, also toll free number | Yes | Yes | Yes | Tool takes in customer requests, ticketing system, process, respond (form routed to ticketing system) |
| Automated Vendor Update | Yes for IAB vendors | Yes, monthly (optional manual opt in) | Yes (for IAB vendors) | Yes, automatic | Yes, monthly (optional manual opt in) | Yes, monthly (optional manual opt in) |
| User Journey Optimization | No | Yes | Yes (analytics and AB test) | Optimization guide | No | |
| AMP, inapp compatible | AMP is currently not IAB TCF compliant but we will support when it is - Inapp will be available in August with the V2 switch over | Yes | Yes | Coming soon | Yes | Yes |
| Managed Service | Yes - POA | Model is self-serve, managed service packages at varying costs | Dedicated customer success manager | Yes | Yes | Meant to be self serve |
| Customizable (size, font, message, consent options) | Yes, also advance CSS available | Yes | Yes | Yes | Yes | Size, message, font, can custom CSS |
| Languages | 17 languages - manual or autodetection. English, Dutch, French, German, Italian, Spanish, Danish, Greek, Hungarian, Portugese, Romainian, Finnish, Polish, Slovak, Swedish, Russian, Norwegian | 250+ languages: based on browser or html on page | 28 languages | 28 languages: based on browser, can add languages upon request, at no extra cost | 34 languages: based on browser | All IAB languages: based on browser or IP |
| Vendor Risk Monitoring | No | Yes, extra fee | - | Yes | Yes | in consideration |
| Vendor Lawsuit Monitoring | No | No | - | Yes | Yes + alerts | in consideration |
| Legal Assistance | Yes - POA | No | Yes | No | No | ad hoc |
| Privacy Law Alerts | Email updates | Yes | Yes | Yes | Yes | in consideration |
| Ad recover | No | Yes | Yes | No | No | Messaging |
| Lost Revenue Report | No | No | They work on this KPI during quarterly business reviews | No | No | Privacy Lens will scan sites to see if by changing advertisers info, more info could be earned (in beta) |
| Geo-Location Support | Yes | Yes | Yes | Yes | Yes | Yes |
| Additional consent for 1st & 3rd party cookies | Yes | Yes | Yes | Yes | Yes | Yes |
| Approved IAB Mobile App CMP | Yes | Yes | Yes | Yes | Yes | Yes |
| Pre-Built Templates | Yes | Yes | Yes | Yes | Yes | Yes |
| Easy Vendor Management | Yes | Yes | Yes | Yes | Yes | Yes |
| Assistance | Yes | Some free 24/7 technical support included. Additional professional services can be purchased if needed. | 99% time coverage | Yes | Yes | Yes |
| Native Integration with prebid | Yes | Yes, this is supported | Yes | Yes | Yes | |
| Number of publishers using | 62,000 | 100,000 | 90,000 | n/a | 750,000 | 3,000 |
| Age | NA | 5 years | 3 years | 2 years | 2 years | 5 years |
| Top clients | Reach PLC, Buzzfeed, Immediate Media, Future Publishing, TI media, Paul Smith, Crocs | CNN, Vogue, ESPN, CBS | Newsweek, Orange, Adevinta | Leading publishers across the US | Amazon Web Services | Upon request |
| Cost | Free or £POA for full premium service (same features but support, flexible terms, and consent storage) | $486/year/domain. Lesser packages exist, but they do not store the consent data | Start at 250€ per month | As part of LiveRamp's Addressability bundle, partners can take advantage of Privacy Manager at no cost when bundled with our (also free) Authenticated Traffic Solution (ATS). Please reach out to privacy-manager@liveramp.com to learn more. | 7.5K MUVs: Free 30K MUVs: $99/month 50K MUVs: $199/month 50K+: contact sales | Flat fee: $1k - $10k per month depending on volume |
| Website | https://www.quantcast.com/gdpr/ consent-management-solution/ | https://www.cookiepro.com/ publishers/ | https://www.didomi.io/ | https://liveramp.com/our-platform/preference-consent-management/privacy-manager/ | https://www.osano.com/ | www.sourcepoint.com |
| Comparison chart | https://www.cookiepro.com/ pricing/plan-comparison/ |
Adapex is always here to help. Reach out if you have any questions or would like a copy of our evaluation of available CMP solutions.
