CCPA Update and CMP Platforms

June 24, 2020

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, 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.

FeatureChoice by QuantcastCookiePro by OneTrustDidomiLiverampOsanoSourcepoint
TCF 2.0 CompliantYesYesYesYesYesYes
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 yearsYes, 13 monthsIndefinitely until pub decides to deleteIndefinitely until pub decides to delete
Consent dashYesYesYesYesYesReporting tool
Cookie WindowUp to 13 monthsUp to 12 monthsUp to 12 monthsUp to 13 monthsUp to 13 monthsUp to 12 months
Automatic scanning for cookies on siteNoYes, every 30 days or manualYes, auto scanning on all domains with custom featuresYesYesYes, 30 days, manual or customizable frequency
Auto categorizaton of vendors, purposesYes for IAB vendors, non IAB vendors is manualYes, whenever a new scan is run.YesYesYesYes
DSAR ProcessNoInteractive web form for an extra service fee, also toll free numberYesYesYesTool takes in customer requests, ticketing system, process, respond (form routed to ticketing system)
Automated Vendor UpdateYes for IAB vendorsYes, monthly (optional manual opt in)Yes (for IAB vendors)Yes, automaticYes, monthly (optional manual opt in)Yes, monthly (optional manual opt in)
User Journey OptimizationNoYesYes (analytics and AB test)Optimization guideNo
AMP, inapp compatibleAMP is currently not IAB TCF compliant but we will support when it is -
Inapp will be available in August with the V2 switch over
YesYesComing soonYesYes
Managed ServiceYes - POAModel is self-serve, managed service packages at varying costsDedicated customer success managerYesYesMeant to be self serve
Customizable (size, font, message, consent options)Yes, also advance CSS availableYesYesYesYesSize, message, font, can custom CSS
Languages17 languages - manual or autodetection. English, Dutch, French, German, Italian, Spanish, Danish, Greek, Hungarian, Portugese, Romainian, Finnish, Polish, Slovak, Swedish, Russian, Norwegian250+ languages: based on browser or html on page28 languages28 languages: based on browser, can add languages upon request, at no extra cost34 languages: based on browserAll IAB languages: based on browser or IP
Vendor Risk MonitoringNoYes, extra fee-YesYesin consideration
Vendor Lawsuit MonitoringNoNo-YesYes + alertsin consideration
Legal AssistanceYes - POANoYesNoNoad hoc
Privacy Law AlertsEmail updatesYesYesYesYesin consideration
Ad recoverNoYesYesNoNoMessaging
Lost Revenue ReportNoNoThey work on this KPI during quarterly business reviewsNoNoPrivacy Lens will scan sites to see if by changing advertisers info, more info could be earned (in beta)
Geo-Location SupportYesYesYesYesYesYes
Additional consent for 1st & 3rd party cookiesYesYesYesYesYesYes
Approved IAB Mobile App CMPYesYesYesYesYesYes
Pre-Built TemplatesYesYesYesYesYesYes
Easy Vendor ManagementYesYesYesYesYesYes
AssistanceYesSome free 24/7 technical
support included. Additional professional
services can be purchased
if needed.
99% time coverageYesYesYes
Native Integration with prebidYesYes, this is supportedYesYesYes
Number of publishers using62,000100,00090,000n/a750,0003,000
AgeNA5 years3 years2 years2 years5 years
Top clientsReach PLC, Buzzfeed,
Immediate Media, Future Publishing,
TI media, Paul Smith, Crocs
CNN, Vogue, ESPN, CBSNewsweek, Orange, AdevintaLeading publishers across the USAmazon Web ServicesUpon request
CostFree 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 dataStart at 250€ per monthAs 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 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
Comparison chart

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.

Blog Categories
Featured posts
Recent posts



Join the Adapex community to receive future posts, offers, guides and more