New figures from leading Adtech provider Smart show that the French startup Didomi is the leading Consent Management Platform for publishers in Spain with 53% market share.
Since May 25th 2018, the General Data Protection Regulation is the new privacy framework for online publishers in Europe. It enforces strong protection for consumers on their personal data. One key aspect of GDPR compliance for online publishers is to correctly collect user consents for monetizing their data with advertising. It is closely monitored by Data Protection authorities as shown in the recent news (Google fine).
What is challenging with consent management is not the part that is visible, like the consent banners that we are by now all familiar with. The challenge lies in respecting user choices along the complex chain of vendors and advertisers that access and run advertisement based on this personal data. A Consent Management Platform (CMP) is the technology that solves that challenge through the adequate integrations. That’s the main thing that publishers are looking for with a Consent Management Platform.Romain Gauthier, CEO of Didomi
Didomi has rapidly gained market shares among Spanish premium publishers since May 25th. With clients like Unidad Editorial (El Mundo, Marca.com) or El Pais, Didomi now works with the leading Spanish publishers.
Our first Spanish client was Grupo Vocento. They have deployed us on all their websites and recommended us to a lot of their counterparts. We’ve been able to rapidly take their feedback into account to ensure that our consent management platform would suit to the local needs. For instance, we’ve translated our consent notices to Catalan, something that is unique on the Spanish market to date.Romain Gauthier, CEO of Didomi
According to the leading Adtech provider Smart, Didomi has grown in only 8 months from scratch to a 53% market share among their Spanish publishers which have deployed a Consent Management Platform. This figure from January 2019 represents the share of incoming ad calls/bid requests which include a consent signal sent by a Consent Management Platform.
We have seen a very fast adoption of CMPs in Spain compared to other markets. Large Spanish publishers have demonstrated a real determination to advance their consent management practices. Deploying a Consent Management Platform (CMP) doesn’t solve all GDPR compliance requirements, but this is definitely one tool that users can easily understand and interact with because of its visibility.Juan-Manuel Alvarez, country manager for Smartadserver in Spain
Spanish publishers have been early-adopters of the Transparency and Consent Framework established by the IAB Europe which standardizes the way a consent is collected and transferred to vendors such as Smartadserver which ensures that user choices relative to their personal data are correctly enforced by the entire advertising ecosystem.
Smart is a fully transparent ad monetization platform built for premium publishers to serve demanding buyers. Our unique holistic and flexible approach gives full control back to publishers by driving performance and value of their loyal audience. Demand and data agnostic, Smart empowers publishers to maximize yield through all sales channels, ad products, and screens. Smart works directly with more than 1,000 publishers worldwide including TracFone, Le Monde, Ozy.com and Wine Enthusiast to deliver display, video, native, and rich-media ads to over 50,000 sites and apps. Ranked on the Deloitte Technology Fast 500 EMEA, with 11 offices and 215 employees worldwide, Smart leads the charge in building a transparent ecosystem based on quality. Smart is a “GDPR ready” company as certified by independent data protection specialist, ePrivacy GmbH.