“We are hearing that deployment of consent tools from CMPs and others is lagging,” said Daniel Jaye, co-founder and head of product for data lake vendor aqfer. “In fact, many smaller and mid-size EU publishers express ignorance of GDPR itself and its requirements, which seems absurd to those of us in the industry who have been living and breathing it for the past two years.”
According to a June 2018 survey of 328 privacy professionals worldwide conducted by TrustArc and the International Association of Privacy Professionals, companies are purchasing CMPs less often than other privacy-focused products. Just 40% of those polled said they have purchased or plan to purchase consent management products. However, it’s worth nothing that CMPs are newer than other privacy products, such as those that secure communications or monitor network activity.
“Even though a conservative approach is to ask for consent for all cookies, few companies are doing so,” said Chris Shuptrine, director of marketing at Adzerk. “But for publishers that show ads, it's more imperative.”
Getting consent is becoming more imperative for marketers, too, who worry that they may be fined if they work with companies that aren’t compliant with the GDPR.
In a June 2018 survey of 255 marketers worldwide conducted by Demandbase and Demand Metric, just one-fifth of respondents were not concerned about their tech vendors putting them at risk of violating the GDPR.