Consent Management Platform Adoption by UK and US Sites, July-Oct 2018 (% of total sites)
By October 2018, 33% of UK publishers and 29.1% of US publishers have adopted consent management platforms. 17.4% of total UK sites and 14.7% of total US sites have adopted the platforms.
Data was provided to eMarketer by Adzerk.
Data is from the October 2018 Adzerk report titled "Consent Management Platforms (CMP)." The report is based on the top 10,000 UK and US site lists according to Alexa's Top Sites API. Publisher websites are sites that do programmatic advertising. Consent management platform (CMP) usage was identified by a list of URL endpoints that show the publisher is using a CPM and which one. This includes over 500 expressions, including the IAB URL formatting, open-source code from AppNexus and Axel Springer, WordPress plug-ins and miscellaneous other vendors. The report looks at third-party CPM usage, but excludes sites that have written their own cookie notification code. Adzerk is a API software company.