How does a consent management platform work?

A Consent Management Platform (CMP) asks visitors for their consent via a cookie banner, so that you as a website owner know what personal data you are allowed to collect and process. This can have to do with privacy as well as website operation. The CMP thus records the visitor's preferences.
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The CMP keeps track of the choices a visitor makes, that is, whether or not they consent to certain cookies. The CMP then ensures that this consent is recorded so that during visits to different pages on the website as on subsequent visits by the same user, these consent settings are preserved. This helps to respect and manage users' privacy preferences.

Consent Mode v2 is an update to Google's Consent Mode. Consent Mode v2 improves the way user permissions for different types of cookie usage are managed and applied within Google Tag Manager. This includes an emphasis on respecting user choices as captured in cookie banners. These customizations help comply with legal requirements on how data is collected and used based on user preferences.

With the right CMP solution, you'll never have to wonder if you're still in compliance with changing legislation, such as the AVG and the DMA Act. Because should you no longer, or at all, comply with those regulations at some point, you run the risk of receiving a hefty fine. Those fines can be up to 10% of annual revenue.

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