A Consent Management Platform (CMP) is a tool or software utilized in the adtech sector to assist website publishers and advertisers in handling user consent for data collection and targeted advertising, all while adhering to data protection regulations.
The primary purpose of a CMP is to provide transparency and control to users over their data and privacy preferences while ensuring that websites and advertisers obtain valid consent before processing user data for advertising purposes. CMPs typically display a consent banner or pop-up on websites that inform users about the data collection and use practices and seek explicit consent from users to allow specific types of data processing or sharing.
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