Consent Management Platforms (CMPs) for beginners

In the current digital age, with increasingly stringent privacy regulations (such as GDPR) in Europe, managing cookies presents a significant challenge. Cookies are invaluable for collecting user data and personalising online experiences, but they have also raised concerns about privacy and data protection. In this article, we will delve deeper into the world of cookies and provide clarity on their role in current digital marketing and data protection strategies. Whether you are a marketer, a website owner, or a privacy-conscious consumer, this article will offer insights into the role of cookies and how Cookie Management Platforms can help balance personalised online experiences with privacy.

 

Cookies zijn kleine tekstbestandjes die een website op je computer opslaat wanneer je de site bezoekt.

Before we discuss the use of a Cookie Management Platform (CMP), we will explain what cookies are. Cookies are pieces of code that are sent from a website you visit to your web browser. They are stored on your (mobile) browser (Chrome, Safari, Edge, etc.) that you used to visit the website. They serve various purposes, such as remembering information about your visit to a website. For example, cookies can contain information about which pages you have visited, how long you stayed on a website, which products you have placed in a shopping cart, or even your login details.

This information is useful for both the website visitor and the website owner. For the visitor, cookies can improve the user experience, for example, by keeping you logged into a website or by showing product recommendations based on your previous activities. For website owners, cookies help understand the behaviour of their visitors and allow them to optimise their website to better meet their users' needs.

 

Different types of cookies

Not all cookies are the same. Some cookies are automatically deleted as soon as you close your browser, while others remain on your device for a longer period. There are also third-party cookies, such as those from Meta or Google, which are used to track your online activities and tailor advertisements. There are different types of cookies used on websites. Each type of cookie has its own specific purposes. These are the most common cookies:

• Session cookiesThese are temporary cookies that are automatically deleted when you close the browser. They are used to track temporary visitor information for that one session, such as items added to the shopping basket. When the session ends, these cookies are not saved.
• Persistent cookiesThese remain on your browser. Even after you close your web browser. Permanent cookies do have an expiry date; after a certain period, they are automatically deleted. These cookies are used to remember information for a subsequent visit to the website, such as your login details or language settings.

Both types of cookies can be divided into different cookie categories:

• Functional cookiesFunctional cookies are intended to improve the user experience for the visitor. For example, they store which region you are visiting the website from or which language you have set the website to.
• Analytical cookies: These cookies are used to collect information from your website visitors. They give you as a website owner insight into your visitors' behaviour. Which pages did they visit? How long do they stay on this page? What do people click on?
• Marketing and advertising cookies: These are used by advertisers (such as Meta and Google Ads) to track users and better tailor ads to customer needs. Information such as your interest and browsing behaviour is recorded in this process. These cookies allow ads to be more personalised, but now also cause anxiety around privacy.
• Tracking cookiesThis is a specific type of marketing cookie that is used to follow users across different websites. They can be used for advertising purposes but often have privacy implications and are affected by stricter regulations.
• Third-party cookiesThese are cookies that are placed by third parties, such as advertising networks or social media platforms, and not directly by the website you are visiting. These cookies are often used for advertising and marketing purposes and can share information between different websites.

Een Cookie Management Platform (CMP) is een tool die organisaties helpt om de toestemming van gebruikers voor het gebruik van cookies te beheren en te documenteren. Het staat gebruikers toe om in te stemmen met of af te wijzen dat hun gegevens worden verzameld via cookies. Dit is cruciaal voor het naleven van privacywetten zoals de GDPR en CCPA. Een CMP toont doorgaans een cookiebanner op een website, waarmee bezoekers hun voorkeuren kunnen instellen. Het platform registreert deze voorkeuren en zorgt ervoor dat alleen de geselecteerde cookies worden geplaatst.

A Cookie Management Platform (CMP) is the software you use to manage and control the cookies on your website. A CMP is specifically designed to help you, as a website owner, comply with privacy regulations. Additionally, it aims to give website visitors transparency and a choice regarding the use of cookies.

Here are the main functions of a CMP:

• Cookie management: Every website uses cookies, and as a website owner, you are responsible for managing them. A CMP helps you to identify, classify, and manage the different types of cookies.
• Permission management: A visitor to your website must always have the option to consent to the use of cookies. Visitors indicate their preferences for accepting different types of cookies via a pop-up window on the website.
• Transparency: As a website owner, you are obliged to be transparent about the use of cookies. A CMP ensures that website visitors have easy access to this information. This states, for example, which types of cookies are used, what they are used for, and which parties collect the data.
• Regulatory compliance: By using CMP in the right way, you comply with the most legal requirements regarding privacy. This way, you comply with all regulations and avoid any fines or legal problems.
• Reporting: A CMP often also provides a report on cookie usage on your website. This can be valuable for internal control (how often are your cookies accepted/not accepted?) and ensures that you can demonstrate compliance with legislation.

Managing cookies has become increasingly complex recently. Not only does it require technical knowledge to set everything up, it also involves legal considerations. This is why using a CMP is so important. With the right CMP, you ensure that you as a company can comply both technically and legally with all the rules around Cookie Management.

 

What is important when choosing a CMP?

The range of CMP systems on offer is huge. To ensure you make the right choice, there are a number of points to consider.

• User-friendlyNaturally, the system must be user-friendly. Not only for yourself (easy to use and implement) but also for your website visitors. They must be able to easily give or refuse consent.
• Complying with laws and regulationsAlways check that the CMP complies with relevant and current privacy laws in Europe. Are you using American software? Please bear in mind that different rules apply in America! Avoid potential fines or legal problems.
• Integration possibilitiesLook at the integration possibilities with other software tools and systems you already work with, such as your CRM system or e-commerce platform.
• Support and updates: Always check whether the software also offers good customer support. Should you run into problems, it is nice if you can be helped easily and quickly. In addition, it is also good to check whether regular updates take place so that it always remains compliant with changes in privacy laws and regulations.
• Costs: Everything costs money these days, even a good CMP often comes with costs. Compare the prices of different providers and always check whether there are additional costs for additional functions or support, for example.

Some of the systems we recommend:

• Cookiebot

• Consent Studio

 

Common mistakes when setting up a CMP

As has been mentioned in this article on several occasions, setting up a CMP is quite technical. Without the right knowledge, it can be very complex and errors are easily made. We've compiled a list of the most common mistakes for you.

• Incomplete or unclear information for visitors: It is important that the information for your visitor is fully and clearly understandable. It should be clear which cookies your visitor is giving permission for and also what these cookies will be used for.
• Forcing visitors to accept cookies: Often with a cookie banner, you'll see that a visitor effectively has no choice but to accept the cookies. No option to refuse is offered. This is in violation of regulations.
• Data consent and preferences not followed: If a user does not give consent for the use of cookies or adjusts their preferences, this must always be immediately adhered to. Therefore, be careful not to do anything other than what you promise.
• Ignoring regulations: Please note that cookie usage laws and regulations differ by country or region.

The above mistakes should be avoided at all costs. These mistakes can not only lead to legal problems (which is bad enough), but can also cause website visitors to have less confidence in your organisation.

 

Google Consent Mode

By using Google Consent Mode, you can communicate the status of your users' consent to cookies to Google. Tags and the method of data collection of those tags are then adjusted based on the choice made by a user. Activation mode works in conjunction with your Consent Management Platform. This mode receives users' consent decisions via the cookie notification or widget and dynamically adjusts the behaviour of Analytics, Ads and external tags that create or read cookies. If visitors decide not to consent, this will be sent to Google via Google Consent Mode instead of storing cookies. If you use Google Analytics 4, Google will fill in the missing data with conversion modelling and behavioural modelling. So when the user does not consent to the processing of their data for Google Analytics, thanks to Consent Mode in Google Analytics, a random fake user ID is generated before data is collected, which is not stored as a cookie. This identifier is renewed each time the page is reloaded. This means that each page view is attributed to a new user ID and a new session, making users, sessions and page views completely independent. Additional events besides page views are identified with the same identifier as that of the page on which they occurred. In this way, you can continue to collect valuable performance data unabated, while still respecting each user's privacy preferences. The downside of applying the Google Consent Mode is that visitors who refuse cookies are excluded from processes that use cookies and process personal data such as saving your shopping cart or staying logged in to a website. But the advantage of using Consent Mode is for those users who do not want to be tracked. With it, you give those users peace of mind that they can be safe on your site.

 

CMP in combination with Server-side Tagging

Server-side tagging is an advanced approach to website tracking In analysis. Normally websites place third-party pixels (pieces of code) that allow visitors' browsers to collect and transmit data. With server-side tagging, the measurement of visitor data takes place via the website's own server, allowing the website owner to retain control over which platforms they send this stored data to.

Advantages of Server-Side Tagging in combination with a CMP

Via server-side tagging, you have direct control over the data you send. For instance, if you load a Meta Pixel, Meta can independently decide which data is transmitted, making it unlikely that you'll be GDPR compliant as a party. However, if you load your own pixel (connected to your own server), you can dictate from the server how you send this data to Meta, ensuring compliance.  

How do you set up Server-Side Tagging with your CMP?

Setting up the CMP in combination with Server-side Tagging is fundamentally the same. You ask the visitor what they consent to and you ensure that you process the consent data via your own server.

 

Conclusion

Hopefully, the importance of a good CMP system is now clear to you. As an (online) entrepreneur, you don't want to run the risk of legal or even financial consequences. Make sure you read up thoroughly on the different options and possibilities. Does all the technology involved make your head spin? Then get the help of an expert!