Targetd Analysis of Cookie Consent Management Platform Companies

Abstract

The General Data Protection Regulation (GDPR) which turned into effective in 2018 asks any companies who collects, saves, processes or transfers users’ privacy data have to meet its strictest requirement. Under this circumstance, cookie consent managers are essential for the publishers who collect and use user’s cookie. However, cookie consent manager has only recently attracted the attention of researchers, and there are not many related studies about it. This report gives a comprehensive understanding of CMP industry and CPMs. Different data sets are involved and analysed in this project. Competitive analysis is applied to cookie notices from customer group, product property and business competitiveness perspectives. The results show that CMPs with better end-user experience normally have a larger quantity of customers. And customers tend to choose a local CMP with regional advantages instead of a global widely used CMP with high exposure score.