Immediate’s consent management platforms (CMPs) serve a pivotal role beyond compliance with data laws, steering strategic ad tech partnerships by assessing their cookie practices.
Mario Lamaa, the director of revenue operations at Immediate, spearheaded efforts to scrutinize partners’ data usage starting in 2023, leading to the termination of those who couldn’t justify their practices.
This initiative significantly reduced Immediate’s ad tech partners from nearly 900 at the beginning of 2023 to around 150 by year’s end, with a goal to streamline further to about 50 by mid-next year.
The primary aim of this reduction is to refine and enhance the value of data shared with partners. Immediate evaluates each partner’s necessity based on data monetization potential and adherence to acceptable data practices.
Despite the potential for revenue loss from fewer partners, Immediate compensates by offering advertisers richer, more transparent data directly, thus maintaining and potentially enhancing its appeal to advertisers.
This strategy marks a significant shift from the checkbox compliance approach of many publishers. Immediate’s CMPs facilitate detailed consent management, allowing the exclusion of non-compliant vendors, conducting audits, revoking access for suspicious activities, and documenting data flows.
This meticulous approach enables Immediate to perform regular privacy audits, ensuring robust data protection and transparency, ultimately enhancing user trust.
Immediate’s nuanced approach to CMPs highlights their importance in interacting with users and providing personalized consent messages.
This approach moves beyond the traditional role of CMPs as mere compliance tools, emphasizing user-centric data practices and strategic business control. By progressively refining its CMP strategy, Immediate underscores the value of understanding and managing data use intricately.
Balancing revenue generation with user privacy and transparency is central to Immediate’s strategy. By allocating 20% of their inventory to not involve data sharing, Immediate demonstrates a commitment to privacy that transcends revenue goals.
This balanced approach ensures compliance and user trust while maintaining a strategic edge in data monetization, setting Immediate apart in the competitive landscape of digital advertising.
