Responding to publisher outcry, Google is reversing its decision to cap the consent gathered through its consent management platform (CMP) Funding Choices to 12 ad tech vendors.

The tool allows publishers to create and display a message that lists the ad tech providers their sites use and asks visitors to consent to the use of cookies to show personalized ads. After this about-face, Funding Choices can now gather consent for an unlimited number of vendors.

Funding Choices started out as an anti-ad-blocking monetizing tool. Google announced last month that it would expand its capabilities to include use as a CMP to help publishers stay compliant with the consent-gathering requirements of the General Data Protection Regulation (GDPR), which came into full force at the end of May. The tool is still in beta.

[Read the full article on MarTech Today.]

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