A lack of standardisation and compliance in user consent frameworks is causing concern among publishers that some demand - side platforms ( DSPs ) are not always correctly passing on consent information . While some are using the Interactive Advertising Bureau ’s framework , others are sticking with Google 's framework , and some DSPs are creating hacks to make the best version of the two . The result is some publishers experiencing a slump in ad buying on inventory . Last month , Givemesport revealed that one of its video sharing partners was n't correctly recognising consent signals , resulting in a ten - fold loss .
A lack of standardisation and compliance in user consent frameworks is fuelling concerns among publishers that some demand-side platforms (DSPs) are not always correctly passing on consent information. While some are using the Interactive Advertising Bureau’s framework, others are sticking with Google's system, and some DSPs are creating hacks to make the best version of the two. The result is some publishers experiencing a slump in ad buying on inventory. Last month, Givemesport revealed that one of its video DSP partners wasn't correctly recognising consent signals, resulting in a five-figure loss.