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 problem has been highlighted by a number of publishers, including BuzzFeed, which published an article about how Google had failed to comply with its own guidelines for handling data requests from publishers. Last month, Givemesport revealed that one of its video DSP partners wasn't correctly recognising consent signals, resulting in a five-figure 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.