Cookie Consent Study

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Consent Management: the basis for customer insights and data protection


The GDPR has been in force since spring 2018 and it affects all business areas – but especially marketing. The world of advertising is being kept on its toes by new court rulings and thus confronted with a need for action and improvement, especially with regard to the EU Cookie Guidelines. Nevertheless, it should be assumed that companies in every industry have long since internalised the requirements for data protection-compliant digital tracking and the protection of their users’ personal data.

The first bynd Consent Study 2020, which analysed and evaluated 87 websites of companies from six different industries with regard to their cookie tracking and consent management, showed that 15% of the analysed companies do not have a DSGVO-compliant cookie consent management implementation. There was a need for optimisation and adaptation in various sectors. It is assumed that companies will have adapted to the legal changes by 2021.

Nowadays, more than ever, companies must actively deal with the topic of consent management and cookie tracking in order to be allowed to use personal data for their performance marketing. This topicality is also illustrated by the currently ongoing Corona pandemic, which is considered a catalyst for digitalisation and is literally forcing companies to accelerate their online advertising presence. Without the active and explicit consent of each individual user under data protection law, no personal data may be collected, stored and used for online marketing purposes. These factors lead to the assumption that companies in 2021 will actively rely on consent management that complies with legal standards in order to act in accordance with data protection law and, above all, to be able to use valuable customer insights for sales-promoting and person-based marketing.

This assumption raises the question of whether companies have adapted to the legal standards in 2021 and what has actively changed in the various industries since the 2020 Consent Study. The focus of this white paper is therefore to show the changes in the analysed sectors of the Consent Study 2020 in comparison to the current time and to derive trends for future developments as well as to identify clear recommendations for action. Like the Consent Study 2020, the Consent Study 2.0 looks at German-language websites of leading advertisers from various industries and focuses on the technical implementation of cookie opt-ins and opt-outs as well as on general legal conformity. In addition, the Constent Study 2.0 provides an outlook on which dynamic developments and associated implications industries can expect in the near future.

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Jan Kempelmann
Capability Lead Marketing Technology

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