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Google scraps 12-vendor cap on GDPR consent tool

With the GDPR (General Data Protection Regulation) now in full swing, Google has made a surprising u-turn on its consent management platform (CMP) policy.

The Alphabet-owned search giant has scrapped what was a 12-vendor limit for publishers that used its Funding Choices CMP, used to gain the consent of users to access their data to improve ad personalisation in line with new European data regulations.

The former policy was applied based on tests by Google which found users are more likely to opt-in when fewer vendors are listed in the consent pop-up, becoming negligible when this figure is more than 12.

In efforts to balance this, however, Google’s CMP will now allow users to click through to vendors’ individual policy pages, before selecting a ‘Yes/No’ option for consent as with the previous iteration.

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