CMP adoption by location

This looks at the Top 10K sites in each geo bucket, broken down by all sites and just sites within that 10K that show programmatic ads. To qualify, sites must be using an IAB-registered CMP, a 3rd-party consent tool, or an in-house solution built using AppNexus, Axel Springer, or the IAB 'vendorlist' file.

Adoption rate changes
Bucket Q3 Q4 % Change
UK (Pubs Only) 34.1% 33.7% -1.2%
US (Pubs Only) 31.6% 32.5% +2.8%
UK (Top 10K sites) 20.0% 19.5% -2.5%
US (Top 10K sites) 17.4% 17.4% +0%

The last two quarters have actually seen decreases in CMP adoption in the UK (and only slight upticks in the US). Have we reached a plateau in adoption?

CMP Adoption Over Time

This follows CMP adoption since Q3 2018.

Breakdown of Consent Tool Type
Biggest CMP movement
Vendor Q3 Q4 % Change
Cookie Law Info 30 75 +160%
Cookie Notice by dFactory 43 57 +40%
CivicUK 42 55 +20%
UK CC by Catapult 52 63 +19%
Cookiebot 148 183 +13%

Here are some of the largest quarterly CMP movements (min: 50 instances) across the Top 10K US and Top 10K UK sites (16K unique sites).

Top IAB-registered CMP vendors

This shows the number of times IAB-registered CMPs were found across the Top 10K US and Top 10K UK sites (16K unique sites).

Top IAB CMPs over time

This follows the top IAB CMPs since Q3 2018.

Top other consent tools

This shows the number of times other consent tools were found across the Top 10K US and Top 10K UK sites (16K unique sites). For scale purposes, Cookie Consent by Insites is excluded, but it is found in 653 sites.

Additional industry stats
82
# of unique CMP & cookie consent tools found
across all sites
9.1%
of all found CMPs
used AppNexus's open-source code
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