CMP Adoption Rates
Bucket Q4 Q1 % Change
UK (Pubs Only) 33.7% 36.1% +7.1%
US (Pubs Only) 32.5% 34.3% +5.5%
UK (Top 10K sites) 19.5% 20.8% +6.7%
US (Top 10K sites) 17.4% 19.8% +13.8%

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.

Biggest CMP movement
Vendor Q4 Q1 % Change
Sourcepoint 35 71 +103%
Tealium 47 69 +47%
OneTrust 368 524 +42%
CivicUK 55 63 +15%
Verizon Media 40 45 +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).

What % of UK publishers use a CMP?

This looks at the Top 10K UK sites that show programmatic ads.

What % of US publishers use a CMP?

This looks at the Top 10K US sites that show programmatic ads.

CMP Adoption Over Time

This follows CMP adoption since Q3 2018.

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 672 sites.

Breakdown of Consent Tool Type
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