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 April May % Change
UK (Pubs Only) 35.4% 36.2% +2.3%
US (Pubs Only) 32.2% 33.3% +3.4%
UK (Top 10K sites) 18.8% 19.3% +2.9%
US (Top 10K sites) 16.3% 16.9% +3.6%

This month saw one of the largest increases we've seen in 2019.

CMP Adoption Over Time

This follows CMP adoption since July 2018.

Breakdown of Consent Tool Type
Biggest CMP movement
# of Sites April May % Change
Ensighten 28 41 +46%
Venatus Media 36 39 +8%
OneTrust 234 253 +8%
Curse Digital Media 39 42 +8%
Quantcast 340 353 +5%

Here are the largest month-over-month CMP movements (min: 35 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 July 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 607 sites.

Additional industry stats
85
# of unique CMP & cookie consent tools found
across all sites
11%
of all found CMPs
used AppNexus's open-source code
Get the free full report!
  • Access to all past and future reports
  • Breakdown of all IAB CMPs found
  • Breakdown of additional consent tools found
  • Access to the HBIX and Ads.txt data results too

All Ad Tech Insights Reports