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 Feb March % Change
UK (Pubs Only) 34.9% 35.8% +3%
US (Pubs Only) 31.1% 32.1% +3%
UK (Top 10K sites) 18.3% 18.6% +1%
US (Top 10K sites) 15.7% 16.0% +2%

This month saw modest jumps in CMP usage across all buckets.

CMP Adoption Over Time

This follows CMP adoption since July 2018.

Breakdown of Consent Tool Type
Biggest CMP movement
# of Sites Feb March % Change
Adthrive/CafeMedia 53 57 +8%
Curse Digital Media 41 44 +7%
OneTrust 205 219 +7%
Quantcast 318 336 +6%
Verizon Media 36 38 +6%

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 609 sites.

Additional industry stats
90
# of unique CMP & cookie consent tools found
across all sites
12.9%
of all found CMPs
used AppNexus's open-source code
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