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How tech publisher Future is getting 95 percent of its audience to consent to ad tracking

From DigiDay

In order to nudge as much of its audience to consent under the General Data Protection Regulation, Future Publishing has been tweaking its messaging, user interface and consent-management platform since the end of May to get its opt-in to ad tracking rate up to 95 percent, according to the publisher.

Typically, publishers using CMPs are seeing between 70 percent and 80 percent of their audience agree to share their data, according to Brian Kane, co-founder and chief operating officer of Sourcepoint, which provides consent management and ad-block messaging software for publishers. But rates can be much lower.

Since the end of May, Future has A/B tested five different variations over eight weeks across 99 percent of its European impressions, starting with its eight most popular sites including TechRadar, T3 and PC Gamer, before rolling out to others. Each test ran for about a week, according to the publisher.

The consent rate jumped most significantly from 70 percent to 90 percent when the publisher changed the consent message from a banner box at the bottom of the page to an overlay, as shown in the examples below.

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