Consent management platform Quantcast Choice published a recent report that revealed that European Union (EU) domains get an average consent rate of over 90 percent. This organization, based in San-Francisco, is the most extensively used GDPR consent management firm in the US and the UK.
The reported figure is the average rate among EU-based web domains that provided consent screens to all site visitors, including individuals with European Union IP addresses. The results for visitors from the US or with non-EU listed IP addresses or those who consented to some aspects but not to others are not available. The consent rate includes those who agreed to everything and those who agreed to a few things. Nevertheless, Quantcast did report that about 81 percent of all users agreed to everything. The remaining 8 percent agreed to some uses of their data.
In spite of the fact that Quancast’s consent solution supports around 9,000 unique domains globally, the organization was unable to provide a specific figure on the consent rate logged by EU-based domains included in the 81 percent.
The report published by Quancast is significant. It follows a previous report released in July by Purch, a publishing and performance marketing system, which revealed the user consent rate for EU-based visitors to their site was around 70 percent, for at least some use of personal data for marketing purposes.
The head of product, measure, and privacy of Quantcast, Somer Simpson, said that the expectation was in the 60 to 70 percent range. Advertisers must know whether or not the targeted audiences have given their consent because those audiences are typically more valuable. Forward-thinking organizations have already taken action, and more companies are waking up to the fact that they have to adapt.
The results of this poll go along with a previous survey result, from Quantcast, showing that 33% of worldwide chief marketing officers believe utilizing data to target consumers will be a top strategic priority over the following three years. This is despite the finding that 29% of those in that role are afraid of suffering a large scale data breach.
Following the implementation of GDPR on May 25, organizations can be penalized as much as 4% of global revenue or €20M, whichever amount is higher. Data breaches and data misuse are still the leading strategic hazard. An organisation’s ability to handle and use data sensibly must not be under-rated.