What publishers need to know about managing consent on AMP

May 7, 2021

When it comes to privacy and monetization, AMP pages are one piece of the puzzle that can’t be left unaddressed. Given the high volume of traffic driven by mobile and AMP views, foregoing something like a CMP to manage consent exposes publishers to possible legal risk — and leaves money on the table.

Collecting consent on AMP represents an important monetization opportunity, but the implementation of privacy solutions in this unique environment presents unique challenges and limitations. Here are some questions to keep in mind when collecting consent from your AMP visitors. 


For a global audience, you’ll want to cover all your bases with a combined solution that can meet different regional privacy regulations. After integrating the Sourcepoint CMP with your AMP inventory, the <amp-geo> component can detect if a user is in the EEA to trigger a TCF v2 preference manager. Likewise, a US user could receive a CCPA appropriate “Do Not Sell My Personal Information” message. A combined solution ensures that consent is collected from regions that require it, in the manner that is required. 


Users want to receive messaging in their preferred language, and AMP should be no different. Check to see that your AMP consent solution can detect the user’s browser language to deliver a consent message in that language. With Sourcepoint, you may also edit the consent language parameter to default to a specific language regardless of the user’s browser settings. 


The lightweight design of AMP creates limitations on the length of consent strings that can be generated via AMP. This often means that you’ll need to generate a curated (shortened) vendor list. Otherwise, you risk generating ineffective consent strings and/or slowing down the speed of your AMP inventory. Also remember that using javascript to manage vendor firing is not possible on AMP, so you’ll almost always need a separate vendor list from your main web property.

Google’s limitations set design parameters for consent messages that can be surfaced on AMP. Your consent message must be a bottom message (which is anchored to the bottom, as opposed to a modal message, or pop-up) that can cover between 30-60% of the screen. The user also needs to be able to scroll behind the message. Make sure to consult with your developers on your team and your CMP’s team to ensure that your message lies within Google’s technical limitations.

For publishers, Google’s integration with IAB Europe’s TCF v2.0 framework means compliance across channels, including AMP, is increasingly critical to maintain monetization. We’re proud to be leaders in the area of consent management for AMP environments, promising a robust SDK for iOS and Android, and the support of an expert client services team. Contact us if you’d like a demo.

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