Beyond the cookie: Publishers flirt with generating identity-based user consent

Some publishers, anxious to reduce their reliance on third-party cookies while still meeting data-privacy law requirements, are considering a new way to collect their users’ data-privacy preferences: authenticated consent.

The concept of authenticated consent is simple: Publishers can collect users’ consent based on identity-based signals rather than cookies, and make the user experience more consistent across multiple publisher platforms and devices in the process.

Sourcepoint, for example, has designed a consent-authentication tool that doesn’t use third-party cookies and which clients can integrate into their existing consent management platforms provided by the vendor.

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