What is a Consent Management Platform?
A Consent Management Platform (CMP), commonly known and visible to website users as a cookie banner, is a tool used by advertisers to manage user consent for data processing and collection activities. It enables advertisers to collect, store, and share user consent signals with ad tech vendors while ensuring compliance with industry standards and data protection regulations.
Why Should Advertisers Implement a Consent Management Platform on Their Websites?
It’s crucial to ensure full compliance of your website with updated privacy regulations, including GDPR and the ePrivacy Directive. These regulations mandate that explicit user consent must be obtained before setting any cookies and/or using third-party tracking tools.
By implementing a CMP with clear cookie banners on your website and landing pages, you can effectively gather and manage user consent preferences for ad tech vendors and tracking. This not only helps you stay compliant but also enhances transparency and trust with your audience.
How does Teads pixel respect user consent preferences?
At Teads, we are committed to upholding the highest privacy standards. The Teads pixel is designed with built-in consent validation mechanisms and can receive industry-standard consent signals to support compliance with applicable standards. In addition, Teads regularly performs checks on advertiser websites to assess their consent mechanisms and block pages that use the Teads pixel without an appropriate cookie banner in place.
The Teads pixel verifies the user’s consent status in real time and automatically adjusts its behavior to ensure compliance. If consent for tracking is denied or not explicitly provided, the pixel does not collect, receive, or share any conversion data, nor does it set cookies or engage in any tracking activity.
That means that in order to use the Teads pixel on your campaign landing pages, you must ensure that these pages display a clearly visible cookie banner that collects consent signals in a supported and compliant manner.
What consent signals are supported by Teads pixel?
There are numerous methods available for advertisers to collect and store consent preferences. Teads supports most of the industry standard signals.
In the EU and the UK, Teads pixel can read:
IAB’s TCF standard v2.2 consent signal that can be collected by the CMPs that are registered with IAB;
Note:
If you are planning to use a CMP that is registered with IAB and supporting the TCF standard v2.2, do not forget to apply the following CMP configuration:
Add Teads (IAB global vendor ID 132) and Outbrain (IAB global vendor ID 164) as vendors in your CMP's Vendors list.
Ensure that the Teads pixel receives consent for IAB purposes 1, 7, 9, 10 in order to track conversions.
Following the acquisition of Teads in February 2025 by Outbrain, the Outbrain and Teads group recently rebranded Teads. Despite the rebranding of the group of companies, currently, the Outbrain and Teads technologies continue to run separately and therefore any subsequent collection of personal data and use of such data (e.g., for conversion tracking purposes) will be done separately by the Outbrain and Teads companies respectively. For this reason, we are asking our clients who contract with Teads to run full funnel campaigns targeting EU and UK users (and accordingly may utilise both the Outbrain and Teads technologies) to ensure that their consent management platforms (CMP) mention both Outbrain and Teads.
Consent signals from the websites that implement Google Consent Mode. You can learn more about configuring it using Google Tag Manager by visiting Google’s documentation which also provides a link to the list of Google's CMP Partners. Teads relies on properly updated values of the Google Tag entries to define the user's consent status.
In the rest of the world, Teads pixel can additionally read and adjust pixel’s behavior based on the following available consent signals:
CCPA Compliance Framework that is specifically applicable to businesses that operate in California, USA;
GPP protocol that aims to provide a unified approach to managing consent and compliance across various global jurisdictions.
Refer to the articles below for more information on: