CMP (Consent Management Platform)

CMP (Consent Management Platform): a platform for managing the collection, storage and enforcement of users' consent to the use of their personal data, in compliance with regulations such as the RGPD or ePrivacy directive.

In CRO andA/B testing, the CMP plays a crucial role: it conditions the activation of tracking, personalization or testing tools, ensuring that they are only triggered once consent has been obtained. Proper integration of the CMP guarantees not only legal compliance, but also the reliability of the data analyzed, avoiding biases linked to data collected without consent or in an incomplete manner.

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