Google bows to publisher pressure to uncap vendor limit for its CMP, Funding Choices
Publishers can now gather consent for an unlimited number of adtech vendors across their supply chains
Responding to publisher outcry, Google is reversing its decision to cap the consent gathered through its consent management platform (CMP) Funding Choices to 12 ad tech vendors.
Funding Choices started out as an anti-ad-blocking monetizing tool. Google announced last month that it would expand its capabilities to include use as a CMP to help publishers stay compliant with the consent-gathering requirements of the General Data Protection Regulation (GDPR), which came into full force at the end of May. The tool is still in beta.