B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • Anthony Albanese
  • WPP
  • AI
  • NRL
  • Thinkerbell
  • EssenceMediaCom
  • State of Origin
  • Spotlight on Sponsors
  • imaa
  • Channel 10
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Rakuten Marketing Launches Consent Management Platform In Line With GDPR
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Rakuten Marketing Launches Consent Management Platform In Line With GDPR
Marketing

Rakuten Marketing Launches Consent Management Platform In Line With GDPR

Rhiannon Farrar
Published on: 28th May 2018 at 11:06 AM
Rhiannon Farrar
Share
3 Min Read
SHARE

Performance marketing company Rakuten Marketing has unveiled a new consent management platform (CMP) for retailers, advertisers and publishers.

Compliant with the IAB Europe/Tech Lab Transparency and Consent Framework and developed to-date within a DigiTrust (now IAB Tech Lab) working group, the CMP is a proactive measure to help retailers, advertisers and publishers gain consent under the General Data Protection Regulation (GDPR) that came into effect on 25 May.

Under the GDPR, the ‘consent’ model is one of six legal bases for collecting and processing personal consumer data lawfully. For consent to be valid, it must be freely given, specific, informed and unambiguous, and given with a clear affirmative action.

The primary goal for Rakuten Marketing with the launch of this CMP is to provide retailers, advertisers and publishers with a trustworthy and reliable solution that creates a standard for all language used to secure consumer ‘consent’ for use of their personal data on a global level.

Rakuten Marketing also launched the CMP to advocate broad adoption and use of a single source that promotes the ‘consent’ model, which increases transparency and ensures consumers understand what personal information is collected and how it is used in the context of online ads and marketing campaigns.

Rakuten Marketing co-developed the open-source CMP as a founding contributor to the Digitrust (now IAB Tech Lab) CMP Development Working Group. The working group is comprised of IAB Tech Lab members who, like Rakuten Marketing, are committed to open-source software development plus IAB Tech Lab identity and privacy standards.

The CMP is directly coupled by design to the DigiTrust neutral ID and namespace, and may only be distributed by contributing members of the CMP Development Working Group.

The end result is a flexible platform that ensures retailers, advertisers and publishers collect valid consumer consent, and persistently honour consumer preferences.

The messaging in the tool has been tested and received the highest consent adoption over other tested messaging, and will be instrumental in helping advertisers, retailers and publishers successfully navigate GDPR mandates. The messaging should be customised to fit a particular advertiser’s or publisher’s business.

Rakuten Marketing’s chief technology officer, Neal Richter, said: “We’re excited to bring this new CMP to the market, which directly supports the consent model within GDPR.

“We firmly believe the consent legal basis gives consumers the greatest control over their personal marketing experiences, and will help brands build and grow truly positive and trusted consumer relationships that support bottom-line growth.”

The CMP is a free, open-sourced platform that integrates into existing marketing and IT technologies. It’s compliant with the consent string specification recently released by IAB Europe and Tech Lab to standardise consent signals from users and other parties.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: GDPR, General Data Protection Regulation, rakuten marketing
Share
By Rhiannon Farrar
Follow:
Growing up I was always told ‘there is no such word as can’t,' this is how I choose to approach life. I am an ambitious person who craves the excitement of new opportunities and the thrill of overcoming challenges, both personally and in my work. A complete dork at heart I love to learn, whether it be with my nose stuck in a book or through the countless YouTube tutorials I have bookmarked in my browser. Adventure is what I desire most and I believe that every day we are given the opportunity to create a new adventure.

Latest News

YouTube Launches OpenCall Creator Casting Call Service As Creators Are “Swarming” Cannes
17/06/2025
B&T’s Cannes Diary: Saturday & Sunday
17/06/2025
Les Timar Exits Clemenger Group After 27 Years
17/06/2025
TV Ratings (16/06/2025): Food-Themed Superhero’s Take Top Spot In Entertainment Programs
17/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?