1.
Consent Management - the new
insurance
Work with clean, compliant data and reach new heights
Hanna Waldenmaier - Director, Strategic Partnerships
28.11.2019, Women in Big Data

2.
About Usercentrics
Founded: 2017
Team: Strong expertise in AdTech,
Data Protection & Tech
Clients: 3000+ (mainly EU, some US)
“Personal data will only be valuable if obtained with a
valid user consent. Therefore, we enable you to make
data collection and processing intuitive and transparent
for your users, maximising opt-in rates.”
Make Privacy your competitive
advantage with Usercentrics.
Enterprise clients e.g.:
S&P 500
Austria
Partners, e.g.:

3.
Surfing in 2019 be like

4.
Privacy regulations are limiting the use of personal data
Data protection regulations like the EU GDPR, the California CCPA and the upcoming EU ePrivacy regulation protect the
privacy of the user and massively limit the opportunities of collecting and processing personal data.
GDPR, applicable regulation since 05/2018
CCPA, coming into effect 01/2020 ePrivacy, 2023/25
e.g. name, email address, etc.
Personal Data Pseudonymous Data Anonymous Data
e.g. aggregated data,
statistical values, geoIDs
e.g. pseudonymised
IP-address, User-IDs
→ Under GDPR and CCPA, unique personal identifiers, i.e. cookies, already require a legal basis such as consent

5.
Tracking technologies are within the scope of GDPR and CCPA
GDPR requires legal basis (i.e. Consent: Opt-in &
Opt-out or Legitimate Interest: Opt-out)
According to Recital 30 GDPR, for the use of specific
web technologies, operators of websites and apps need a
legal basis pursuant to Art. 6 GDPR and must get
consent/opt-in of their users.
CCPA requires an option to Opt-out and an Opt-in for
data subjects under age 16
Under CCPA, the “collecting” and “selling” of personal
information extends to online monitoring and tracking
which results in the obligation to offer a specific and
immediate opt-out to the user.
Tags
e.g. cookies, pixel,
fingerprints, etc.
collect
Personal Data
e.g. IP-address, user behaviour, etc.
Legal basis
pursuant to GDPR
and CCPA
require

6.
Obtain consent with a Consent Management Platform
With a Consent Management Platform (CMP) you can obtain the consent of your website visitors or app users enabling
you to continue to collect and process their data in compliance with data protection regulations.
visits
→ Under GDPR and CCPA, unique personal identifiers, i.e. cookies, already require a legal basis such as consent
Data
Management
Platform
preferences
data subject

7.
Consent → Data → Business

8.
Legal requirements of a valid consent
Freely
Consent must be
given freely,
access must be
possible without
consent (to
services not
technically
necessary to
provide the
service).
Informed
All relevant
information (g.B.
Purpose of the
processing,
processor) must
be available at the
point of giving
consent.
Granular
The purpose of
the data collection
must be explained
granular; a general
consent is not
valid.
Explicit
Consent must be
given explicitly,
e.g. through a
click or other
activity; an
implicit consent is
not valid.
Prior
Technologies, not
covered by
legitimate interest,
should only be
loaded, if a
consent was
given.
(Easy-)
Opt-out
Consent must be
as easy to
withdraw as it was
to give.
Documented
The website or
app operator must
be able to prove
that he had
consent and that
those consent
meet the
requirements of a
valid consent.
A CMP needs to be able to fulfill all requirements

9.
Data protection regulations AND Tech Companies enforce Consent
A professional Consent Management becomes a must-have for every website operator
ECJ
Explicit consent for cookies
on websites necessary
(Oktober 2019)
The Committee of German
Data Protection Authorities
(DSK)
Tracking only possible with
valid consent for the most
parts (April 2019)
Google EU Consent Policy
Cookies and personalized
advertising require consent
Facebook Consent Guide
Pixel und Custom
Audience Feature can only
be used with valid
consent
IAB Transparency & Consent
Framework
Advertising only possible
after Consent String has been
programmatically handed
over to vendors
ECJ
Consent for cookies necessary
(Cookie directive), Website
operators are jointly
responsible for the usage of
the Facebook Like Button on
websites (July 2019)

10.
Consent as Competitive Advantage
Consent has a ROI
and the Opt-in Rate
is your new KPI.

11.
Start Collecting Consents Today and Increase the Value of Your Data
With consent, you are guaranteed to
continue using the following technologies:
● Tracking
● Retargeting, e.g. Facebook Custom
Audiences und Google Conversion
● Personalization
Those who already collect opt-ins are building up
a ‘data treasure’ and competitive advantage.
Proprietary + Confidential 11

12.
Opt-in Optimation through Incentives
Objective: Continuous Increase of Opt-in Rates
● Opt-in Incentive Layer in cooperation with our
partner trbo

13.
Proprietary + Confidential
Consent will give you Peace of Mind
Protection against
fines
Securing advertising
revenues
Strengthen data
sovereignty
„We are like an insurance for companies. You might never need us. But if you need us you’re safe.“ 🛡

14.
Use Cases

15.
Commerzbank
● Individual Branding
● Self-hosting of the Usercentrics CMP
● No Deny-Button within the Banner
Integration of the Usercentrics CMP with Custom Design and Selfhosting Solution

16.
Ing-Diba
● Individual Branding
● Privacy Wall including an Overlay
● Only Accept-Button within the Banner
Integration of the Usercentrics CMP Privacy Wall

17.
FC Bayern
● Privacy Wall without Overlay
● Logo Placement as Custom Design
● Seamless integration into the Website
through Cookie Settings in the Footer
Privacy Wall and Logo Placement in the Banner

18.
DMEXCO
● Permanent Embedding in the Menu Header
● 100% Corporate Identity
● Seamless integration into the Website
Integration of the Usercentrics CMP in the Look & Feel of DMEXCO’s Corporate Identity

19.
Join Our Team!
We are currently looking to fill a number of exciting roles.
Take a look at our open positions and send your application now! 😁
➤ https://usercentrics.com/careers/

20.
Questions?
Usercentrics GmbH
Rosental 4
80331 Munich
Germany
Contact:
Hanna Waldenmaier, hw@usercentrics.com