What is the primary function of consent management in digital advertising?

The primary function of consent management in digital advertising is indeed to ensure compliance with data protection regulations. This involves obtaining, managing, and tracking user consent regarding how their personal data is collected, used, and shared. With the rising importance of privacy laws, such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, advertisers must implement consent management systems to respect user privacy and maintain transparent communication about data usage practices.

By effectively managing consent, advertisers can build trust with users, avoid potential legal issues, and ensure that they are operating within the frameworks established by these regulations. This ultimately enables them to continue collecting and using data for targeted advertising while respecting users' rights to control their personal information. Therefore, the emphasis on compliance ensures that digital advertising practices align with legal requirements, which is crucial in today’s landscape where privacy is a significant concern.