{"id":2284,"date":"2018-06-07T13:32:24","date_gmt":"2018-06-07T12:32:24","guid":{"rendered":"https:\/\/oko.uk\/?p=2284"},"modified":"2018-06-07T13:32:24","modified_gmt":"2018-06-07T12:32:24","slug":"how-the-worlds-busiest-websites-tackle-gdpr-consent","status":"publish","type":"post","link":"https:\/\/cool.co\/supply-side-platform-home\/how-the-worlds-busiest-websites-tackle-gdpr-consent\/","title":{"rendered":"How the world&#8217;s busiest websites tackle GDPR consent"},"content":{"rendered":"<p>Confusion around GDPR has led many website owners to make the decision to wait and see how other websites tackle it before committing to their own solution. User consent is an area of particular concern for many websites, with a myriad of approaches and solutions being used around the web.\u00a0 Hoping to find some form of consensus on how to approach consent, we looked at how some of the world&#8217;s busiest websites are approaching it. Visiting the top 5 websites in fifteen difference categories, we looked at how each presented cookie\/privacy information to a user inside the European Economic Area.<\/p>\n<h2>How many sites notify about cookies \/ privacy?<\/h2>\n<p>The first test was simply whether any form of privacy or cookie information was presented to the user. It was noted whether each site requested active consent (such as clicking of an &#8220;agree&#8221; button, or setting preferences), provided some sort of notice beyond a discrete privacy link (such as a pop-up message or interstitial), or did neither of these things. Over 37% of the tested sites did neither.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2288\" src=\"https:\/\/stg-coolmedia-stage.kinsta.cloud\/wp-content\/uploads\/2018\/06\/consent-method.png\" alt=\"What sites requested consent\" width=\"472\" height=\"292\" \/><\/p>\n<p><strong>Of the 75 sites tested:<\/strong><\/p>\n<ul>\n<li>28 presented no notice regarding cookies, privacy or personalised ads<\/li>\n<li>26 showed a notice (such as a pop-up alert)<\/li>\n<li>21 requested some form of user interaction to provide consent<\/li>\n<\/ul>\n<h2>What active consent mechanism was used?<\/h2>\n<p>Test two was to look at what method was used to collect consent when some form of active consent was sought. Over half of the sites tested opted for granular controls that allowed the user to either select what Cookies were used, or what purposes cookies could be used for.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2289\" src=\"https:\/\/stg-coolmedia-stage.kinsta.cloud\/wp-content\/uploads\/2018\/06\/chart.png\" alt=\"GDPR consent methods\" width=\"490\" height=\"292\" \/><\/p>\n<p><strong>Of the 21 sites that presented some form of opt-in:<\/strong><\/p>\n<ul>\n<li><strong>7 were Opt-in only<\/strong> :\u00a0\u00a0A notice was presented with a means to provide consent (such as an &#8220;I agree&#8221; button). No on-site means offered to refuse consent or otherwise adjust cookie usage.<\/li>\n<li><strong>1 was Opt-in \/ Opt-out<\/strong> :\u00a0A notice was presented with a means to provide consent (such as an &#8220;Agree&#8221; button) and a means to decline it (such as a &#8220;Disagree&#8221; button).<\/li>\n<li><strong>11 offered granular controls over cookie usage<\/strong> :\u00a0A means was provided to consent to decline the use of either particular cookies or particular uses of cookies.<\/li>\n<li>2 took a different approach (see below)<\/li>\n<\/ul>\n<p><strong>Foxnews.com<\/strong> showed no privacy or cookie notice, but prevented personalised ads serving to EEA users by simply blocking all ads to users in that region. Content still served normally, but without ads showing.<\/p>\n<p><strong>Indiatimes.com<\/strong> Simply blocked all users in the EEA from accessing the site, instead showing a notice explaining that they are currently not allowing users in Europe to access the site.<\/p>\n<h2>What the sites served whilst awaiting consent<\/h2>\n<p>Sites load before consent is given, and there are differences in what content is served whilst waiting for consent. 37.5% of the sites that serve ads didn&#8217;t do so until consent was sought. Almost half of sites blocked all content\/interaction until preferences had been set.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2291 size-full\" src=\"https:\/\/stg-coolmedia-stage.kinsta.cloud\/wp-content\/uploads\/2018\/06\/showblockads.png\" alt=\"Showblockads\" width=\"279\" height=\"270\" \/><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2292\" src=\"https:\/\/stg-coolmedia-stage.kinsta.cloud\/wp-content\/uploads\/2018\/06\/showblockcontent.png\" alt=\"Showblockcontent\" width=\"279\" height=\"270\" \/><\/p>\n<p><strong>Of the 21 sites that required active consent:<\/strong><\/p>\n<ul>\n<li>10 blocked content until the user had expressed their preferences<\/li>\n<li>5 were sites that didn&#8217;t show ads<\/li>\n<li>6 blocked ads until preferences were set<\/li>\n<li>10 served some sort of ad before preferences were expressed<\/li>\n<\/ul>\n<h2>Conclusions<\/h2>\n<p>Even amongst some of the busiest sites on the web there is still little consensus on either when consent should be sought or what form that consent should take. Solutions range from the costly\u00a0 and conservative to making no outwardly obvious efforts towards compliance. Even amongst top sites, over a third have no apparent means to gain consent. Whether that is due to taking the position that none is required or not yet having a solution in place is not yet clear.<\/p>\n<h2>Methodology<\/h2>\n<p>We looked at the top 5 websites in each of Alexa&#8217;s top level categories, skipping any domain that appeared in an earlier category. Each was viewed on desktop and mobile in an incognito browser window from two different UK IP addresses. We only looked at consent gathering, not the less clear topic of whether consent was necessary. No testing was done as to whether withdrawing consent had any actual impact on Cookie use.\u00a0 No testing was done on site in the adult category.\u00a0 Analysis was performed on June 6th 2018. Please note that our experience at time of testing may not reflect the experience of others. No opinion is offered regarding the compliance status of any of the websites tested.<\/p>\n<p><strong>Consent methods were classified as follows:<\/strong><\/p>\n<ul>\n<li><strong>None\u00a0: <\/strong>No notice regarding cookie or advertising consent was seen.<\/li>\n<li><strong>Notice only<\/strong> : Some form of notice was presented regarding Cookies\/Privacy. This was information only with not means presented to affect cookie use.<\/li>\n<li><strong>Opt-in only<\/strong> : A notice was presented with a means to provide consent (such as an &#8220;I agree&#8221; button). No on-site means offered to refuse consent or otherwise adjust cookie usage.<\/li>\n<li><strong>Opt-in \/ Opt out<\/strong> : A notice was presented with a means to provide consent (such as an &#8220;Agree&#8221; button) and a means to decline it (such as a &#8220;Disagree&#8221; button).<\/li>\n<li><strong>Granular controls<\/strong> : A means was provided to consent to decline the use of either particular cookies or particular uses of cookies.<\/li>\n<\/ul>\n<h2>Raw data<\/h2>\n<table class=\"responsive\">\n<tbody>\n<tr>\n<th>Category \/ Domain<\/th>\n<th>Notice type<\/th>\n<th>Content serving<\/th>\n<th>Ad serving<\/th>\n<\/tr>\n<tr>\n<th colspan=\"4\">ENTERTAINMENT<\/th>\n<\/tr>\n<tr>\n<td>youtube.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>imdb.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>bbc.co.uk<\/td>\n<td>Granular controls<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>cnn.com<\/td>\n<td>Opt in only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>espn.com<\/td>\n<td>Opt in only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">BUSINESS<\/th>\n<\/tr>\n<tr>\n<td>office.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>paypal.com<\/td>\n<td>Granular controls<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>chase.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>indeed.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>alibaba.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">COMPUTERS<\/th>\n<\/tr>\n<tr>\n<td>google.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>facebook.com<\/td>\n<td>Granular controls<\/td>\n<td>Block until preference known<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<tr>\n<td>yahoo.com<\/td>\n<td>Granular controls<\/td>\n<td>Block until preference known<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<tr>\n<td>wikipedia.org<\/td>\n<td>None<\/td>\n<td>Block until preference known<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>twitter.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">GAMES<\/th>\n<\/tr>\n<tr>\n<td>twitch.tv<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>roblox.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>steampowered.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>gamespot.com<\/td>\n<td>Granular controls<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>ign.com<\/td>\n<td>Granular controls<\/td>\n<td>Block until preference known<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">HEALTH<\/th>\n<\/tr>\n<tr>\n<td>nih.gov<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>webmd.com<\/td>\n<td>Opt in only<\/td>\n<td>Block until preference known<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>myfitnesspal.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>mayoclinic.org<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>psychologytoday.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">HOME<\/th>\n<\/tr>\n<tr>\n<td>yelp.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>theverge.com<\/td>\n<td>Opt in only<\/td>\n<td>Serve immediately<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<tr>\n<td>gizmodo.com<\/td>\n<td>Granular controls<\/td>\n<td>Block until preference known<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>gsmarena.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>cnbc.com<\/td>\n<td>Notice only<\/td>\n<td>Block until preference known<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">KIDS AND TEENS<\/th>\n<\/tr>\n<tr>\n<td>epicgames.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>reverso.net<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>thesaurus.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>weebly.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>battle.net<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">NEWS<\/th>\n<\/tr>\n<tr>\n<td>reddit.com<\/td>\n<td>Opt in only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>nytimes.com<\/td>\n<td>Opt in only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>theguardian.com<\/td>\n<td>Opt in \/ out<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>indiatimes.com<\/td>\n<td>Other<\/td>\n<td>Block until preference known<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<tr>\n<td>foxnews.com<\/td>\n<td>Other<\/td>\n<td>Serve immediately<\/td>\n<td>Not to EEA users<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">RECREATION<\/th>\n<\/tr>\n<tr>\n<td>booking.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>tripadvisor.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>9gag.com<\/td>\n<td>Granular controls<\/td>\n<td>Block until preference known<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>expedia.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>hotels.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">REFERENCE<\/th>\n<\/tr>\n<tr>\n<td>stackoverflow.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>archive.org<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>worldreference.com<\/td>\n<td>None<\/td>\n<td>Block until preference known<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<tr>\n<td>goodreads.com<\/td>\n<td>None<\/td>\n<td>Block until preference known<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<tr>\n<td>blackboard.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">REGIONAL<\/th>\n<\/tr>\n<tr>\n<td>Amazon.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>Google.co.in<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>Googe.co.uk<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>microsoft.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>amazon.co.jp<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">SCIENCE<\/th>\n<\/tr>\n<tr>\n<td>researchgate.net<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>coinmarketcap.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>sciencedirect.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>urbandictionary.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>ieee.org<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">SHOPPING<\/th>\n<\/tr>\n<tr>\n<td>netflix.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>ebay.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>amazon.co.uk<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>walmart.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>etsy.com<\/td>\n<td>Granular controls<\/td>\n<td>Block until preference known<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">SOCIETY<\/th>\n<\/tr>\n<tr>\n<td>siteadvisor.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>patreon.com<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>state.gov<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>jw.org<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<td>europa.eu<\/td>\n<td>None<\/td>\n<td>Serve immediately<\/td>\n<td>Doesn&#8217;t run ads<\/td>\n<\/tr>\n<tr>\n<th colspan=\"4\">SPORTS<\/th>\n<\/tr>\n<tr>\n<td>cricbuzz.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>nba.com<\/td>\n<td>Granular controls<\/td>\n<td>Block until preference known<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>espncricinfo.com<\/td>\n<td>Opt in only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>bleacherreport.com<\/td>\n<td>Notice only<\/td>\n<td>Serve immediately<\/td>\n<td>Serve immediately<\/td>\n<\/tr>\n<tr>\n<td>goal.com<\/td>\n<td>Granular controls<\/td>\n<td>Block until preference known<\/td>\n<td>Block until preference known<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<blockquote><p>If you need some help understanding GDPR consent, we have a free download explaining <a href=\"https:\/\/oko.uk\/resources\/euu-consent\">EU user consent for publishers websites.<\/a><\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Confusion around GDPR has led many website owners to make the decision to wait and see how other websites tackle it before committing to<\/p>\n","protected":false},"author":1,"featured_media":2293,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[10],"tags":[8],"class_list":["post-2284","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analysis","tag-privacy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How the world&#039;s busiest websites tackle GDPR consent | Supply-Side Platform | COOL Media (formerly OKO Digital)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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