ConsentStack Research: 91% of Sites Fire Trackers Before Consent
Key Questions
What did the ConsentStack research find about tracker behavior on websites?
The scan of major CMPs including Cookiebot, OneTrust, Ketch, and CookieYes revealed that 91% of sites fire trackers before obtaining consent due to deployment failures rather than the choice of tool. This highlights ongoing issues with operational drift and misclassified categories in cookie banners.
How do cookie banner failures contribute to pre-consent tracking?
Failures often stem from treating banners as pop-ups instead of integrated systems, leading to trackers firing before user consent. Related issues include data leakage even when cookies are rejected, as seen in banking examples.
What measures are recommended to address pre-consent tracking under privacy laws?
Architectural gating and pre-consent blocking are needed to comply with state privacy laws. Proper vendor management and system-level fixes can mitigate these deployment gaps.
Scan of major CMPs (Cookiebot, OneTrust, Ketch, CookieYes) shows deployment failures, not tool choice, cause pre-consent tracking. Reinforces need for architectural gating and pre-consent blocking under state privacy laws. A new article on common cookie banner failures (operational drift, misclassified categories) further underscores these gaps.