Observed Signal · Feb 24, 2026 · Publication · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
Consent Management: The Key to E-commerce Marketing Success
Axeptio and Agence123 published a white paper analysing six e-commerce case studies that reposition consent management as a marketing performance asset rather than solely a GDPR compliance tool. The study—titled “Six e-commerce Brands Show How Consent Can Drive marketing performance”—reports that personalised consent experiences produced interaction and consent rates as high as 85%, and opt-in rates up to 72%, increasing actionable data for retargeting and paid-media. The paper argues an optimised Consent Management Platform (CMP) can support data strategy, attribution, and ROAS optimisation while balancing regulatory compliance, improving data reliability and acquisition campaign effectiveness during high commercial pressure.
Provides industry evidence that optimised CMPs can materially improve first‑party data capture, attribution, and ROAS for e-commerce — useful but not industry‑shifting research from vendor/agency authors.
Track Axeptio Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Axeptio and Agence123 published a white paper analysing six real-world e-commerce case studies.
- The white paper is titled “Six e-commerce Brands Show How Consent Can Drive marketing performance”.
- Certain brands in the study achieved up to 85% interaction rates and 85% consent rates via personalised consent experiences.
- Opt-in rates reached as high as 72%, increasing first‑party data available for retargeting and paid media.
- The report positions the Consent Management Platform (CMP) as a performance asset for data strategy, attribution, and ROAS optimisation, not just a GDPR compliance tool.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Transforming CMPs: E-Commerce Brands Boost Marketing Performance
Axeptio and Agence123 published a white paper analyzing six e-commerce brand case studies that converted Consent Management Platforms (CMPs) from GDPR compliance tools into marketing performance levers. The report highlights that personalized consent experiences can yield very high engagement—examples include interaction and consent rates up to 85%—and opt‑in rates reaching 72% in some cases. The authors argue an optimized CMP that balances regulatory compliance and marketing objectives increases the volume and reliability of exploitable first‑party data, improves attribution and ROAS, and helps better manage acquisition campaigns during periods of high commercial pressure.
MM Creative Agency Enhances Consent Management with Axeptio
Axeptio, a consent management platform (CMP), has been deployed by MM Creative Agency in the Netherlands to optimise consent collection for the agency’s clients. The agency upgraded its consent strategy in response to heightened regulatory scrutiny from the Dutch Data Protection Authority (Autoriteit Persoonsgegevens) and the growing importance of data for marketing performance. Axeptio provides extensive visual customisation of cookie banners—images, logos, text, colours, buttons and now video—allowing banners to align with each client’s brand and marketing objectives while maintaining regulatory compliance. MM Creative Agency describes the CMP as part of the website experience and views the partnership as enabling further development of consent-driven UX and marketing workflows. The deployment is presented as a case study of consent management acting as a strategic lever for agencies balancing compliance, user experience and marketing efficiency.
Transforming Consent: Axeptio's Immersive Video Experience
Axeptio unveiled branded consent, a major evolution of its Consent Management Platform that centers video and storytelling. The new approach turns the cookie banner into an immersive, brand-customizable experience, aiming to counter consent fatigue by making compliance a marketing moment rather than a gate. The updated CMP supports native video integration, configurable branding elements, and educational icons to clarify legal purposes. Its no-code Consent Experience Builder lets marketing and design teams edit headers, video content, colors and calls to action without developer help, while real-time analytics track interaction, consent and opt-in rates. The platform remains compatible with Google Consent Mode v2 and leading analytics tools (GA4, Piano, Amplitude, Matomo, Beyable) and is designed to preserve Core Web Vitals, SEO and mobile performance. Early testing by Merinos showcased the new format; Axeptio positions branded consent as a growth lever that blends compliance with storytelling.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.