Observed Signal · Feb 24, 2026 · White Paper Release · Source: ExchangeWire · Impact: 2/5 · Sentiment: Positive
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.
Demonstrates CMPs can materially increase first‑party consent and usable data for e-commerce marketing (opt‑ins, attribution, ROAS), but is a vendor/sector white paper rather than a major platform or regulatory change.
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Key Takeaways & Evidence Grounding
- Axeptio and Agence123 published a white paper analyzing six e-commerce brand case studies.
- Some brands in the study reported up to 85% interaction rates and 85% consent rates from personalized consent experiences.
- The study observed opt-in rates as high as 72% in some cases, increasing usable data for retargeting and paid media.
- The white paper states that an optimized CMP can reconcile GDPR compliance with marketing performance, improving data reliability, attribution, and campaign control.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
Revolutionizing Consent: Axeptio Launches Immersive Video CMP
Axeptio announces an immersive Consent Management Platform (CMP) that embeds video directly in the cookie banner, turning consent into a storytelling‑driven, performance‑oriented experience. The update targets consent fatigue by offering a sensory, customizable banner while preserving core CMP features such as text, color, and branding. The new design enables brands to use video for Welcome messages, ambassador cues, or institutionals, effectively transforming consent into a branding moment. A no‑code editor gives marketing and design teams full autonomy to configure and optimize the CMP without technical or legal help, including home image, embedded video, colors, tone, shadows, and CTAs. Real‑time dashboards track interaction, consent, and opt‑in rates, with ongoing Google Consent Mode V2 and analytics integrations (GA4, Piano, Amplitude, Matomo, Beyable). Merinos has tested using video within the banner, demonstrating new storytelling opportunities. Overall, Axeptio reframes the CMP as a communications channel that drives engagement and performance.
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