Privacy Policies and Consent Management Platforms: Growth and Users' Interactions over Time

Abstract

In response to growing concerns about user privacy, legislators have introduced new regulations and laws such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) that force websites to obtain user consent before activating personal data collection, fundamental to providing targeted advertising. The cornerstone of this consent-seeking process involves the use of Privacy Banners, the technical mechanism to collect users' approval for data collection practices. Consent management platforms (CMPs) have emerged as practical solutions to make it easier for website administrators to properly manage consent, allowing them to outsource the complexities of managing user consent and activating advertising features. This paper presents a detailed and longitudinal analysis of the evolution of CMPs spanning nine years. We take a twofold perspective: Firstly, thanks to the HTTP Archive dataset, we provide insights into the growth, market share, and geographical spread of CMPs. Noteworthy observations include the substantial impact of GDPR on the proliferation of CMPs in Europe. Secondly, we analyse millions of user interactions with a medium-sized CMP present in thousands of websites worldwide. We observe how even small changes in the design of Privacy Banners have a critical impact on the user's giving or denying their consent to data collection. For instance, over 60% of users do not consent when offered a simple "one-click reject-all" option. Conversely, when opting out requires more than one click, about 90% of users prefer to simply give their consent. The main objective is in fact to eliminate the annoying privacy banner rather the make an informed decision. Curiously, we observe iOS users exhibit a higher tendency to accept cookies compared to Android users, possibly indicating greater confidence in the privacy offered by Apple devices.