Some large enterprises do choose to build and manage an in-house consent management platform, but it’s not the best solution for most brands and publishers. The costs to build, maintain, and manage such a platform on your own can be significant with dedicated engineering teams and compliance managers monitoring and keeping the platform up to date.
Even some large companies struggle when using in-house CMPs. Oracle and Salesforce were hit with class-action suits over their tracking consent practices. A French company was sued because their language was unclear, opt-ins had pre-checked boxes, and failed to provide the granular control that is required.
It can be complex to even find all the cookies and trackers on your website. According to a 2020 study published by Cornell University, 72% of cookies are hidden inside other trackers. 18% of trackers load as many as eight additional cookies. Half of these hidden cookies change upon repeat visits.