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Consumers use more internet-connected devices than ever (17 per household on average in the U.S), causing challenges for online publishers looking to provide great, consistent user experiences. This includes consent management, of course, and the overexposure to consent banners known as consent fatigue.
In this article, we cover some of the most frequently asked questions we receive about cross-device consent management to help you understand the challenges at play, what organizations can do to adapt, and what we built at Didomi to help.
What is cross-device consent management?
Cross-device consent management allows organizations to synchronize and manage user privacy preferences across multiple devices and platforms while maintaining a consistent user experience.
What are the current challenges driving the need for cross-device consent?
With consumers owning an average 3.6 devices globally, it is critical for both compliance and user satisfaction to avoid asking them for their consent every single time they access a service from a different device.
The repeated exposure to consent banners naturally leads to consent fatigue which, in turn, causes lower opt-in rates from frustrated users and potential revenue loss for businesses, especially publishers.
How does the Didomi cross-device feature work?
The Didomi cross-device feature uses authenticated user identifiers to recognize users across platforms. When a user makes a choice on one device, their preferences are securely stored and automatically applied when they log in on other devices, ensuring a seamless experience.
What are the business benefits of implementing cross-device consent?
Organizations see improved consent rates (up to 10% increase in some cases), better user experience, reduced bounce rates, and enhanced monetization potential through consistent consent across platforms.
What is the difference between cross-device and cross-domain?
Cross-device consent management synchronizes user preferences across different devices (like mobile, web, CTV) when users are authenticated, requiring user login for a consistent experience.
Cross-domain consent management, on the other hand, shares consent across different domains and subdomains owned by the same organization using a "group cookies" functionality, which works without requiring user authentication.
Practical example: A media group might use cross-domain to share consent across their news and sports websites while using cross-device to ensure a logged-in subscriber has consistent preferences whether they're using the mobile app or website.
How does cross-device consent support privacy compliance?
Cross-device ensures consistent application of privacy choices while maintaining detailed audit trails and proof of consent. This helps organizations meet requirements under GDPR, CPRA, and other regulations.
How does cross-device consent impact advertising and analytics?
By maintaining consistent consent across platforms, organizations can optimize their advertising and analytics strategies, leading to improved targeting capabilities and more accurate data collection.
How can organizations balance user privacy with user experience in cross-device consent?
Successful organizations achieve this balance by implementing user-friendly authentication methods, offering clear value propositions for logging in (like personalized experiences), and ensuring transparent privacy controls.
The key is to make consent synchronization feel like a benefit. For example, by emphasizing how users only need to set their preferences once across all platforms, while maintaining the option for anonymous browsing when preferred.
How can organizations measure the success of their cross-device consent implementation?
Success metrics include improved consent rates, reduced banner displays, increased user engagement, better monetization for publishers, and comprehensive analytics tracking.
What is an example of a company that successfully implemented cross-device consent management?
Orange, France's leading telecom operator serving over 25 million users monthly across websites, mobile apps, and TV platforms, successfully implemented cross-device consent management with remarkable results: they achieved a 10% increase in consent rates while improving user experience.
By centralizing consent management across all screens (mobile, TV, and apps), the organization is able to ensure that when a customer consents on the website, their preferences are automatically recognized when they later access the app or TV services.
This not only enhances user satisfaction by eliminating repeated consent requests but also demonstrates how large enterprises can balance privacy compliance with optimal user experience.
Read our case study or watch our video with Orange to learn more:
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