Consent Banner on websites turned into a crucial customer decision point on what data and approaches for Marketing & Analytics can be used by organisations. Beyond acceptance rate, our biggest challenge turned out that across websites between 51% and 76% of users did not interact with the banner at all – having a negative impact on User Experience (“letter box” usage) and 1st Party Data Consent. In this presentation, Nina and Michael will share their journey of consent optimization while improving customer experience and ensuring data protection compliance. They will share insights from differences across audiences, experiments to improve UX, and the effectiveness of driving consented traffic to the websites.