On EU traffic, ads that use personal data need a valid consent signal. The marketplace has three ways to collect it and pass it into bid requests and targeting.
The three options
| Plugin | Best for | Price |
|---|---|---|
| Consent Manager | A branded IAB TCF 2.2 banner for your publishers, with consent passed in bid requests | $990 one time |
| Cookiebot | Sites already using Cookiebot; consent passed into targeting and reporting | $1,490 one time |
| OneTrust | Large sites with enterprise consent management | $2,490 one time |
All three are TCF 2.2 ready and work with the SSP and DMP. The Google Consent Mode v2 plugin, included at no cost, passes the consent signals Google needs for EU traffic.
How to choose
- Already using a consent tool? Connect that one; don't ask visitors to answer twice.
- No tool yet and simple needs? Consent Manager gives you a branded TCF 2.2 banner.
- Large organisation with legal review of every vendor? OneTrust is usually what they expect.
Your responsibilities
As operator you are the controller for your advertising data. A consent tool helps you collect and pass consent; it doesn't decide what your lawful basis is or what your banner must say. This article is general information, not legal advice. Take your own legal advice on what applies to your business.
Related: Consent on EU traffic: TCF 2.2 and Google Consent Mode v2 · GDPR: who is the controller?
Nov 13, 2026