Optimise has unveiled its cutting-edge Consent Control tool, designed to streamline the way advertisers manage consent for affiliates and partners. This new tool empowers advertisers to efficiently handle consent signals across different partnership types, ensuring compliance while enhancing user experience. The launch comes at a critical time. The Information Commissioner's Office (ICO) recently updated its guidance on consent management, clarifying that Cashback sites can be exempt from user consent and cookies can be strictly necessary if used to fulfil a reward or service that the user has proactively subscribed to. Optimise Media's Consent Control tool responds to this evolving landscape, making it easier for advertisers to ensure they allow cookies for traffic from Reward sites, and tailor their approach for different Partner types. This tool allows advertisers to differentiate consent requirements across various partner types, including cashback, voucher code and loyalty sites or comparison, content and influencers for example. With greater flexibility and control, brands can tailor their consent signals for different user journeys, focusing on user opt-ins where necessary while more easily fulfilling their obligations for Reward site users. Key Features of the Consent Control tool: • Advanced Consent Management: Set the correct consent status for Reward site’s users, and other partner types, with the ability to control consent classification signals at a Partner Type level • Regulatory Compliance: Supports compliance with the latest ICO guidelines, specifically where cookies are deemed strictly necessary to deliver rewards that users have proactively subscribed to. • Improved tracking reliability: More accurate tracking for Reward partners and their users, ensuring accurate attribution and reward allocation, validation and fulfilment. • Enhanced User Experience: Users coming from reward sites will experience a smoother journey without the disruption of consent capture walls, and more accurate tracking of transactions, reducing the risk of untracked sales and delays in receiving their rewards. • Reduced Administrative Overhead: Brands don’t need to overhaul their existing infrastructure and are likely to experience fewer customer transaction queries,

Giles Hunt, Chief Technology Officer at Optimise, said, "In today's digital ecosystem, data privacy and consent management are more complex than ever. Our new Consent Control tool provides advertisers with the control and transparency they need to ensure compliance without disrupting user engagement. Given the ICO's latest guidance, this tool is a timely solution for brands managing affiliate and partner programs where Rewards based partner models are a part of the affiliate and partner mix." The new ICO guidelines highlight the importance of user consent in digital marketing. According to the update, consent may be deemed "strictly necessary" in situations where cookies or similar technologies are used to deliver rewards or services that users have actively opted into. Optimise’s Consent Control tool ensures that advertisers are able to act on this updated guidance more easily, enhancing their partnerships or and improving customer experience too. Adoption rates are high with more than 80% of Optimise Advertisers already compliant with the new guidelines and correctly classifying Cashback cookies as strictly necessary. This innovative tool also allows businesses to maintain the delicate balance between regulatory compliance and performance marketing, making it easier to work with affiliates and partners while respecting user privacy and preferences. For more information about the Consent Control tool or to schedule a meeting, get in touch now Optimise has unveiled its cutting-edge Consent Control tool, designed to streamline the way advertisers manage consent for affiliates and partners. This new tool empowers advertisers to efficiently handle consent signals across different partnership types, ensuring compliance while enhancing user experience. The launch comes at a critical time. The Information Commissioner's Office (ICO) recently updated its guidance on consent management, clarifying that Cashback sites can be exempt from user consent and cookies can be strictly necessary if used to fulfil a reward or service that the user has proactively subscribed to. Optimise Media's Consent Control Tool responds to this evolving landscape, making it easier for advertisers to ensure they allow cookies for traffic from Reward sites, and tailor their approach for different Partner types. This tool allows advertisers to differentiate consent requirements across various partner types, including cashback, voucher code and loyalty sites or comparison, content and influencers for example. With greater flexibility and control, brands can tailor their consent signals for different user journeys, focusing on user opt-ins where necessary while more easily fulfilling their obligations for Reward site users. Key Features of the Consent Control tool: • Advanced Consent Management: Set the correct consent status for Reward site’s users, and other partner types, with the ability to control consent classification signals at a Partner Type level • Regulatory Compliance: Supports compliance with the latest ICO guidelines, specifically where cookies are deemed strictly necessary to deliver rewards that users have proactively subscribed to. • Improved tracking reliability: More accurate tracking for Reward partners and their users, ensuring accurate attribution and reward allocation, validation and fulfilment. • Enhanced User Experience: Users coming from reward sites will experience a smoother journey without the disruption of consent capture walls, and more accurate tracking of transactions, reducing the risk of untracked sales and delays in receiving their rewards. • Reduced Administrative Overhead: Brands don’t need to overhaul their existing infrastructure and are likely to experience fewer customer transaction queries,

Giles Hunt, Chief Technology Officer at Optimise, said, "In today's digital ecosystem, data privacy and consent management are more complex than ever. Our new Consent Control tool provides advertisers with the control and transparency they need to ensure compliance without disrupting user engagement. Given the ICO's latest guidance, this tool is a timely solution for brands managing affiliate and partner programs where Rewards based partner models are a part of the affiliate and partner mix." The new ICO guidelines highlight the importance of user consent in digital marketing. According to the update, consent may be deemed "strictly necessary" in situations where cookies or similar technologies are used to deliver rewards or services that users have actively opted into. Optimise’s Consent Control tool ensures that advertisers are able to act on this updated guidance more easily, enhancing their partnerships or and improving customer experience too. Adoption rates are high with more than 80% of Optimise Advertisers already compliant with the new guidelines and correctly classifying Cashback cookies as strictly necessary. This innovative tool also allows businesses to maintain the delicate balance between regulatory compliance and performance marketing, making it easier to work with affiliates and partners while respecting user privacy and preferences. For more information about the Consent Control tool or to schedule a meeting, get in touch now Connect With Us Today | Optimise Media.