Publishers

Consent your ad chain can read. Set up with you, across your sites.

For publishers, Gravito works on three things that touch revenue: the visitor's consent choice reaching the ad chain in the form it reads, audiences on your own pages, and machine traffic kept out of your auctions on your terms. Our team sets it up across all your sites.

Book a demo How we work

The ad chain

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What this page covers

This page is for publishers who sell programmatic advertising to readers in the EEA and the US. It describes what Gravito CMP, Gravito Data Platform and Gravito Quality Signal do on a publisher's sites, and links to each product page for the detail.

Consent the ad chain reads.

The visitor decides once; the CMP passes that choice to the ad chain and to Google, Microsoft and Amazon in the form each one reads.

Audiences on your own pages.

Audience membership and scored preferences are available on the page, live, for personalisation.

Your rules for machine traffic.

A verdict on each visit, and ad calls that can be skipped for visits your rules mark as not human.

One setup across your sites.

What every site shares is set up once; what each site needs of its own is handled on top.

Where consent meets revenue

In the programmatic chain, the visitor's choice travels as the IAB TCF string for EEA traffic and the IAB GPP (Global Privacy Protocol) string for US state privacy choices. These are the strings Prebid and ad servers read. The share of your traffic the ad chain can serve personalised ads to depends on those strings carrying what each visitor chose.

For a publisher's programmatic revenue, the strings that matter are TCF and GPP; Google Consent Mode v2 governs Google's measurement and advertising tags. Gravito CMP serves IAB TCF, GPP and the Google, Microsoft and Amazon consent signals from a single script. On the page, it provides the standard __tcfapi and __gpp interfaces that ad tech vendors read.

Frameworks

Certified does not mean transmitting correctly

Gravito CMP is registered with IAB Europe as a TCF CMP, ID 302, and is a Google-certified CMP, web and app. A listing says a CMP can produce the strings. Whether your ad chain receives what each visitor chose depends on how consent is wired into everything that loads after it, and that wiring is different on every site. The CMP is the first thing on the page, before your tag manager, your analytics and your ad stack, so that is where the wiring starts.

So we start with your setup.

1
We review your current consent and tag setup and identify what is required.
2
We configure the decisioning layer during implementation, so each region gets the framework or configuration that fits.
3
For US state privacy choices, which state sections your deployment uses is confirmed with you during implementation, against the current product.

A reader looking at a phone on a train platform

Readers everywhere, one deployment

One deployment covers readers in every region: the decisioning layer applies the framework or configuration each region needs, and every update reaches your sites through the same script. The banner is styled as part of your site, and readers can reopen their choices at any time, for example from a link in your footer.

How the decisioning layer works

Subscribers and consent-or-pay

A reader's consent preferences can follow their signed-in account, and are restored when they sign in again, with whichever identity or subscription system you run. That is what lets models such as consent-or-pay run on your sites.

Consent for signed-in users

Gravito Data Platform

First-party audiences on your own pages

Gravito Data Platform builds audiences from first-party profiles of your readers. Articles can be mapped to IAB content categories, so interests follow your own content structure, and audience membership is available on the page, live, for personalisation and for the tools on the page that read it. The profile layer underneath has run in production at publishers for several years.

Gravito Data Platform

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For a network of sites, Publisher Network IDs gives readers one persistent first-party ID across them, built on the Data Platform, and passes it to header bidding through Gravito's Prebid User ID module, gravitoIdSystem. Consent can be bridged across the same network.

Gravito Quality Signal

Machine traffic, on your rules

Some automated traffic runs JavaScript and renders pages the way a browser does. It is then counted as visits in analytics, as impressions in the ad stack and as interactions in the consent layer.

Gravito Quality Signal gives each visit a verdict, and your rules decide what follows: ad calls can be skipped for visits your rules mark as not human, so machines stay out of your auctions on your terms, and tags that build audiences can leave those visits out. This works on the verdict available at that moment, and reporting shows what got through.

Gravito Quality Signal

The usual start is to measure first:

1 install it
2 change nothing on the site
3 see what your traffic is made of

Many sites, brands and templates

Publishing groups get one setup for the whole group: what every site shares is set up once, and each site's own parts are handled on top.

Networks & platforms How we work

Flightradar24

Flightradar24 moved its consent management to Gravito CMP in April 2026, after we reviewed its consent setup with its team. By moving beyond generic territory handling, Flightradar24 now uses state-level geolocation for its US traffic, and the move optimised how its consent signals reach its demand partners.