Immediate deepens CMP strategy, slashes ad tech partnerships for sharper data governance

Consent management platforms at Immediate aren’t just about ticking boxes for data laws. They’re the compass steering strategic partnerships: helping decide who stays and who gets the boot among ad tech partners dropping cookies on their site.

And quite a few were doing just that, said Mario Lamaa, director of revenue operations at Immediate. Armed with this insight, he and his team confronted these partners about their data practices. Those unable to justify their actions were swiftly cut loose, Lamaa added. This started in 2023. 

“At the start of the year [2023] we had close to 900 partners and by the end of it we had around 150, said Lamaa. 

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