For the past two years, Axeptio has established a strong foothold in Quebec’s adtech ecosystem. This integration has been built in close collaboration with Rablab, a long-standing agency partner. Last July, Rablab co-founder Jean-Philippe Dauphinais explained why the agency chose Axeptio to support its clients and meet the specific expectations of Quebec organizations when it comes to compliance and performance.
Taking the conversation further, Nicolas Rabouille welcomed Cédric Lafrance and Pierre Gagnon-Gingras on the "Entre 2 Pubs" podcast to take a closer look at the growing synergies between consent management and marketing.
In the episode, Cédric and Pierre explain how Axeptio takes into account the specific requirements of Law 25 and PIPEDA, while also anticipating potential regulatory changes that could affect Quebec businesses, such as those proposed under Bill C-27. This legal expertise is supported by lawyers, including one of Axeptio’s co-founders, who is a member of the Quebec Bar, ensuring a strong understanding of the local regulatory context. Together, they discuss the particularities of handling the “reject” option in Quebec, highlight poor practices, and point out the risks of “privacy washing” and superficial compliance.
In the second part of the discussion, Pierre addresses a key challenge for marketing teams: the reliability of data in an environment where an increasing share of traffic is no longer captured through traditional measurement tools. Nicolas and Pierre recommend systematically comparing the volumes observed by the CMP — which accounts for all visitors exposed to the banner — with those reported by tracking tools, and then applying a simple modeling approach to get a more accurate picture within platforms such as GA4.
The conversation also looks at the direct impact of UX choices, particularly the use of a Consent Wall. While it may increase bounce rates, it also ensures that the remaining traffic is qualified and fully consented. At the same time, Cédric and Pierre emphasize the importance of brand experience: beyond the widget design itself, tone, brand trust, and message consistency all influence opt-in rates. Banner personalization therefore becomes a conversion lever in its own right.
Finally, the episode looks ahead to a broader question: what will tracking and consent look like in a world of AI agents? If preferences are increasingly managed directly by browsers or personal assistants, CMPs could evolve into an invisible exchange layer between users and websites. The challenge will no longer be simply to collect consent, but to intelligently orchestrate the relationship between privacy, personalization, and performance.
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