What is the CMPS cookie?
This cookie identifies the primary server to enable fast response times and load balancing for user webpage experiences.
Table of Contents
About CMPS
| Vendor | Index Exchange |
|---|---|
| Cookie Domain | casalemedia.com |
| Category Category The functional category of the technology, such as Web Analytics or Social Media. Learn more | Advertising & Paid Media |
| Consent Category Consent Category The consent category this cookie most commonly falls under across sites we scan, normalized into four standard categories. Learn more | Targeting & Advertising |
| Prevalence | Very Common |
| Popularity Popularity Popularity is calculated from our dataset of 4.5B+ cookies analyzed across hundreds of millions of web pages. Learn more | Found on 21.4% of scanned pages |
| Expiration Type | Timestamp |
| Expiration Duration | 29 days |
| Party Type Party Type Whether the cookie is first-party or third-party. Learn more | 3rd-Party |
| Risk Level Risk Level Rates how sensitive the data stored by this cookie is (High, Medium, or Low) based on data classification and distribution. Learn more | Medium |
| Vendor Privacy Policy | https://www.indexexchange.com/privacy/ |
| Vendor Website | https://www.indexexchange.com |
What is the purpose of CMPS?
The CMPS cookie is a third-party advertising cookie set by Index Exchange (known as Casale Media until its rebrand in 2015) on the casalemedia.com domain. According to vendor and third-party documentation, it is primarily used to identify the primary server to enable fast response times and load balancing, which improves the overall user experience during programmatic ad operations. In the broader context of Index Exchange's supply-side platform, these fast response times are important for real-time bidding (RTB) and the efficient delivery of advertisements. The cookie is part of the Casale Media cookie family (e.g., CMDD, CMID, CMPS, CMST) that supports Index Exchange's ad-serving and cookie-syncing infrastructure.
What are the Privacy Risks of CMPS?
Risk Level: Medium
The CMPS cookie is classified as a medium risk. While its primary stated function is load balancing and improving server response times, it is set by Index Exchange - a third-party programmatic advertising exchange. Cookies deployed by such advertising platforms operate in conjunction with other identifiers to facilitate cross-site tracking, real-time bidding, and targeted advertising based on pseudonymous behavioral data. It does not natively handle explicitly identifiable personal information (PII), but its role in the programmatic ad ecosystem warrants scrutiny.
How to Remove CMPS from a Website
To remove the CMPS cookie, website administrators should remove the Index Exchange tag or script from their website. This can typically be done within a Tag Management System (such as Google Tag Manager or Tealium) by disabling or deleting the Index Exchange tag. Alternatively, if the cookie is set through a header bidding wrapper or programmatic advertising integration, administrators must reconfigure their ad stack to exclude Index Exchange as a demand/supply partner. Keep in mind that removing this vendor will stop their programmatic ads from being served on the site.