Cybake case study: improving video access and cookie consent

About Cybake

Cybake provides specialist enterprise resource planning (ERP) software for bakeries, helping businesses manage production, orders, deliveries, and other operational processes.

Its website plays an important role in communicating the benefits of its software to prospective customers. Video case studies allow existing customers to share their experiences and demonstrate how the software supports their businesses.

Cybake uses paid social advertising, including LinkedIn and Facebook campaigns, to introduce potential customers to these case studies.

Visitors who declined cookies could not watch a single video

The difficulty emerged when Cybake’s marketing team reviewed the experience of visitors arriving from paid social campaigns.

Visitors who accepted the relevant consent categories could watch the embedded videos normally. Those who declined tracking, however, encountered a problem. The website correctly prevented the third-party video player from loading, but offered no direct way to watch an individual video.

Instead, visitors had to reopen their cookie settings and change their wider consent preferences.

For someone who had followed an advertisement specifically to watch a video case study, this introduced unnecessary friction at an important point in the customer journey.

Our challenge was to remove that obstacle without weakening the consent controls already in place

Updated ICO guidance provided the basis for a better approach

In April 2026, the Information Commissioner’s Office published updated guidance clarifying how PECR applies to storage and access technologies, including those associated with embedded content.

Importantly, the guidance explains that websites can allow visitors to request embedded videos through a deliberate action, such as pressing Play, without requiring separate consent for storage or access that is necessary to deliver the requested content.

The conditions are important. The website should not load the third-party player or allow it to access information on the visitor’s device before the visitor requests the video. Visitors must also be informed that pressing Play will load external content and may involve cookies or similar technologies.

Where those requirements are met, the visitor’s deliberate request provides the basis for loading the video without requiring consent through the website’s wider consent management platform.

This exception does not extend to unrelated advertising, profiling, or analytics activities, which must remain subject to the appropriate controls.

For Cybake, the guidance provided a clear regulatory basis for improving the video experience while maintaining the wider privacy framework.

Visitors can now decline tracking and still watch the videos

Cybake’s website now distinguishes between a visitor’s general tracking preferences and their deliberate decision to load an individual video.

Visitors who decline non-essential tracking can still access video case studies through a single, informed action, without changing their original consent preferences.

The Cookiebot implementation remains in place, continuing to manage consent for the other technologies used on the website.

The result is a more accessible marketing journey, with an unnecessary barrier removed and the wider privacy controls retained.

The solution also reduces ongoing maintenance by applying consistently to current and future video content.

Although comparative figures for video engagement or campaign conversions are not currently available, the original usability problem has been resolved.

Talk to us about consent management that protects your campaigns

If your website uses analytics, advertising platforms, embedded video, or other third-party services, we can help you respect visitors’ choices without creating unnecessary barriers.

Our work covers technical assessment, consent platform configuration, third-party integrations, testing, and ongoing monitoring. Explore our consent management service for automated GDPR compliance or get in touch to discuss your project.