diff --git a/modules/consentManagement.js b/modules/consentManagement.js
index 65e0d6e92eb..f0355749055 100644
--- a/modules/consentManagement.js
+++ b/modules/consentManagement.js
@@ -34,23 +34,22 @@ const cmpCallMap = {
 
 /**
  * This function reads the consent string from the config to obtain the consent information of the user.
- * @param {function(string)} cmpSuccess acts as a success callback when the value is read from config; pass along consentObject (string) from CMP
- * @param {function(string)} cmpError acts as an error callback while interacting with the config string; pass along an error message (string)
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
+ * @param {function({})} onSuccess acts as a success callback when the value is read from config; pass along consentObject from CMP
  */
-function lookupStaticConsentData(cmpSuccess, cmpError, hookConfig) {
-  cmpSuccess(staticConsentData, hookConfig);
+function lookupStaticConsentData({onSuccess}) {
+  onSuccess(staticConsentData);
 }
 
 /**
  * This function handles interacting with an IAB compliant CMP to obtain the consent information of the user.
  * Given the async nature of the CMP's API, we pass in acting success/error callback functions to exit this function
  * based on the appropriate result.
- * @param {function(string)} cmpSuccess acts as a success callback when CMP returns a value; pass along consentObject (string) from CMP
- * @param {function(string)} cmpError acts as an error callback while interacting with CMP; pass along an error message (string)
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
+ * @param {function({})} onSuccess acts as a success callback when CMP returns a value; pass along consentObjectfrom CMP
+ * @param {function(string, ...{}?)} cmpError acts as an error callback while interacting with CMP; pass along an error message (string) and any extra error arguments (purely for logging)
+ * @param width
+ * @param height size info passed to the SafeFrame API (used only for TCFv1 when Prebid is running within a safeframe)
  */
-function lookupIabConsent(cmpSuccess, cmpError, hookConfig) {
+function lookupIabConsent({onSuccess, onError, width, height}) {
   function findCMP() {
     let f = window;
     let cmpFrame;
@@ -100,10 +99,10 @@ function lookupIabConsent(cmpSuccess, cmpError, hookConfig) {
     logInfo('Received a response from CMP', tcfData);
     if (success) {
       if (tcfData.gdprApplies === false || tcfData.eventStatus === 'tcloaded' || tcfData.eventStatus === 'useractioncomplete') {
-        cmpSuccess(tcfData, hookConfig);
+        processCmpData(tcfData, {onSuccess, onError});
       }
     } else {
-      cmpError('CMP unable to register callback function.  Please check CMP setup.', hookConfig);
+      onError('CMP unable to register callback function.  Please check CMP setup.');
     }
   }
 
@@ -113,7 +112,7 @@ function lookupIabConsent(cmpSuccess, cmpError, hookConfig) {
     function afterEach() {
       if (cmpResponse.getConsentData && cmpResponse.getVendorConsents) {
         logInfo('Received all requested responses from CMP', cmpResponse);
-        cmpSuccess(cmpResponse, hookConfig);
+        processCmpData(cmpResponse, {onSuccess, onError});
       }
     }
 
@@ -134,7 +133,7 @@ function lookupIabConsent(cmpSuccess, cmpError, hookConfig) {
   let { cmpFrame, cmpFunction } = findCMP();
 
   if (!cmpFrame) {
-    return cmpError('CMP not found.', hookConfig);
+    return onError('CMP not found.');
   }
   // to collect the consent information from the user, we perform two calls to the CMP in parallel:
   // first to collect the user's consent choices represented in an encoded string (via getConsentData)
@@ -181,16 +180,6 @@ function lookupIabConsent(cmpSuccess, cmpError, hookConfig) {
       }
     }
 
-    // find sizes from adUnits object
-    let adUnits = hookConfig.adUnits;
-    let width = 1;
-    let height = 1;
-    if (Array.isArray(adUnits) && adUnits.length > 0) {
-      let sizes = getAdUnitSizes(adUnits[0]);
-      width = sizes[0][0];
-      height = sizes[0][1];
-    }
-
     window.$sf.ext.register(width, height, sfCallback);
     window.$sf.ext.cmp(commandName);
   }
@@ -259,6 +248,70 @@ function lookupIabConsent(cmpSuccess, cmpError, hookConfig) {
   }
 }
 
+/**
+ * Look up consent data and store it in the `consentData` global as well as `adapterManager.js`' gdprDataHandler.
+ *
+ * @param cb A callback that takes: a boolean that is true if the auction should be canceled; an error message and extra
+ * error arguments that will be undefined if there's no error.
+ * @param width if we are running in an iframe, the TCFv1 spec requires us to use the SafeFrame API to find the CMP - which
+ * in turn requires width and height.
+ * @param height see width above
+ */
+function loadConsentData(cb, width = 1, height = 1) {
+  let isDone = false;
+  let timer = null;
+
+  function done(consentData, shouldCancelAuction, errMsg, ...extraArgs) {
+    if (timer != null) {
+      clearTimeout(timer);
+    }
+    isDone = true;
+    gdprDataHandler.setConsentData(consentData);
+    if (cb != null) {
+      cb(shouldCancelAuction, errMsg, ...extraArgs);
+    }
+  }
+
+  if (!includes(Object.keys(cmpCallMap), userCMP)) {
+    done(null, false, `CMP framework (${userCMP}) is not a supported framework.  Aborting consentManagement module and resuming auction.`);
+    return;
+  }
+
+  const callbacks = {
+    onSuccess: (data) => done(data, false),
+    onError: function (msg, ...extraArgs) {
+      let consentData = null;
+      let shouldCancelAuction = true;
+      if (allowAuction.value && cmpVersion === 1) {
+        // still set the consentData to undefined when there is a problem as per config options
+        consentData = storeConsentData(undefined);
+        shouldCancelAuction = false;
+      }
+      done(consentData, shouldCancelAuction, msg, ...extraArgs);
+    }
+  }
+  cmpCallMap[userCMP]({
+    width,
+    height,
+    ...callbacks
+  });
+
+  if (!isDone) {
+    if (consentTimeout === 0) {
+      processCmpData(undefined, callbacks);
+    } else {
+      timer = setTimeout(function () {
+        if (cmpVersion === 2) {
+          // for TCFv2, we allow the auction to continue on timeout
+          done(storeConsentData(undefined), false, `No response from CMP, continuing auction...`)
+        } else {
+          callbacks.onError('CMP workflow exceeded timeout threshold.');
+        }
+      }, consentTimeout);
+    }
+  }
+}
+
 /**
  * If consentManagement module is enabled (ie included in setConfig), this hook function will attempt to fetch the
  * user's encoded consent string from the supported CMP.  Once obtained, the module will store this
@@ -268,49 +321,60 @@ function lookupIabConsent(cmpSuccess, cmpError, hookConfig) {
  * @param {function} fn required; The next function in the chain, used by hook.js
  */
 export function requestBidsHook(fn, reqBidsConfigObj) {
-  // preserves all module related variables for the current auction instance (used primiarily for concurrent auctions)
-  const hookConfig = {
-    context: this,
-    args: [reqBidsConfigObj],
-    nextFn: fn,
-    adUnits: reqBidsConfigObj.adUnits || $$PREBID_GLOBAL$$.adUnits,
-    bidsBackHandler: reqBidsConfigObj.bidsBackHandler,
-    haveExited: false,
-    timer: null
-  };
-
-  // in case we already have consent (eg during bid refresh)
-  if (consentData) {
-    logInfo('User consent information already known.  Pulling internally stored information...');
-    return exitModule(null, hookConfig);
-  }
+  const load = (() => {
+    if (consentData) {
+      logInfo('User consent information already known.  Pulling internally stored information...');
+      return function (cb) {
+        // eslint-disable-next-line standard/no-callback-literal
+        cb(false);
+      }
+    } else {
+      // find sizes from adUnits object
+      let adUnits = reqBidsConfigObj.adUnits || $$PREBID_GLOBAL$$.adUnits;
+      let width = 1;
+      let height = 1;
+      if (Array.isArray(adUnits) && adUnits.length > 0) {
+        let sizes = getAdUnitSizes(adUnits[0]);
+        width = sizes[0][0];
+        height = sizes[0][1];
+      }
 
-  if (!includes(Object.keys(cmpCallMap), userCMP)) {
-    logWarn(`CMP framework (${userCMP}) is not a supported framework.  Aborting consentManagement module and resuming auction.`);
-    gdprDataHandler.setConsentData(null);
-    return hookConfig.nextFn.apply(hookConfig.context, hookConfig.args);
-  }
+      return function (cb) {
+        loadConsentData(cb, width, height);
+      }
+    }
+  })();
 
-  cmpCallMap[userCMP].call(this, processCmpData, cmpFailed, hookConfig);
+  load(function (shouldCancelAuction, errMsg, ...extraArgs) {
+    if (errMsg) {
+      let log = logWarn;
+      if (cmpVersion === 1 && !shouldCancelAuction) {
+        errMsg = `${errMsg} 'allowAuctionWithoutConsent' activated.`;
+      } else if (shouldCancelAuction) {
+        log = logError;
+        errMsg = `${errMsg} Canceling auction as per consentManagement config.`;
+      }
+      log(errMsg, ...extraArgs);
+    }
 
-  // only let this code run if module is still active (ie if the callbacks used by CMPs haven't already finished)
-  if (!hookConfig.haveExited) {
-    if (consentTimeout === 0) {
-      processCmpData(undefined, hookConfig);
+    if (shouldCancelAuction) {
+      if (typeof reqBidsConfigObj.bidsBackHandler === 'function') {
+        reqBidsConfigObj.bidsBackHandler();
+      } else {
+        logError('Error executing bidsBackHandler');
+      }
     } else {
-      hookConfig.timer = setTimeout(cmpTimedOut.bind(null, hookConfig), consentTimeout);
+      fn.call(this, reqBidsConfigObj);
     }
-  }
+  });
 }
 
 /**
  * This function checks the consent data provided by CMP to ensure it's in an expected state.
- * If it's bad, we exit the module depending on config settings.
- * If it's good, then we store the value and exits the module.
- * @param {object} consentObject required; object returned by CMP that contains user's consent choices
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
+ * If it's bad, we call `onError`
+ * If it's good, then we store the value and call `onSuccess`
  */
-function processCmpData(consentObject, hookConfig) {
+function processCmpData(consentObject, {onSuccess, onError}) {
   function checkV1Data(consentObject) {
     let gdprApplies = consentObject && consentObject.getConsentData && consentObject.getConsentData.gdprApplies;
     return !!(
@@ -346,57 +410,19 @@ function processCmpData(consentObject, hookConfig) {
   // determine which set of checks to run based on cmpVersion
   let checkFn = (cmpVersion === 1) ? checkV1Data : (cmpVersion === 2) ? checkV2Data : null;
 
-  // Raise deprecation warning if 'allowAuctionWithoutConsent' is used with TCF 2.
-  if (allowAuction.definedInConfig && cmpVersion === 2) {
-    logWarn(`'allowAuctionWithoutConsent' ignored for TCF 2`);
-  } else if (!allowAuction.definedInConfig && cmpVersion === 1) {
-    logInfo(`'allowAuctionWithoutConsent' using system default: (${DEFAULT_ALLOW_AUCTION_WO_CONSENT}).`);
-  }
-
   if (isFn(checkFn)) {
     if (checkFn(consentObject)) {
-      cmpFailed(`CMP returned unexpected value during lookup process.`, hookConfig, consentObject);
+      onError(`CMP returned unexpected value during lookup process.`, consentObject);
     } else {
-      clearTimeout(hookConfig.timer);
-      storeConsentData(consentObject);
-      exitModule(null, hookConfig);
+      onSuccess(storeConsentData(consentObject));
     }
   } else {
-    cmpFailed('Unable to derive CMP version to process data.  Consent object does not conform to TCF v1 or v2 specs.', hookConfig, consentObject);
+    onError('Unable to derive CMP version to process data.  Consent object does not conform to TCF v1 or v2 specs.', consentObject);
   }
 }
 
 /**
- * General timeout callback when interacting with CMP takes too long.
- */
-function cmpTimedOut(hookConfig) {
-  if (cmpVersion === 2) {
-    logWarn(`No response from CMP, continuing auction...`)
-    storeConsentData(undefined);
-    exitModule(null, hookConfig)
-  } else {
-    cmpFailed('CMP workflow exceeded timeout threshold.', hookConfig);
-  }
-}
-
-/**
- * This function contains the controlled steps to perform when there's a problem with CMP.
- * @param {string} errMsg required; should be a short descriptive message for why the failure/issue happened.
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
- * @param {object} extraArgs contains additional data that's passed along in the error/warning messages for easier debugging
-*/
-function cmpFailed(errMsg, hookConfig, extraArgs) {
-  clearTimeout(hookConfig.timer);
-
-  // still set the consentData to undefined when there is a problem as per config options
-  if (allowAuction.value && cmpVersion === 1) {
-    storeConsentData(undefined);
-  }
-  exitModule(errMsg, hookConfig, extraArgs);
-}
-
-/**
- * Stores CMP data locally in module and then invokes gdprDataHandler.setConsentData() to make information available in adaptermanager.js for later in the auction
+ * Stores CMP data locally in module to make information available in adaptermanager.js for later in the auction
  * @param {object} cmpConsentObject required; an object representing user's consent choices (can be undefined in certain use-cases for this function only)
  */
 function storeConsentData(cmpConsentObject) {
@@ -417,51 +443,7 @@ function storeConsentData(cmpConsentObject) {
     };
   }
   consentData.apiVersion = cmpVersion;
-  gdprDataHandler.setConsentData(consentData);
-}
-
-/**
- * This function handles the exit logic for the module.
- * While there are several paths in the module's logic to call this function, we only allow 1 of the 3 potential exits to happen before suppressing others.
- *
- * We prevent multiple exits to avoid conflicting messages in the console depending on certain scenarios.
- * One scenario could be auction was canceled due to timeout with CMP being reached.
- * While the timeout is the accepted exit and runs first, the CMP's callback still tries to process the user's data (which normally leads to a good exit).
- * In this case, the good exit will be suppressed since we already decided to cancel the auction.
- *
- * Three exit paths are:
- * 1. good exit where auction runs (CMP data is processed normally).
- * 2. bad exit but auction still continues (warning message is logged, CMP data is undefined and still passed along).
- * 3. bad exit with auction canceled (error message is logged).
- * @param {string} errMsg optional; only to be used when there was a 'bad' exit.  String is a descriptive message for the failure/issue encountered.
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
- * @param {object} extraArgs contains additional data that's passed along in the error/warning messages for easier debugging
- */
-function exitModule(errMsg, hookConfig, extraArgs) {
-  if (hookConfig.haveExited === false) {
-    hookConfig.haveExited = true;
-
-    let context = hookConfig.context;
-    let args = hookConfig.args;
-    let nextFn = hookConfig.nextFn;
-
-    if (errMsg) {
-      if (allowAuction.value && cmpVersion === 1) {
-        logWarn(errMsg + ` 'allowAuctionWithoutConsent' activated.`, extraArgs);
-        nextFn.apply(context, args);
-      } else {
-        logError(errMsg + ' Canceling auction as per consentManagement config.', extraArgs);
-        gdprDataHandler.setConsentData(null);
-        if (typeof hookConfig.bidsBackHandler === 'function') {
-          hookConfig.bidsBackHandler();
-        } else {
-          logError('Error executing bidsBackHandler');
-        }
-      }
-    } else {
-      nextFn.apply(context, args);
-    }
-  }
+  return consentData;
 }
 
 /**
@@ -509,7 +491,6 @@ export function setConsentConfig(config) {
   gdprScope = config.defaultGdprScope === true;
 
   logInfo('consentManagement module has been activated...');
-  gdprDataHandler.enable();
 
   if (userCMP === 'static') {
     if (isPlainObject(config.consentData)) {
@@ -523,5 +504,14 @@ export function setConsentConfig(config) {
     $$PREBID_GLOBAL$$.requestBids.before(requestBidsHook, 50);
   }
   addedConsentHook = true;
+  gdprDataHandler.enable();
+  loadConsentData(); // immediately look up consent data to make it available without requiring an auction
+
+  // Raise deprecation warning if 'allowAuctionWithoutConsent' is used with TCF 2.
+  if (allowAuction.definedInConfig && cmpVersion === 2) {
+    logWarn(`'allowAuctionWithoutConsent' ignored for TCF 2`);
+  } else if (!allowAuction.definedInConfig && cmpVersion === 1) {
+    logInfo(`'allowAuctionWithoutConsent' using system default: (${DEFAULT_ALLOW_AUCTION_WO_CONSENT}).`);
+  }
 }
 config.getConfig('consentManagement', config => setConsentConfig(config.consentManagement));
diff --git a/modules/consentManagementUsp.js b/modules/consentManagementUsp.js
index 75462221403..e98b41d5c9e 100644
--- a/modules/consentManagementUsp.js
+++ b/modules/consentManagementUsp.js
@@ -27,23 +27,17 @@ const uspCallMap = {
 
 /**
  * This function reads the consent string from the config to obtain the consent information of the user.
- * @param {function(string)} cmpSuccess acts as a success callback when the value is read from config; pass along consentObject (string) from CMP
- * @param {function(string)} cmpError acts as an error callback while interacting with the config string; pass along an error message (string)
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
  */
-function lookupStaticConsentData(cmpSuccess, cmpError, hookConfig) {
-  cmpSuccess(staticConsentData, hookConfig);
+function lookupStaticConsentData({onSuccess}) {
+  onSuccess(staticConsentData);
 }
 
 /**
  * This function handles interacting with an USP compliant consent manager to obtain the consent information of the user.
  * Given the async nature of the USP's API, we pass in acting success/error callback functions to exit this function
  * based on the appropriate result.
- * @param {function(string)} uspSuccess acts as a success callback when USPAPI returns a value; pass along consentObject (string) from USPAPI
- * @param {function(string)} uspError acts as an error callback while interacting with USPAPI; pass along an error message (string)
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
  */
-function lookupUspConsent(uspSuccess, uspError, hookConfig) {
+function lookupUspConsent({onSuccess, onError}) {
   function findUsp() {
     let f = window;
     let uspapiFrame;
@@ -78,9 +72,9 @@ function lookupUspConsent(uspSuccess, uspError, hookConfig) {
 
     function afterEach() {
       if (uspResponse.usPrivacy) {
-        uspSuccess(uspResponse, hookConfig);
+        processUspData(uspResponse, {onSuccess, onError})
       } else {
-        uspError('Unable to get USP consent string.', hookConfig);
+        onError('Unable to get USP consent string.');
       }
     }
 
@@ -100,7 +94,7 @@ function lookupUspConsent(uspSuccess, uspError, hookConfig) {
   let { uspapiFrame, uspapiFunction } = findUsp();
 
   if (!uspapiFrame) {
-    return uspError('USP CMP not found.', hookConfig);
+    return onError('USP CMP not found.');
   }
 
   // to collect the consent information from the user, we perform a call to USPAPI
@@ -165,121 +159,92 @@ function lookupUspConsent(uspSuccess, uspError, hookConfig) {
 }
 
 /**
- * If consentManagementUSP module is enabled (ie included in setConfig), this hook function will attempt to fetch the
- * user's encoded consent string from the supported USPAPI. Once obtained, the module will store this
- * data as part of a uspConsent object which gets transferred to adapterManager's uspDataHandler object.
- * This information is later added into the bidRequest object for any supported adapters to read/pass along to their system.
- * @param {object} reqBidsConfigObj required; This is the same param that's used in pbjs.requestBids.
- * @param {function} fn required; The next function in the chain, used by hook.js
+ * Lookup consent data and store it in the `consentData` global as well as `adapterManager.js`' uspDataHanlder.
+ *
+ * @param cb a callback that takes an error message and extra error arguments; all args will be undefined if consent
+ * data was retrieved successfully.
  */
-export function requestBidsHook(fn, reqBidsConfigObj) {
-  // preserves all module related variables for the current auction instance (used primiarily for concurrent auctions)
-  const hookConfig = {
-    context: this,
-    args: [reqBidsConfigObj],
-    nextFn: fn,
-    adUnits: reqBidsConfigObj.adUnits || $$PREBID_GLOBAL$$.adUnits,
-    bidsBackHandler: reqBidsConfigObj.bidsBackHandler,
-    haveExited: false,
-    timer: null
-  };
+function loadConsentData(cb) {
+  let timer = null;
+  let isDone = false;
+
+  function done(consentData, errMsg, ...extraArgs) {
+    if (timer != null) {
+      clearTimeout(timer);
+    }
+    isDone = true;
+    uspDataHandler.setConsentData(consentData);
+    if (cb != null) {
+      cb(errMsg, ...extraArgs)
+    }
+  }
 
   if (!uspCallMap[consentAPI]) {
-    logWarn(`USP framework (${consentAPI}) is not a supported framework. Aborting consentManagement module and resuming auction.`);
-    uspDataHandler.setConsentData(null);
-    return hookConfig.nextFn.apply(hookConfig.context, hookConfig.args);
+    done(null, `USP framework (${consentAPI}) is not a supported framework. Aborting consentManagement module and resuming auction.`);
+    return;
+  }
+
+  const callbacks = {
+    onSuccess: done,
+    onError: function (errMsg, ...extraArgs) {
+      done(null, `${errMsg} Resuming auction without consent data as per consentManagement config.`, ...extraArgs);
+    }
   }
 
-  uspCallMap[consentAPI].call(this, processUspData, uspapiFailed, hookConfig);
+  uspCallMap[consentAPI](callbacks);
 
-  // only let this code run if module is still active (ie if the callbacks used by USPs haven't already finished)
-  if (!hookConfig.haveExited) {
+  if (!isDone) {
     if (consentTimeout === 0) {
-      processUspData(undefined, hookConfig);
+      processUspData(undefined, callbacks);
     } else {
-      hookConfig.timer = setTimeout(uspapiTimeout.bind(null, hookConfig), consentTimeout);
+      timer = setTimeout(callbacks.onError.bind(null, 'USPAPI workflow exceeded timeout threshold.'), consentTimeout)
     }
   }
 }
 
+/**
+ * If consentManagementUSP module is enabled (ie included in setConfig), this hook function will attempt to fetch the
+ * user's encoded consent string from the supported USPAPI. Once obtained, the module will store this
+ * data as part of a uspConsent object which gets transferred to adapterManager's uspDataHandler object.
+ * This information is later added into the bidRequest object for any supported adapters to read/pass along to their system.
+ * @param {object} reqBidsConfigObj required; This is the same param that's used in pbjs.requestBids.
+ * @param {function} fn required; The next function in the chain, used by hook.js
+ */
+export function requestBidsHook(fn, reqBidsConfigObj) {
+  loadConsentData((errMsg, ...extraArgs) => {
+    if (errMsg != null) {
+      logWarn(errMsg, ...extraArgs);
+    }
+    fn.call(this, reqBidsConfigObj);
+  });
+}
+
 /**
  * This function checks the consent data provided by USPAPI to ensure it's in an expected state.
  * If it's bad, we exit the module depending on config settings.
  * If it's good, then we store the value and exits the module.
  * @param {object} consentObject required; object returned by USPAPI that contains user's consent choices
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
+ * @param {function(string)} onSuccess callback accepting the resolved consent USP consent string
+ * @param {function(string, ...{}?)} onError callback accepting error message and any extra error arguments (used purely for logging)
  */
-function processUspData(consentObject, hookConfig) {
+function processUspData(consentObject, {onSuccess, onError}) {
   const valid = !!(consentObject && consentObject.usPrivacy);
   if (!valid) {
-    uspapiFailed(`USPAPI returned unexpected value during lookup process.`, hookConfig, consentObject);
+    onError(`USPAPI returned unexpected value during lookup process.`, consentObject);
     return;
   }
 
-  clearTimeout(hookConfig.timer);
   storeUspConsentData(consentObject);
-  exitModule(null, hookConfig);
-}
-
-/**
- * General timeout callback when interacting with USPAPI takes too long.
- */
-function uspapiTimeout(hookConfig) {
-  uspapiFailed('USPAPI workflow exceeded timeout threshold.', hookConfig);
-}
-
-/**
- * This function contains the controlled steps to perform when there's a problem with USPAPI.
- * @param {string} errMsg required; should be a short descriptive message for why the failure/issue happened.
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
- * @param {object} extraArgs contains additional data that's passed along in the error/warning messages for easier debugging
-*/
-function uspapiFailed(errMsg, hookConfig, extraArgs) {
-  clearTimeout(hookConfig.timer);
-
-  exitModule(errMsg, hookConfig, extraArgs);
+  onSuccess(consentData);
 }
 
 /**
  * Stores USP data locally in module and then invokes uspDataHandler.setConsentData() to make information available in adaptermanger.js for later in the auction
- * @param {object} cmpConsentObject required; an object representing user's consent choices (can be undefined in certain use-cases for this function only)
+ * @param {object} consentObject required; an object representing user's consent choices (can be undefined in certain use-cases for this function only)
  */
 function storeUspConsentData(consentObject) {
   if (consentObject && consentObject.usPrivacy) {
     consentData = consentObject.usPrivacy;
-    uspDataHandler.setConsentData(consentData);
-  }
-}
-
-/**
- * This function handles the exit logic for the module.
- * There are a couple paths in the module's logic to call this function and we only allow 1 of the 2 potential exits to happen before suppressing others.
- *
- * We prevent multiple exits to avoid conflicting messages in the console depending on certain scenarios.
- * One scenario could be auction was canceled due to timeout with USPAPI being reached.
- * While the timeout is the accepted exit and runs first, the USP's callback still tries to process the user's data (which normally leads to a good exit).
- * In this case, the good exit will be suppressed since we already decided to cancel the auction.
- *
- * Three exit paths are:
- * 1. good exit where auction runs (USPAPI data is processed normally).
- * 2. bad exit but auction still continues (warning message is logged, USPAPI data is undefined and still passed along).
- * @param {string} errMsg optional; only to be used when there was a 'bad' exit.  String is a descriptive message for the failure/issue encountered.
- * @param {object} hookConfig contains module related variables (see comment in requestBidsHook function)
- * @param {object} extraArgs contains additional data that's passed along in the error/warning messages for easier debugging
- */
-function exitModule(errMsg, hookConfig, extraArgs) {
-  if (hookConfig.haveExited === false) {
-    hookConfig.haveExited = true;
-
-    let context = hookConfig.context;
-    let args = hookConfig.args;
-    let nextFn = hookConfig.nextFn;
-
-    if (errMsg) {
-      logWarn(errMsg + ' Resuming auction without consent data as per consentManagement config.', extraArgs);
-      uspDataHandler.setConsentData(null) // let core know that no consent data is available
-    }
-    nextFn.apply(context, args);
   }
 }
 
@@ -317,7 +282,6 @@ export function setConsentConfig(config) {
   }
 
   logInfo('USPAPI consentManagement module has been activated...');
-  uspDataHandler.enable();
 
   if (consentAPI === 'static') {
     if (isPlainObject(config.consentData) && isPlainObject(config.consentData.getUSPData)) {
@@ -331,5 +295,7 @@ export function setConsentConfig(config) {
     $$PREBID_GLOBAL$$.requestBids.before(requestBidsHook, 50);
   }
   addedConsentHook = true;
+  uspDataHandler.enable();
+  loadConsentData(); // immediately look up consent data to make it available without requiring an auction
 }
 config.getConfig('consentManagement', config => setConsentConfig(config.consentManagement));
diff --git a/src/consentHandler.js b/src/consentHandler.js
index 0df9e6fcb3b..a56d06c8c90 100644
--- a/src/consentHandler.js
+++ b/src/consentHandler.js
@@ -55,6 +55,9 @@ export class ConsentHandler {
    * @returns a promise than resolves to the consent data, or null if no consent data is available
    */
   get promise() {
+    if (this.#ready) {
+      return Promise.resolve(this.#data);
+    }
     if (!this.#enabled) {
       this.#resolve(null);
     }
diff --git a/test/spec/modules/consentManagementUsp_spec.js b/test/spec/modules/consentManagementUsp_spec.js
index 6dc46192128..32fd2ddb2e2 100644
--- a/test/spec/modules/consentManagementUsp_spec.js
+++ b/test/spec/modules/consentManagementUsp_spec.js
@@ -8,7 +8,7 @@ import {
 } from 'modules/consentManagementUsp.js';
 import * as utils from 'src/utils.js';
 import { config } from 'src/config.js';
-import {gdprDataHandler, uspDataHandler} from 'src/adapterManager.js';
+import {uspDataHandler} from 'src/adapterManager.js';
 import 'src/prebid.js';
 
 let expect = require('chai').expect;
@@ -77,6 +77,11 @@ describe('consentManagement', function () {
         sinon.assert.calledOnce(utils.logWarn);
         sinon.assert.notCalled(utils.logInfo);
       });
+
+      it('should immediately start looking up consent data', () => {
+        setConsentConfig({usp: {cmpApi: 'invalid'}});
+        expect(uspDataHandler.ready).to.be.true;
+      });
     });
 
     describe('valid setConsentConfig value', function () {
diff --git a/test/spec/modules/consentManagement_spec.js b/test/spec/modules/consentManagement_spec.js
index d95af454818..712e311e433 100644
--- a/test/spec/modules/consentManagement_spec.js
+++ b/test/spec/modules/consentManagement_spec.js
@@ -53,6 +53,11 @@ describe('consentManagement', function () {
         expect(consentMetadata).to.be.undefined;
         sinon.assert.calledOnce(utils.logWarn);
       })
+
+      it('should immediately look up consent data', () => {
+        setConsentConfig({gdpr: {cmpApi: 'invalid'}});
+        expect(gdprDataHandler.ready).to.be.true;
+      })
     });
 
     describe('valid setConsentConfig value', function () {
@@ -752,6 +757,11 @@ describe('consentManagement', function () {
 
           setConsentConfig(goodConfigWithAllowAuction);
 
+          sinon.assert.calledOnce(utils.logWarn);
+          sinon.assert.notCalled(utils.logError);
+
+          [utils.logWarn, utils.logError].forEach((stub) => stub.reset());
+
           requestBidsHook(() => {
             didHookReturn = true;
           }, { bidsBackHandler: () => bidsBackHandlerReturn = true });
diff --git a/test/spec/modules/userId_spec.js b/test/spec/modules/userId_spec.js
index 63107aa5107..ceb83b87ebb 100644
--- a/test/spec/modules/userId_spec.js
+++ b/test/spec/modules/userId_spec.js
@@ -51,6 +51,8 @@ import {akamaiDAPIdSubmodule} from 'modules/akamaiDAPIdSystem.js'
 import {kinessoIdSubmodule} from 'modules/kinessoIdSystem.js'
 import {adqueryIdSubmodule} from 'modules/adqueryIdSystem.js';
 import * as mockGpt from '../integration/faker/googletag.js';
+import 'src/prebid.js';
+import {hook} from '../../../src/hook.js';
 
 let assert = require('chai').assert;
 let expect = require('chai').expect;
@@ -107,10 +109,16 @@ describe('User ID', function () {
   }
 
   before(function () {
+    hook.ready();
     localStorage.removeItem(PBJS_USER_ID_OPTOUT_NAME);
   });
 
   beforeEach(function () {
+    // TODO: this whole suite needs to be redesigned; it is passing by accident
+    // some tests do not pass if consent data is available
+    // (there are functions here with signature `getId(config, storedId)`, but storedId is actually consentData)
+    // also, this file is ginormous; do we really need to test *all* id systems as one?
+    resetConsentData();
     coreStorage.setCookie(CONSENT_LOCAL_STORAGE_NAME, '', EXPIRED_COOKIE_DATE);
   });
 
diff --git a/test/spec/unit/core/consentHandler_spec.js b/test/spec/unit/core/consentHandler_spec.js
index bee5a2d9522..082ff34f90c 100644
--- a/test/spec/unit/core/consentHandler_spec.js
+++ b/test/spec/unit/core/consentHandler_spec.js
@@ -38,4 +38,22 @@ describe('Consent data handler', () => {
       })
     })
   });
+
+  it('should resolve .promise to new data if setConsentData is called a second time', (done) => {
+    let actual = null;
+    const d1 = {data: '1'};
+    const d2 = {data: '2'};
+    handler.enable();
+    handler.promise.then((d) => actual = d);
+    handler.setConsentData(d1);
+    setTimeout(() => {
+      expect(actual).to.equal(d1);
+      handler.setConsentData(d2);
+      handler.promise.then((d) => actual = d);
+      setTimeout(() => {
+        expect(actual).to.equal(d2);
+        done();
+      })
+    })
+  });
 })