What are the challenges of Consent Collection for Publishers under GDPR?
As a publisher, your ultimate business goal is to build your brand. Engaging users for the long-term requires a relationship of trust. But building user trust is hard. It’s a balancing act.
- You need to be compliant with the law… GDPR and upcoming global regulations such as the CCPA requires consent to be freely given, specific, informed and unambiguous. However, most organisations are falling short of the mark. 98% of consent notices today are non-GDPR compliant.
- …without disrupting user experience… The average app has over 15 partners integrated. Following the letter of the law could seriously disrupt your user experience.
- …whilst maintaining revenue growth. Without data collection, you are unable to command top CPMs. You need to collect consent in a compliant manner whilst maintaining an opt-in rate that can sustain your business.
Why is getting Users Consent important?
As a publisher, in order to comply with GDPR and upcoming global regulations, including CCPA, you need to handle consumer data by collecting explicit user consent for every single partner you work with. This presents a technical and operational challenge, often resulting in non-compliant marketing, or users being bombarded with multiple consent notices, at the risk of driving them away from your app or website for good.
Consent must be:
- Freely given
- Recorded for each individual to prove compliance
What is IAB Transparency & Consent Famework (TCF) ?
This framework has a simple objective: to help all parties in the digital advertising chain ensure they comply with the EU’s General Data Protection Regulation and Privacy Directive when processing personal data or accessing and/or storing information on a user’s device. This includes cookies, advertising identifiers, device identifiers and other tracking technologies.
Further details about the IAB TCF can be found here