Blog 5 Mins September 30, 2020

Unified User Experience with Cross-Device Consent

cross-device consent

Cross-Device Consent: A Unified User Experience

Advertising is seemingly more complicated due to privacy regulations. Now, however, there are now more ways to reach consumers, which can add additional confusion to capturing consent. In addition to desktop and mobile browsing, audiences are turning to mobile appsconnected devices (CTVs), and over-the-top (OTT) services to consume content on the go.

To meet consumers’ expectations of a unified experience across devices. To accomplish this, publishers must ensure that cross-device consent capture is available. It’s also important that cross-device consent capture is consistent across platforms and centralizes the consent records from browsers, mobile, and OTT apps. Central reporting is key to maintain a single source of truth for consent and preferences in order to deliver personalized experiences and ads across platforms.

An Overview of the Multi-Device Phenomenon

There’s no doubt recent regulations such as the GDPR and CCPA have cracked down on the way personal data is captured and shared with third-parties. On the other hand, innovation has opened the door to new possibilities for publishers to reach their audiences in a personalized way across devices.

Today’s consumers are browsing for products, services, and content on multiple devices, from mobile phones to computers to tablets. As a result, publishers receive a goldmine of data. Instead of guessing what their readers want to buy, publishers have a crystal-clear picture of readers’ exact motives and interests.

Now, Advertisers are able to intricately personalize ads to show users exactly what they want to see at the times they want to see it. This increased personalization naturally leads to more engagements, conversions, and revenue.

For example, readers might start by digesting content on their phones while eating dinner, then move to finish that same content on the couch afterward with a tablet. Ensuring both devices are synced to the user’s behavior is a value-add and competitive advantage for publishers.

Pitfalls of Cross-Device Usage and Consent  

Like every good thing, cross-device tracking can have its downfalls. For example, imagine a woman browsing for her husband’s birthday present on her mobile device. A few hours later, her husband opens the family laptop to be served with ads for his favorite gear. It’s not a great user experience and no one – neither publisher, advertiser, or consumer – wins. 

It’s an even bigger challenge to address consent collection across devices. That’s why understanding cross-device behavior is critical for publishers. Publishers must gather and analyze audience activity as users jump between devices. By analyzing the activity, publishers can interpret the cross-device data to tailor future advertising efforts. Publishers must challenge themselves to adhere to advanced data capture and analysis to avoid errors with cross-device tracking.  

In addition, publishers have to walk a fine line when it comes to how they use advertising data while complying with privacy regulations.  

How Transparency and Technology Can Help  

Publishers can use a consent management platform (CMPto customize UI elements and display consent options based on a user’s region. Most importantly, a CMP can capture user consent and preferences, store the user’s consent and preferences based on a unique identifier, creating a single view of the customer, and apply it across devices.  

Synchronizing consent and preferences across devices helps publishers avoid a jarring experience that turns users away from the website or application. Amid significant changes in the browser ecosystem and increasing privacy regulations such as the GDPR and CCPA, publishers can utilize identity-based consent to ensure compliance and minimize friction within the user experience. 

Here’s how it works:

  1. A user visits your website, mobile app, or OTT app for the first time and is assigned a unique ID
  2. The user’s unique ID is stored in OneTrust’s database
  3. When the same user visits your website or app again from another device, the user can be identified, and OneTrust’s CMP can check if consent has already been given and the preferences that were previously saved

How Cross-Device Consent Plays into the Third-Party Cookie Depreciation  

For years, publishers and advertisers have heavily relied on third-party cookies to track website visitors, improve the user experience, and collect data that helps target ads to the right audiences. But as the industry moves toward the depreciation of third-party cookies, it’s time to start preparing for a smooth transition. 

How can your business stay afloat without relying on cookies? Join Stephanie Hanson from OneTrust PreferenceChoice and Jodi Daniels from Red Clover Advisors, a data privacy and compliance business, to discuss the current privacy landscape and ecosystem that is driving the removal of third-party cookies. 

This virtual session will cover steps publishers and media companies can take to continue to build trust and deliver personalization to audiences across all web, mobile, and OTT applications—without relying on third-party cookies. 

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