OTT App Compliance: GDPR Consent and IAB TCF Support
The OneTrust PreferenceChoice team is launching an OTT app compliance blog series. In this first blog, we touch on addressing GDPR opt-in consent requirements and leveraging the IAB TCF within OTT applications and Connected TV (CTV) environments.
This new type of content distribution has created an exciting opportunity for publishers and advertisers to deliver hyper-targeted content to consumers in new, more personalized ways. However, it also creates complexities around handling consumer’s personal data.
By implementing privacy controls into OTT applications, publishers and advertisers can avoid any unfortunate legal ramifications. They can also transparently communicating with consumers to build trust and positively impact opt-in consent and preferences.
OneTrust PreferenceChoice provides the leading consent management platform (CMP) for publishers and advertisers to comply with GDPR, CCPA, and hundreds of other regulations, as well as frameworks from the IAB and DAA. Our OTT App Compliance has direct API calls and native SDKs built for each platform. It also includes the corresponding actions to set and read consent and preferences across a variety of OTT platforms.
Capture OTT Opt-In Consent for GDPR and ePrivacy
Under the existing rules of the ePrivacy Directive, cookies that are not strictly necessary will require consent. The definition of consent and the requirements associated with it changes significantly under the GDPR. To understand the impact this might have for cookies, it helps to look at Recital 32 of the GDPR:
Consent should be given by a clear affirmative act establishing a freely given, specific, informed, and unambiguous indication of the data subject’s agreement to the processing of personal data relating to him or her….
There is also a key condition for consent in Article 7(3) of the GDPR:
The data subject shall have the right to withdraw his or her consent at any time […] It shall be as easy to withdraw as to give consent.
What does this mean? For publishers and advertisers who need to comply with GDPR and the ePrivacy Directive, OneTrust OTT App Compliance enables businesses to communicate transparently about the data processing taking place and collect clear opt–in consent where required.
To deploy the best CMP for consent rates, user experience, and ad delivery, apply A/B testing to optimize consent rates and increase revenue. With OneTrust PreferenceChoice A/B Testing, easily customize CMP variations with slightly different modifications. You can use color, text, placement, time of day, vendors, audiences, and more to test which one receives higher opt-ins.
OneTrust captures consent from the CMP in the OTT app and integrates the statistics into a dashboard that covers all digital properties. Within the dashboard, filter, export data, and view statistics in different interactive graphs.
Leverage IAB TCF 2.0 to Signal OTT Consent to Ad Tech Vendors
Publishers and advertisers can incorporate IAB TCF 2.0, the collaborative industry solution for conducting targeted advertising in compliance with GDPR, into OTT applications. TCF 2.0 is designed to standardize the collection and transmission of user choice and transparency on digital properties. This supports the digital advertising supply chain to align with GDPR and ePrivacy requirements.
With OneTrust, publishers and advertisers can capture consent in OTT applications for multiple purposes. They can then store that consent in OneTrust’s CMP and signal it downstream to ad tech vendors to ensure consent is in place before serving targeted OTT content and ads.
To get started with OTT app compliance, request a demo today.