Critical Privacy Components for Publishers
If you’re a business in the publishing industry, it’s no secret that the privacy era has created challenges for your team.
Publisher businesses are striving to find the balance between protecting customer privacy and giving individuals the personalization they’ve come to expect with modern marketing. Recent privacy legislation and consent requirements for compliance may limit data collection and usage—which threatens to negatively impact ad revenue. At the same time, audiences are demanding more personalization.
While it may feel like publishers are stuck between a rock and a hard place, there are specific tactics you can take to get ahead in 2020. In fact, we’re sharing the critical components that can future-proof a publisher’s privacy-centric strategy.
The most effective tactics fall into four categories: a Consent Management Platform (CMP), cross-device management, privacy rights, and first-party data capture.
A Consent Management Platform (CMP)
Any privacy strategy should include technology as a critical component. Publishers should turn to a Consent Management Platform (CMP) to capture and record consent, improve opt-in rates, ensure compliance with CCPA, GDPR and ePrivacy, and ultimately engage with customers across multiple channels.
Cross-Device Consent Management
Although advertising is seemingly more complicated due to privacy regulations, there are now more ways to reach consumers. In addition to desktop and mobile browsing, audiences can also be reached through mobile apps and connected devices accessing OTT services. Publishers must ensure that consent capture is available and consistent across platforms, and centralize the consent records from browsers, apps and OTT.
Because personalized advertising is central to the publishing industry, compliance with privacy rights of regulations and frameworks, such as the GDPA, CCPA, IAB and DAA, is essential. Personalized advertising doesn’t have to disappear if publishers can learn how to execute it in a compliant way. Publishers should also make sure they are able to demonstrate compliance, respond to consumer requests around data, and update policy notices when needed.
First-Party Data Capture
Gathering first-party data—also known as declared data—will become the rule instead of the exception for publishers due to regulation requirements and changes to third-party cookies. When consumers voluntarily give publishers information about their intentions, motivations and preferences, publishers will have the power to target their readers with content they want to engage with as well as monetize new products, while demonstrating transparency and a privacy-centric approach to audiences, building trust.
Your Roadmap to the Future
For more information on this topic, OneTrust PreferenceChoice has released an eBook that provides in-depth best practices to help publishers balance privacy with personalization, and future-proof privacy strategies. Visit OneTrust PreferenceChoice to download the full eBook and discover tactics on the four topics above.