Our member guest post this week is written by Ashlea Cartee, OneTrust PreferenceChoice Product Marketing Manager.
Ashlea Cartee spends her time helping companies across the globe rethink the way marketing and privacy teams work together. As the Product Marketing Manager at OneTrust PreferenceChoice and CookiePro by OneTrust — the #1 most widely used CMP and cookie banner on the web — Ashlea is an expert in helping marketers and publishers build trust as a competitive advantage, not a compliance headache. She helps break down the big regulatory and user experience issues, so marketers and privacy teams can speak the same language and come together to some compliance challenges. Prior to OneTrust, Ashlea served in various content marketing roles at an integrated marketing agency and fast-growing enterprise tech company.
OTT App Compliance: Information and Opportunities for Publishers
OTT, short for “over-the-top,” is content that is streamed directly to viewers via the Internet – instead of through cable, satellite TV, broadcast, etc. According to TheTradeDesk, consumer media habit shifts to online are rapidly accelerating — nearly two-thirds of US households don’t have cable or plan to cut the cord to linear TV this year.
This new type of content distribution has created an exciting opportunity for publishers and advertisers to deliver hyper-targeted content to consumers in innovative and 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 legal ramifications. They can also transparently communicate with consumers to build trust and positively impact opt-in consent and preferences. Here are a few of the ways that OTT app owners can address privacy regulations while delivering the personalization that audiences increasingly expect.
Leverage IAB TCF 2.0 to Signal OTT Consent to Ad Tech Vendors
Publishers and advertisers should consider incorporating 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.
When implementing a Consent Management Platform to support an OTT app compliance, it’s a good idea to verify that the CMP is compliant with the Transparency & Consent Framework (TCF). The IAB Europe TCF not only provides a common language for user consent and data collection, but also an environment of trust and transparency.
Comply with GDPR and CCPA Requirements
Article 15 of GDPR gives data subjects the right to know if a company is processing data on them, and if so, access to that data. Additionally, there are specific record-keeping requirements around the time to respond, the ability to request an extension, the requirement to validate the identity, and securely transmitting the response to the individual. Similarly, the CCPA enables consumers the right to access and delete personal information, as well as the right to opt-out of the sale of personal information.
To comply, OTT application owners need to ensure they have a scalable and efficient way to process and respond to consumer rights requests. Maintaining detailed, ongoing records for compliance is an essential practice. The solution? Implementing a Consent Management Platform (CMP) with these capabilities. A CMP with these features will not only support publishers and advertisers to comply with global regulations, but also signal consent downstream to ad tech vendors and create a more seamless user experience across devices.
While there are certainly challenges around OTT content distribution and a critical need to ensure customer’s personal data is protected, this can be seen as a win for publishers. As consumers continue to shift to streaming, OTT applications provide another new way to interact with users and deliver personalized experiences.