How Can Publishers Future-Proof Their Privacy Strategy?

Posted on: Tuesday 05 May 2020 | Stephanie Hanson - Director, OneTrust PreferenceChoice

A closer look at how a CMP can help advertisers deliver personalised ads while complying with privacy regulations

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Because publishers face unique challenges when it comes to advertising in the 21st century, we at OneTrust PreferenceChoice are sharing the strategies you can use in 2020 to advance your marketing tactics while remaining compliant with privacy regulations. 

The first critical component publishers should implement for a future-proof privacy strategy is a Consent Management Platform (CMP).  

A CMP empowers you to take your advertising efforts to the next level, comply with regulatory guidance, and build privacy-first preference management tools.

Advanced Advertising Capabilities
In a noisy online world, publishers need to differentiate their content and advertising to stand out or else risk losing significant revenue. The way publishers can do this is by customising their advertising to each user’s experience. 

A CMP gives you the capability to personalise advertising based on user behaviour, while staying compliant with global regulations and frameworks. One of the most powerful features it provides is geo-targeting based on each user’s regional regulations. And that in turn resonates with users, increasing engagement with your content and ads.

CMP Compliance
No one has to be reminded of the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and the several other national and international laws passed to put a leash on unethical gathering and use of consumer data. Add the IAB Europe TCF v2.0 and other frameworks, and publishers can feel like they’ve got their hands tied behind their backs. 

Compliance is one of the main areas where a CMP can come in handy. A fully featured CMP should support major regulations and frameworks and integrate with the platforms publishers use the most, including Google AdSense and Ad Manager, and Facebook Pixel, to name a few.

Preference Management Made Easy
The people have spoken. What they’re saying is they’ll spend their time and money on companies that protect their individual data. And in addition to protecting data, they want total control of how, when, and where companies communicate with them.

Publishers can use a CMP to build customised preference centres that match the look and tone of their brands. CMP banners can even be created so they’re publisher-specific to comply with frameworks such as IAB TCF v2.0. You can edit reporting dashboards to optimize your preference management over time. 

A CMP kills two birds with one stone: It protects your users’ data while giving them the control they crave.

CMP To the Rescue
Although critical to a future-proof privacy strategy, onboarding a CMP is only the beginning for a publisher. There are three more important tactics you need to implement in order to succeed. To read on, download the free eBook published by OneTrust PreferenceChoice, for in-depth best practices on how to balance privacy with personalisation.

Written by

Stephanie Hanson

Director, OneTrust PreferenceChoice

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