Given that the third party data ecosystem is under increasing pressure with the coming of CCPA, it’s no surprise that one of the companies at the center of that ecosystem is launching a consent management tool. Called LiveRamp Privacy Manager, it will enable marketers and publishers to manage consent across different privacy frameworks and jurisdictions globally.
Based on Faktor acquisition. Privacy Manager is built on top of Amsterdam-based Faktor, which LiveRamp acquired earlier this year. Faktor is currently operating throughout Europe, helping publishers comply with GDPR. But there are now more than 100 countries with data protection or privacy regulations, with more on the way.
Tim Geenen, GM of Faktor said, “Clients get to design their own set-up to create the best possible experience for the consumer.” Indeed, it’s fully customizable by the publisher. A LiveRamp demo site illustrates potential configurations and “cookie banner” placements and treatments.
The following image shows the screen that might appear following a consumer click on a CCPA “do not sell my info” button or link.
Cookie banners and management. After the click, Privacy Manager’s approach is similar to cookie management screens currently in use in Europe under GDPR, where a consumer sees a list of vendors or cookie categories and is asked to make choices among them. The major difference under CCPA is the global opt-out capability.
If the consumer makes a “do not sell” choice, Privacy Manager will send that signal downstream to other parties in the ecosystem.
Privacy Manager works for websites and mobile apps and provides an audit trail to demonstrate compliance. The press materials promote the tool as a “win-win-win” for all stakeholders:
- Publishers can command higher CPMs when monetizing permissioned data;
- Marketers can obtain a higher return-on-investment (ROI) by safely collecting and activating validated permissioned data to reach audiences.
- Consumers will receive transparency, notice, and choice over their data usage and sharing by publishers and brands.
Why should we care. Under CCPA, most marketers and publishers will need to be ready to enable U.S. consumers to opt-out of third-party data transfers and demonstrate compliance to regulators in the event of an investigation or complaint. There are a number of compliance solutions in the market — which will be the subject of a forthcoming article — but LiveRamp’s Privacy Manager is already operating in Europe.
Large numbers of consumers have expressed concerns about how their data are being handled online. But there’s evidence that “privacy forward” companies are seeing both brand and financial benefits, in terms of greater consumer trust and even stronger revenue growth.