Data compliance technology company, Compliant™, today launched its publisher platform to help digital publishers identify and stop illegal data sharing on their websites. Compliant Audit Technology uses AI to identify compliance risks and vulnerabilities within a publisher’s site, and verify the correct operation of adtech and martech solutions. Based on extensive testing and benchmarking, Compliant has uncovered that almost all U.S. publishers are currently passing consumer data to third parties before a consumer is given the choice to share data, making consent mechanisms meaningless. This data sharing increases data compliance risk for publishers, making them susceptible to punitive regulatory action and class action lawsuits, jeopardizing the data compliance of advertisers programmatically buying their inventory and violating consumer trust.
Data compliance is quickly becoming the next brand integrity standard. According to the WFA, nine out of ten global CMOs agree that data ethics is a top priority for their organizations. Recent studies by Compliant, looked at over one billion impressions measured across more than 1,000 programmatic media campaigns and found:
Nearly all (91 percent) of U.S. publishers with a Consent Management Platform are currently passing consumer data to third parties before consent;
82 percent of U.S. publishers have elevated data leakage risk through excessive vendors and unauthorized ‘piggybacked’ tags;
On average, U.S. publishers have five data brokers acquiring consumer data from their websites.
“The ad-funded internet was not designed with privacy in mind. It was designed to solve identity, addressability, conversion and so on. Consequently, there's an alarming gap between what the consumer expects, what the law requires and what is happening in practice. Advertiser demand for safer media is motivating publishers to close that gap and we're determined to help them,” said Jamie Barnard, CEO, Compliant. “We are offering publishers the tools to adapt and improve. Compliance is becoming the hallmark for premium inventory and media investment will flow to those who take control of unintended sharing.”
The Compliant platform provides publishers with an essential, in-depth analysis of more than 30 factors across 6 primary areas of data compliance risk. This level of transparency enables publishers to demonstrate compliance and monetize compliant inventory as media spend moves away from lower-quality, higher-risk inventory.
Global news platform, Newsbreak, addresses the industry-wide problem: “As the country’s foremost local news platform, building trust is at the heart of everything we do—from the information we publish to the way we manage customer data and privacy. Unfortunately, this isn’t the case across the industry, with many publishers, both inadvertently and sometimes intentionally, not prioritizing data management and compliance,” said Scott Kelliher, Chief Revenue Officer, NewsBreak. “But Compliant is working to create a healthy and viable media ecosystem by helping publishers identify and address data sharing and leakage to meet customer privacy expectations and make inventory more valuable to advertisers and agencies.”
The Compliant platform helps publishers:
Identify their data compliance risks to help gain control of data flows across their ecosystem;
Benchmark their compliance with other publishers in their category or region;
Use the information to improve the quality of their impressions;
Sell their inventory at an incremental “compliant” premium; and
Attract advertisers and agencies committed to a responsible media framework.
Advertisers use the Compliant platform to:
Reduce regulatory, financial and reputational risk;
Improve transparency and accountability;
Work with agency partners to increase the impact and effectiveness of media investment decisions; and
Reinforce their responsible media frameworks and their commitment to privacy and data ethics.
The launch of the publisher solution expands on the company’s suite of products supporting all parts of the digital marketing and media business and comes on the heels of Compliant’s partnership with Peer39, the leading global provider of pre-bid contextual suitability and quality solutions for modern marketers. The partnership enables Peer39’s customers – advertisers, agencies and publishers – for the first time to be able to measure data compliance for their programmatic media campaigns.
For more information, and for publishers to gauge their compliant score, visit www.compliant.global.
Compliant is pioneering a new standard for data compliance in the digital marketing industry. The compliance technology company offers risk management solutions to brands, agencies and publishers. Amidst ever-evolving privacy regulations and consumer expectations, Compliant provides the digital ad industry the tools it needs to be compliant. The company’s suite of data compliance solutions measure systematic privacy and compliance risks across owned-and-operated media and paid media, allowing companies to benchmark risk by market, category and brand. This industry-leading scoring system has been used in thousands of compliance audits across the world's leading advertiser and publisher sites. Compliant boasts a strong senior leadership team with unmatched expertise across privacy, digital governance and compliance technology, including Elliot Bell (former Facebook), Magid Souhami (former P&G), and Jamie Barnard (former Unilever). For more information and to view Compliant’s Annual Publisher Audits, visit www.compliant.global.
Kite Hill PR for Compliant