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ARTICLE

IAB Europe’s New GDPR Transparency and Consent Framework – A Unique Opportunity for Publishers

April 17, 2018 — by Lewis Rothkopf

The Tech Specs for the Transparency and Consent Framework are now live. We encourage publishers and their advertising partners to implement The Framework.

This post originally appeared on the IAB Europe blog. Read the full post here

MediaMath believes that the GDPR embraces one of our core beliefs: that respecting consumer privacy is a necessity and an opportunity, not an option or burden. Consumers have long been telling us—through opt-outs, ad blocking, and adoption of ad-free subscription services—that they are unhappy with the current state of advertising. This unhappiness stems from the perception that advertising is not balancing its capacity to provide engaging and informative content with the obligation to provide consumers with transparency about, and control over, their digital experience. For these reasons, the GDPR creates a valuable opportunity by encouraging advertisers to form more explicit relationships with consumers and provide advertising that they can feel good about, interact with in more meaningful ways, and trust.

Over the last 12 months, IAB Europe has developed a Transparency & Consent Framework (the Framework) in consultation with stakeholders across the industry which helps website operators become GDPR-ready. The Framework offers publishers new tools to provide transparency into the digital advertising ecosystem on which they rely to help monetise their service. Specifically, consumers are provided with clear information about data use by the publisher and its trusted partners. Another benefit for publishers is that they can collect higher rates from data-based buys, leading to increased revenue.

Additionally, the Framework offers the advertising ecosystem a common language by which to communicate consumer choices around the processing of their data for advertising and other purposes. The Framework is the best mechanism on the table today for advancing the ecosystem in a manner that benefits all stakeholders, including consumers.

Having been through a public consultation period which ended on 8 April, the final version of the Framework is set to launch mid-April 2018. (For more information and resources, visit the dedicated website here.) The registration process is now open for Vendors and Consent Management Providers to apply for approved status in the context of the Framework.

Lewis Rothkopf

Lewis Rothkopf is General Manager of Supply for MediaMath, where he is responsible for managing and growing the company's inventory relationships and overall supply chain worldwide. He joins MediaMath with more than 18 years experience in the digital advertising industry. Most recently, Lewis was Chief Revenue Officer of AdsNative, where he led worldwide sales, strategic partnerships and marketing for the company's suite of monetization solutions for leading publishers and app developers. Previously Lewis was with Aol’s Millennial Media, where he was responsible for all supply-side relationships and publisher-facing sales worldwide as SVP of Global Monetization Solutions. He joined Millennial via the company's acquisition of Jumptap, where he led the mobile ad network's publisher acquisition and network development efforts as SVP. Prior to Jumptap, Rothkopf served as general manager of AMP, a sell-side data and media management platform, for multi-screen company Collective. Earlier, Rothkopf was SVP of Network and Exchange at BrightRoll (now part of Yahoo), where he built, scaled, and managed the company's industry-leading video ad network, programmatic video ad exchange, and mobile inventory businesses. Earlier in his career, Rothkopf led content distribution partnerships for NBCUniversal’s digital video syndication and advertising platform. Additionally, he spent five years at DoubleClick (now Google) in strategic sales, building strong relationships with large publishers and multimedia networks.