A privacy management platform and user interface that allows consumers to opt-in and out of targeted advertising, among other things, is being described by Leigh Freund, President and CEO of the Network Advertising Initiative, as “a breakthrough for privacy protection on connected TVs.” The NAI is a self-regulatory association for the ad-tech industry and the solution they are hailing is the new Smart TV Privacy Manager from Samba TV, the company that provides television viewing data and omniscreen measurement.
Smart TV Privacy Manager provides a privacy UI via the television settings menu where consumers can control how their personal data is used on a global basis, with the ability to opt out of targeted ads and even basic advertising. They can also opt in or out for advertising by specific companies.
Controls are granular: consumers have a dozen options for how their data is processed, and in Europe they can define their relationship with potentially hundreds of companies who participate in the IAB Transparency and Consent Framework (TCF).
This privacy management covers applications on a Smart TV, with the decisions about each application centralised so they can be managed in one place. Major global brands, publishers and platforms are collaborating with the roll out of this new solution. According to Samba TV, “The Privacy Manager provides consumers with the most expansive features available on any consumer privacy platform.”
Vestel, which is behind the Toshiba and Hitachi brands, among others, is the first publicly named TV manufacturer to work with Smart TV Privacy Manager. Samba TV says it is in conversations with a number of other OEM partners about integration. Samba TV currently hosts and manages the Privacy Manager.
Leigh Freund at the Network Advertising Initiative is firmly behind the development. “The industry should embrace a clear, intuitive process to give consumers transparency and granular choices about the use of their viewing data, as CTVs are increasingly becoming an important platform for digital advertising,” she says. “We look forward to working with Samba TV and other industry members to integrate this approach with governing frameworks in the U.S.”
Barış Altınkaya, VP of Product Management and Marketing at Vestel, says “Enabling a personalised and high-quality experience for our consumers, while offering responsive privacy controls, is pivotal to Vestel Group. We are excited to be a part of this initiative to introduce these heightened consumer controls for managing privacy choices.”
Samba TV, which is a long-time advocate of consumer privacy in data-driven advertising, is going a step further and extending its workflows and user interface to provide a consent management platform (CMP) for Smart TVs. It has deployed this part of its solution as an open standard that other companies can adopt at no cost.
Samba TV believes its privacy management solution could be used by other television platforms as well, with the Pay TV market and their set-top boxes being an obvious example.
For compliance with the IAB TCF in Europe, Samba TV has partnered with Sourcepoint, the privacy compliance platform for the digital marketing ecosystem and a certified member of the IAB EU. “The data privacy landscape is complex, but our goal is to make it simpler for the digital marketing ecosystem to gain control of their standards and ensure compliance on all channels,” comments Ben Barokas, Co-Founder and CEO at Sourcepoint.
Samba TV’s CEO and Co-Founder, Ashwin Navin, declares: “Long before global regulatory frameworks were introduced, consumer privacy has been a non-negotiable requirement of our partnerships with TV manufacturers, advertisers, and brands. “It has been encouraging to see that government and self-regulatory bodies around the world have caught up with the 21st century and the complexity consumers face when making decisions on technology. We will continue to make transparency and choice central to our product decisions.”