Alma to join the IAB Europe Transparency & Consent Framework
Alma Media is a registered member of the IAB Europe Transparency & Consent Framework. The Framework provides a means for assessing GDPR compliance in data-related processes across the advertising supply chain. Our aim is to ensure our partners’ programmatic advertising purchases after the General Data Protection Regulation’s enforcement date of 25 May.
The Framework is essential for publishers: our partners – for example, media agencies and advertisers – process our website users’ personal data for targeted advertising. Personal data is any information – for example, cookies or similar technologies, cookie IDs, IP addresses, or other electronic identifiers – that relates to an identified or identifiable living individual and can be used for targeted advertising.
The Framework allows for programmatically purchased and data-targeted advertising to be displayed only to consenting users. In the programmatic purchasing supply chain, the user’s consent for targeted advertising is conveyed to partners approved by Alma.
Partners approved by Alma
As part of its data protection policy, Alma approves all of its partners and data usage purposes through the Framework. The most common demand-site platforms (DSPs) used in Finland have been approved, but Google DoubleClick Bid Manager (DBM) has not joined the Framework yet, and the campaigns purchased via DBM may present temporary challenges.
Google requires end-user consent for targeted advertising, and the consent information is conveyed to the DBM by the publisher in the bid request. Google’s registration process for the Framework is incomplete. Until the registration is complete, Alma cannot approve DBM as a purchaser. At present, Google has not provided a more detailed schedule for the registration process.
Responsible Alma Media
Alma Media strives for responsible operations and provides a safe and reliable advertising environment for responsible marketing.
- Published: 8.6.2018, 10:31
- Category: Advertisers