This article is a WTF explainer, in which we break down media and marketing’s most confusing terms. More from the series →
Pity the privacy compliance officers. This year companies have to adapt to five new state-level privacy laws in the U.S., which means companies’ privacy and legal teams have to figure out how to comply with the various laws and their varying requirements for how people’s personal information can be collected and used for advertising purposes and otherwise.
Fortunately for companies, the Interactive Advertising Bureau has devised a privacy compliance framework called the Multi-State Privacy Agreement that aims to aid compliance across all five state-level privacy laws at once.
“There are disclosures of personal information that happen in the digital advertising supply chain where there are presently no contracts that exist at all, but there need to be contracts going forward,” said IAB evp and general counsel Michael Hahn.
The MSPA — in conjunction with the corresponding Global Privacy Platform — effectively functions as a contract-creating trigger to institute agreements between the companies collecting people’s personal information and the companies that may access that data through the programmatic advertising supply chain.
Sound complicated? It is and it isn’t, as the video below explains.
More in Marketing
Cannes Briefing: The Cannes confessional
Cannes is soft win. Attendees showed up and so did everyone else and the showing up is the whole transaction.
Future of Marketing Briefing: CMOs are still haunted by hard questions about value of ad creative
While interest in AI-enabled media and creative effectiveness measurement is rising, 49% of senior marketers say they can’t back up their ad creative with hard data.
Nike versus Adidas: Who’s winning the World Cup’s brand head to head?
Both Adidas and Nike are gunning to dominate the World Cup. We examine campaign performance data to see who’s out in front.