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
Nike versus Adidas: Which brand won the World Cup?
We sift through data from AdClarity, Meltwater, Sprout Social and MediaRadar to work out which brand had the best World Cup performance.
Ad Tech Briefing: Apple’s continued interest in ads
A subtle policy update shines a light on how Apple differs from Google.
Five things the World Cup taught marketers about creators
The World Cup has wrapped, which means it’s time for the obligatory marketing takeaways piece.