Samsung Ads, launched its OneTrust Consent Management Platform (CMP) in its Samsung TV plus service, available on the company’s Smart TVs and mobile phones for the United Kingdom, Germany, France, Italy, Spain, Austria, Switzerland, the Netherlands and Sweden.
Currently, it is essential that the authors and advertisers of streaming content obtain consent and respect “the privacy and preferences of viewers on each device with which they consume this content, whether it is a smartphone, a tablet or a Smart TV“.
With the new application, the OneTrust CMP on Samsung TV Plus, it is much easier to obtain consent, preferences while respecting compliance with “data protection regulations, such as GDPR, CCPA, IAB TCF 2.0, among others”.
The launch of the CMP guarantees that the ads will be presented in the “correct” way in the Samsung TV Plus inventory. Additionally, advertisers have the power to use “third-party measurement and verification” providers, who can claim compliance with consumer choice policies and TCF 2.0 when purchasing Samsung TV Plus inventory programmatically.
For the vice president and general director of Samsung Electronics Europe, Alex Hole, “at Samsung, consumer privacy is a priority for our services and products, and we are working tirelessly to protect consumer privacy and for our advertising partners. This framework provides the confidence to place your ads within the Samsung TV Plus environment.”
For his part, Blake Brannon, Director of Strategy at OneTrust, said: “Protecting privacy and respecting user preferences is one of the best ways brands can build trust with their audiences today.”
In an increasingly digital and connected world, it is essential to guarantee the security and trust of users and providers.