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
Marketers strain to juggle media budgets, AI and high expectations from CEOs
A new survey reveals sustained pressure on budgets as CMOs struggle to deliver on marketing goals and AI objectives.
Digiday+ Research: Marketers optimize GEO strategies amid the effects of zero-click search
While AI-generated search results are still relatively new compared to traditional search results, marketers are deeply feeling the effects.
‘Google doesn’t care that it’s terrible’: Brand, agency execs air frustrations with The Trade Desk, Google’s Performance Max, Meta’s Advantage+
Think transparency is hard to come by in programmatic advertising? Well, get a bunch of brand and agency executives in a room, and they’ll get super transparent about how opaque the digital ad market has become.