Compliant expands to US Market with full suite of data compliance solutions
Establishes new metrics for industry to measure data compliance across the media supply chain, similar to viewability and brand safety. Compliant’s Transparency Report reveals US publishers putting brands at risk with rising tide of data regulations.
On the eve of the ANA Conference on May 17th in New York: Great Marketing Powered by Great MarTech, Compliant, which launched in the UK in October 2022 to help make data compliance simple and more achievable for brands, agencies and publishers, today announced its expansion to the US market with a suite of data compliance solutions. The offerings give brands, agencies and publishers transparency and intelligence into compliance risks across the digital marketing ecosystem.
“Brands have taken a firm stance on viewability and brand safety, and are now asking themselves, if compliance is essential for maintaining consumer trust, why would you pay for media that jeopardizes your data compliance?” said Jamie Barnard, CEO, Compliant. “For the first time, our global verification standards - for both O&O and media supply chain evaluation - enable every stakeholder across the ad tech ecosystem to measure data compliance risks and take corrective action.”
"We are now entering the era of brand integrity, where responsible brand marketing takes a more holistic view, placing well known performance, viewability, and brand safety standards alongside emerging measurement of sustainability and data compliance."
The digital marketing ecosystem is too complex for manual or scheduled compliance. The scores of intermediaries collecting and sharing data; the speed of transactions; and the increasingly divergent global regulatory requirements are simply too vast to manage without automation.
Compliant has built an AI-driven tool, independent of the Consent Management Platform (CMP), that monitors, measures, and benchmarks data compliance across the digital media supply chain in real-time. Its platform gives brands, agencies and publishers full transparency around what is happening to data – who has access to it, what they use it for, who they share it with, and what they do with it – helping brands build a better, safer web.
Compliant’s suite of solutions include:
- ACI: the Advertiser Compliance Index (for advertisers’ owned and operated media);
- PCI: the Publisher Compliance Index (representing publishers’ web properties);
- CCI: the Campaign Compliance Index (aggregating all of the assets and inventory in a given media campaign);
Compliance Transparency Report Results
The company also released its first ‘US Publisher Compliance Index - 2023 Report’. The results expose the shocking data compliance gap in the US media ecosystem, with US publishers failing to keep pace with the rising tide of data privacy regulations.
- The average PCI score for North American publishers is currently just 0.7 (on a scale of 0-5, where a low score indicates low compliance)
- As state-level regulations are enacted, CMPs are increasingly used by US publishers to capture consumer choice, with 20.3% of publishers using this technology;
- However, of those publishers employing a CMP, 91.1% are passing data to third-party intermediaries before consent is given;
- Consent does not equal compliance - even with proper consent, there are many other compliance failures, including unauthorized data collection, leakage, and reselling;
These findings underscore the urgent need for brands and agencies to prioritize data compliance when making media buying decisions. The curation of compliant media is critical for consumer trust. With consumers increasingly concerned about brands tracking their online behavior, and intensifying regulatory enforcement, data compliance is quickly becoming a new brand standard in digital media.
Commenting on today’s announcement, Yale Cohen, EVP of Global Digital Standards, Publicis Media, said “At Publicis we’ve observed the move from brand safety to brand suitability when media planning. We are now entering the era of brand integrity, where responsible brand marketing takes a more holistic view, placing well known performance, viewability, and brand safety standards alongside emerging measurement of sustainability and data compliance. With 3P solutions and standards like the Campaign Compliance Index (CCI), we can help support our brands as they navigate the complex landscape of data governance and rapidly evolving privacy regulations. We look forward to using these solutions to measure and improve data compliance across our publisher media supply chain.”
Compliant boasts a strong senior leadership team with unmatched expertise across privacy, digital governance and compliance technology, including Elliot Bell (ex-Facebook), Magid Souhami (ex-P&G), and Jamie Barnard (ex-Unilever).
For more information on the Compliance Indexes and to access the report, visit www.compliant.global