Quantcast has released a privacy preference management tool it says will simplify consent management and improve users’ browsing, and is urging local marketers and publishers to respect consumer choices before regulators make them.
On Wednesday adtech company Quantcast launched Permisio, an expansion of Quantcast Choice, the popular consent management platform popular with internet publishers. Like its predecessor, Permisio promises to help publishers comply with growing regulations for data collection and processing, most notably Europe’s GDPR and the California Consumer Privacy Act.
According to Quantcast, the Permisio expansion – free to publishers already using Quantcast Choice – lets site visitors provide an authenticated identity and data collection preferences to publishers in a transparent way while still safeguarding their privacy.
The product is part of Quantcast’s initiative to develop an alternative to third party cookies – the industry’s traditional way of tracking users and trading their data. Google has announced it will phase out third party cookies over the next two years.
While the move away from cookies shows a better regard for consumers’ privacy, it will challenge many adtechs that have built business models reliant on third party data, and some argue further entrench the market power of the giants.
Rising tide of regulation
Quantcast says it’s getting out in front of the transition and preparing for even more data laws.,” said Quantcast APAC managing director, Andrew Double.
“Data protection legislation has already arrived and will continue to expand in the Asia Pacific region. It is important for publishers to act now to both improve the consumer experience on their sites and to make advertising more relevant to their audiences.
Double says GDPR in particular, which requires sites to collect user preferences and permission for data processing, has already disrupted the browsing experience. But Permisio reduces the consent and preference process to a “just a few clicks” for consumers.
“In turn publishers can better understand and therefore monetise their audiences, respect their rights decisions, and comply with data protection legislation,” Double said.
Quantcast says it is betting on respecting consumers’ privacy and a better understanding of the need for advertising to keep content free will lead to consumers actively opting in to data collection.
“Within the next few years, we predict, consumers will have to start opting in to the processing of their personal data for use in advertising that enables them to access content on the open internet,” said Quantcast’s APAC boss.
“Consumers in our region are already accessing content in markets such as the UK where publishers are required to obtain consumers consent and Asia Pacific publishers already have a lot of overseas users whose consent is required before their data may be processed. In addition, several APAC markets have their own laws under which consent may be required to process users’ personal data for advertising. Lastly, we’re seeing internet gatekeepers take more and more aggressive steps to prevent the collection and use of their users’ data by publishers and marketers without their knowledge and consent.
“Marketers and publishers in APAC need to act now to ensure they have a clear strategy for optimum audience growth and brand engagement in the medium to long term.”