Didomi is today announcing the expansion of its compliance solution to collect consent for connected TV (CTV) and OTT applications. Why the need for a consent management solution for connected TV? And how can CTV app publishers integrate consent at the center of their video on demand (VoD) experiences, whether they are subscription-based (SVoD) or advertising-based (AVoD)?
Summary:
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Why the need for a consent management solution for connected TV?
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The first European CMP offering a CTV solution approved by IAB Europe.
Connected TV: An expanding market
Consumer demand for streaming digital content is increasing immensely.
Today, an estimated 61,5 million consumers across Europe use connected TV devices on a daily basis, on which they can watch their favorite content on selected devices whenever they want. In the US, 64% of households are switching from cable services to OTT services.
Between April 2019 and April 2020, which marks the beginning of the COVID-19 pandemic globally, the number of consumers with connected TV increased by 54% and the revenue generated by OTT services will reach more than $58 billion by 2024.
The move away from linear TV and the exponential increase in streaming has opened up a new world of opportunity for advertisers and publishers.
The digital advertising industry is widely considering connected TV advertising as the next big growth driver. In North America alone, the OTT market is expected to double over the next 5 years, growing by over $94 billion, according to analyst firm Digital TV Research.
Various players, from streaming platforms to telco providers and publishers, are all racing to build the best possible data and technology stacks to attract advertising dollars. According to The Trade Desk, connected TV inventory has already increased by 54%.
IAB Europe’s Guide to the Programmatic CTV Opportunity in EuropeIAB Europe released this Guide to help planners and buyers of media understand and navigate how CTV can operate programmatically. Didomi is proud to have contributed to this guide.
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Why the need for a consent management solution for connected TV?
Device information, watching history, profile-based content suggestions, personalized ads… These are all great features, but there’s one element that unites them. They are all fueled by personal data.
And, to use personal data, you need consent.
More specifically, you need consent which has been obtained in a clear and transparent way, in compliance with GDPR principles. In Europe, all data collection must be explicitly and provably opt-in based, in contrast to the opt-out based “do not sell my data” of some US regulations like CCPA.
Consumers demand transparency and control when it comes to their personal data, and connected television sets should by no means be an exception.
So, how can you tap into this pool of revenue opportunity, without compromising your users’ data rights?
This is where Didomi steps in.
The Didomi Consent Management Platform for connected TV
Didomi is launching its Consent Management Platform for broadcasting companies with their own CTV application who need to collect users' consent for access to personal and device data.
The solution runs on both Apple TV, Android TV and Amazon Fire TV to collect, store, and optimise user consent, while also considering the importance of protecting consumer choice and privacy.
The objective? To enable brands to generate user trust through transparent, easy to implement and easy-to-use interfaces.
The result? Companies are able to open up new horizons of advertising potential. They benefit from compliant customer data while seeing higher engagement and increased user trust.
Consumers, on their side, are free to choose what data to share and how to stay connected to their favorite brands, across multiple touchpoints. They can benefit from personalised content suggestions and ads, but only if they want to.
It’s a win-win situation, and this is why Didomi is so dedicated to consistently evolving and adapting to market needs.
To find out more, check out this video which demonstrates what a Didomi connected TV CMP would look like on your app.
The first European CMP offering a CTV solution approved by IAB Europe.
The IAB Europe’s Transparency and Consent Framework (TCF) helps parties in the digital advertising chain ensure that they comply with the opt-in-based General Data Protection Regulation, and they have set up a standard to make it easy for organizations to identify vendors whose consent management offering will meet compliance.
Our solution, which will allow publishers to fully comply with the privacy regulation, is the first European CTV consent solution approved as compliant with the Transparency and Consent Framework (TCF) by the IAB Europe.
Prioritise compliance, and optimise performance
Compliance is undeniably a key priority. But this is not just a question of compliance. It’s a question of performance and profitability also.
What makes connected TV so exciting is that it offers a truly personalised experience to the user, and a personalised experience is always a better experience.
This is why Didomi allows companies to create consent notices with the possibility to modify the text to suit branding purposes, and ensure users are fully informed.
We dedicated time to creating a strong layout and design, and offer a multi-language connected TV consent solution, in 26 languages.
By investing in our bespoke consent management solution, broadcasting companies will be able to optimise user experience and satisfaction (a key element in generating revenue). They will also be able to run analytics on the Didomi Console, and monitor and optimise consent rates.
Please do not hesitate to get in touch with us for more information, or to schedule a demo with one of our experts to discuss how the Didomi connected TV solution can transform your business.
