Pixalate is pleased to announce that it is now included on the Global Vendor List for the IAB Europe’s Transparency & Consent Framework.
This means any EU company that wishes to use Pixalate's superior fraud detection and prevention will be able to easily add us as an approved partner to any site or app.
What is the IAB Europe’s Transparency & Consent Framework?
The framework is an important part of the solution for General Data Protection Regulation (GDPR) compliance.
The IAB Europe’s stated mission of the framework is “to help all parties in the digital advertising chain ensure that they comply with the EU’s General Data Protection Regulation when processing personal data or accessing non-personal or personal data on user devices."
Additionally, “The Framework standardises the capture of user consent for data processing and ‘signals’ this information across the advertising supply chain. It is open-source, not-for-profit with consensus based industry governance led by IAB Europe with significant support from industry parties and technical management from IAB Tech Lab.”
What is the ‘Global Vendor List’?
The Global Vendor List serves as a registry of verified third parties. It is the IAB’s list of pre-approved vendors that publishers active in the programmatic ecosystem can trust to be GDPR-compliant when dealing with user data.
As noted by the IAB Europe, the ‘Global Vendor List’ and Transparency & Consent Framework are primarily geared toward the supply-side. This is because publishers have a unique touchpoint with consumer — e.g. a visit to a website — which provides an opportunity to obtain consent.
What does this mean for buyers?
The ecosystem remains challenging for media buyers. The buy-side does not have the same access to consumers as publishers, which makes it more difficult to obtain consumer consent.
The is one of the primary reasons several buy-side companies have decided to cease EU operations for the time being; it is expensive to figure out consent from the media-buying perspective.
Pixalate will keep close tabs on how the digital ad industry is reshaped as a result of the GDPR, including from the perspective of both buyers and sellers.
As announced in May, Pixalate is compliant with the the GDPR, and our inclusion on the IAB Europe’s Transparency & Consent Framework Global Vendor List further solidifies our position as a trusted partner.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”