Data privacy software company Sourcepoint has launched Privacy Lens, the first privacy measurement and analytics platform of its kind on the market according to the company.
Privacy Lens allows advertisers to set their own unique data privacy parameters and evaluate inventory sources to ensure that their messages appear only in environments that they have deemed compliant, brand safe, and suitable.
As privacy regulations like CCPA/CPRA, GDPR, and LGPD (Brazil) come into force across the globe, it has become more important than ever for brands to ensure high-quality privacy compliant experiences across all of their digital marketing channels — mobile app, web, and OTT/CTV.
Many brands have invested in privacy and digital citizenship initiatives on their own channels, but until now, have lacked a way to evaluate the privacy standards of advertising channels, exposing them to significant regulatory and reputational risk. Sourcepoint’s Privacy Lens uses proprietary scanning technology to measure the performance of media inventory suppliers against a growing set of privacy compliance and digital citizenship rules, in real time.
These market-relevant rules evaluate degrees of compliance with GDPR, CCPA/CPRA, LGPD, and other global regulations, in addition to adherence with various industry standards and best practices. Advertisers can select rules to create custom standards informed by their own organisation’s privacy strategy and risk profile. Privacy Lens also offers advertisers the ability to optimise their ad spend by targeting high-performing audiences who have agreed to receive personalised advertising.
Ben Barokas, Sourcepoint Co-Founder and CEO (pictured), said: “Sourcepoint is proud to launch a measurement and analytics platform that allows media sellers and media buyers to benefit from a shared commitment to consumer privacy. By aligning incentives for both buyers and sellers, Privacy Lens improves privacy standards for the entire ecosystem. Privacy-conscious brands will be repaid with consumer trust and higher purchase intent, and outstanding media sellers will be compensated accordingly.”
Privacy Lens allows publishers to understand how buyers are evaluating the privacy experiences on their properties. Media sellers will be able to visualise the potential revenue impact of different Privacy Lens rules and use that data to optimise their privacy program to drive incremental revenue. These insights are critical for publishers to stay abreast of evolving standards and continue to improve their consumer privacy experiences while maximising monetisation.
Three of the top five US media agency holding companies have already partnered with Sourcepoint to provide greater visibility into the quality of their media buys.
Megan Pagliuca, Chief Media & Data Officer at Omnicom Media Group, commented: “In partnering with Sourcepoint, OMG is working to offer an innovative solution to a complex problem in data ethics that our brands are facing. Privacy Lens will allow OMG to expand our inventory graph to curate inventory sources that have the strongest and most transparent relationship with their consumers.”
In addition to evaluating regulatory compliance, Privacy Lens launches with a robust set of rules that check for adherence with the IAB’s Transparency & Consent Framework, the IAB CCPA Compliance Framework, as well as markers of strong digital citizenship, such as the absence of intrusive identifying techniques (i.e., device fingerprinting), user-friendly opt-out workflows, or data breach risk (i.e., identifiers shared without adequate hashing/encryption in the bid requests).
Sourcepoint is a client of Bluestripe Communications, owned by Bluestripe Group, the owner of NDA.