New Service Will Certify GDPR Compliance By Vendors

The Media Trust has launched an SaaS-based service to help firms comply with the European Union’s General Data Protection Regulation (GDPR). And it is certifying vendors that agree to fix their web and app codes to ensure adherence to the GDPR.  

The new service, Digital Vendor Risk Management (DVRM), automates website and mobile apps' data trackers and resolves compliance issues.

DVRM's scanning engine scans more than 30 million sources of third-party code and millions of websites each day, ensuring control of “digital shadow IT,” and helping firms terminate violations at the source, the company adds. Email is one of the alert mechanisms, according to a spokesperson.  

Over 100 digital vendors already participate in the DVRM program, including OpenX, which believes that digital marketers must pursue an agenda of “trust and transparency,” according to John Murphy, head of marketplace quality at OpenX.

According to The Media Trust, firms such as Auto Trader UK and Hearst Magazines Digital Media are evaluating DVRM.

GDPR takes effect next May 25. Email marketers and all other firms that hold data on European consumers face severe fines and damage to their reputation if they fail to comply.

The regulation requires that data controllers justify the presence of all third-party data tracking elements, including cookies, pixels and other data-capturing code that identifies consumers and/or their devices, The Media Trust reports.

DVRM resolves violations directly with the responsible vendor, the company adds. In addition, it maintains an online repository of authorized third- and fourth-party collection vendors, and their approved activities.

Based in McLean, Virginia, The Media Trust claims to be fixing the Internet by creating better digital ecosystems. It has a physical presence in 65 countries.

"Considering up to 75% of code executing on websites is provided by third-party vendors, current solutions — tag managers, web application security, consent managers, etc. — provide insufficient insight into the actual code rendering on a consumer's browser. How can you control what you don't see?" states CEO Chris Olson.  

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