• by Ray Schultz , July 25, 2018

Crownpeak is integrating the IAB Europe’s transparency and consent framework into its Universal Content Platform.

This will allow brands to manage and pass consent to third-party vendors, as specified in the IAB’s framework, and to comply with GDPR and other privacy laws, the company says. 

Crownpeak’s Universal Consent Platform allows the same functionality and APIs as the open-source framework, the firm adds. 

Firms that collect and/or process personal data are required by GDPR to disclose the purpose and in most cases gain the consent of the individual.

“While this legislation is an important step in furthering protection of users’ personal data, it is also important for publishers, advertisers and vendors to promote transparency across the digital advertising supply chain,” states Adrian Newby, chief technology officer at Crownpeak. 

Newby adds that the “IAB EU Transparency and Consent Framework gives all parties a communal language to work together to deliver potent and pertinent digital advertising to consumers via trusted Consent Management Providers (CMP).”