• by Ray Schultz , Columnist, July 23, 2024

Privacy compliance can slow down even the most advanced marketing. But two technology companies have joined forces to try to speed it up. 

TransUnion is partnering with SafeGuard Privacy to help brands vet third-party audience vendors for compliance with all state and federal regulations and legislation.

The specific mechanism is a data diligence questionnaire that enables data providers to provide their diligence information and proof of compliance and is bolstered by SafeGuard Privacy state law assessments.

TransUnion’s TruAudience Data Marketplace allows data customers -- including advertisers and publishers -- to purchase over 55,000 “off-the-shelf” audiences from over 50 Data Providers and activate them alongside their streaming media plans, the company says.

Brands can access the TruAudience Data Marketplace within their DSPs, SSPs and ad servers.

With SafeGuard, TransUnion clients can trust that each onboarded data provider has been evaluated for privacy and compliance concerns even as more comprehensive laws take effect, the company claims.

“Compliance can be complicated and resource-intensive to maintain, and non-compliance is a risk that marketers cannot afford to take,” says Richy Glassberg, co-founder and CEO of SafeGuard Privacy. “The market is saying that privacy diligence needs to be reworked and modernized to keep up with constantly evolving regulation.”