Programmatic Platform Boosts EU Investment with Unrivaled Consumer Transparency Efforts and Careful Alignment with Industry Standards
NEW YORK/LONDON – November 14, 2019 – 33Across, a leading programmatic platform provider, announced a simple, self-service User Data Portal, part of a “privacy by design” centered initiative that limits data collection and makes it easier for consumers seeking to exercise their rights under the General Data Protection Regulation (GDPR). Consumers have the ability to view any data collected on them for advertising purposes by 33Across, and can take action with a simple click to either immediately delete or download the data the company has acquired to date.
Their new Consumer Data Portal is well-aligned with the focus of the NAI and our member companies on educating and empowering consumers to make meaningful choices about their experience with online advertising
— Anthony Matyjaszewski | Vice President for Compliance and Member Development at the Network Advertising Initiative
The 33Across User Data Portal is the first offering from a programmatic intermediary to deliver the full breadth of consumer functionality and transparency required by GDPR in real-time, allowing consumers to exercise their GDPR rights without surrendering additional personal information via a web form or email. This approach offers a stark contrast from the current “industry standard” offered by ad exchanges and intermediaries in which the consumer must submit a lengthy form or email and wait up to 30 days for an initial response. Additionally, 33Across now retains only the single user ID needed to facilitate targeting between its exchange and demand partners, reducing unnecessary data collection and simplifying the information displayed in the User Data Portal.
“With more than 80% of digital advertising running through programmatic pipes, it’s critical that the platforms enabling these transactions are proactive in raising the bar on privacy on behalf of advertisers, publishers, and consumers,” said Eric Wheeler, CEO of 33Across. “We invested more than a year ensuring we could operate seamlessly within the IAB’s consent framework while also offering a simple and transparent solution directly to EU consumers.”
“We applaud 33Across’ innovation and investment in their approach to addressing the requirements of GDPR. Their new Consumer Data Portal is well-aligned with the focus of the NAI and our member companies on educating and empowering consumers to make meaningful choices about their experience with online advertising,” said Anthony Matyjaszewski, Vice President for compliance and member development at the Network Advertising Initiative.
The company spent more than a year ensuring alignment with the Interactive Advertising Bureau Europe’s Transparency and Consent Framework so that leading advertisers and publishers could rely on the 33Across platform to scale their business throughout the EU.
See official release here.
33Across is a technology company focused on solving the challenge of consumer attention for automated advertising. The company’s AttentionX platform is the first programmatic solution to unify high-impact creative, quality supply, and true technology-driven scale. Brands can now deliver superior audience engagement while 33Across publishers benefit from the ability to drive more revenue for every ad placement, resulting in greater efficiency and an enhanced consumer experience.