Gain GDPR and ePD Compliance with New Consent Tool

Mar 28, 2018
Written by CJ

Together with Conversant, we have launched a free tool for advertisers and publishers to gather GDPR and ePD compliant consent from consumers for digital advertising—and it's publicly available today for any advertiser or publisher.

All advertisers and publishers can claim access to the CJ Affiliate and Conversant Consent Tool by filling in the form on this page: ACCESS THE TOOL

Announcing the CJ Affiliate and Conversant Consent Tool: a lightweight mechanism to help advertisers and publishers gain compliant consent from consumers for their digital advertising activity in relation to the General Data Protection Regulation (GDPR) and the ePrivacy Directive (ePD).

The CJ Affiliate and Conversant Consent Tool is designed to blend compliance and business continuity, for both advertisers and publishers—and we're making it available for free, whether you work with CJ Affiliate and/or Conversant or not.

Consumer-friendly data-privacy is a long-held principle throughout CJ Affiliate and Conversant—our services have been built from the ground-up with ‘privacy by design’ as a fundamental approach—and we wholeheartedly support giving consumers greater transparency and choice around what happens with their data. This new consent tool is a real testament to this, as well as our commitment to continued innovation and the industry as a whole.

What is the Consent Tool, and why does it exist?

In the lead-up to the GDPR, much of the focus within the adtech community is on data processing bases such as legitimate interest and consent. However, there is an additional piece of regulation that is relevant for online data processing: the ePrivacy Directive (ePD). The IAB EU echoes this sentiment, which is why they have created a framework—the Transparency and Consent Framework—in which online advertising companies can communicate with each other regarding whether they have obtained consent per user.

Under the ePD, consumers must consent before the processing of cookie IDs and other similar technologies (cookies). Importantly, after May 25, 2018, this consent must be “unambiguous”, as per the GDPR. The CJ Affiliate and Conversant Consent Tool is designed to request GDPR and ePD compliant consent from visitors to advertiser and publisher websites, then store and share that consent within the IAB EU's Transparency and Consent Framework. This lightweight application integrates onsite, only appearing when necessary in order to capture consent across all vendors integrated on your site and those included in your digital supply chain of advertising and measurement.

How does the Consent Tool work?

The Consent Tool makes essential checks before determining whether it should appear (including, but not limited to):

  • Is the user in the EU, based on IP?
  • Does the user have active consent for all vendors specified by the site?
  • Is the user in an active no-consent timeframe?

Once this logic is validated, the Consent Tool appears with a dynamic list of vendors who are eligible to gather consent from the site visitor. The list of vendors is compiled by the site and may include indirect vendors whose services are essential in digital brand continuity (IE: viewability and ad fraud, brand lift studies, etc.) Vendors who already have consent will not appear, nor will those with an active no-consent flag; a configurable timeframe will be determined by the site to respect the no-consent user decision. Affirmative consent will last a maximum of 13 months.

How do I know this will be compliant?

Conversant has collaborated with the IAB EU and other adtech leaders to introduce a consent framework for the reading and storing of user consent decisions—the IAB EU's Transparency and Consent Framework. Members of the IAB EU framework will access consent via the centralized storage, while non-members will be able to integrate with a Conversant endpoint to access user preferences.

This uniform approach to passing consent across the digital supply chain is designed to minimize the additional calls that would be necessary to check consent across multiple vendors. A standardized framework and common protocol reduce the load time of consent mechanisms on a site.

The tool is also part of CJ Affiliate and Conversant’s continued collaboration with IAB EU, with the tool acting as a Consent Management Provider (CMP). The relationship ensures our Consent Tool is built to the same compliance and technical standards as the framework itself.

How do I get started?

The CJ Affiliate and Conversant Consent Tool itself is intended to be a quick integration, helping you to become compliant with the new regulations under the GDPR and ePD.

While this free tool has been designed to aid CJ Affiliate and Conversant advertisers and publishers to gain consent for their digital advertising activities, we recognize the value of this tool for the wider industry. As such, we’ve made this tool publicly available, for any advertiser or publisher. All advertisers and publishers can claim access to the CJ Affiliate and Conversant Consent Tool by filling in the form on this page: ACCESS THE TOOL

Stay tuned, as additional CJ Affiliate solutions to support GDPR compliance will be communicated to our clients. If you have any questions or feedback, please reach out to us through your account team or through our Support Center. To find out more about CJ Affiliate and Conversant’s approach to the GDPR and ePD, please read our statement here.