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IAB Europe Backs Didomi’s QR Code Approach to CTV Consent Collection

Niamh Carroll  15 March, 2021

Didomi, a European consent-management platform (CMP), has today announced that it is expanding its solution to allow consent to be collected on connected-TV CTV devices and applications. The company says its CMP, which uses QR codes to let users read through full privacy policies on their phones, is the first to have been deemed compliant with IAB Europe’s Transparency and Consent Framework.

As the industry’s privacy conversations have made their way across to CTV, there have been questions over exactly how consent should be collected on CTV platforms. Privacy notifications are cumbersome at the best of times, and navigating tick boxes and lengthy privacy policies using a TV remote is particularly clunky.

Didomi says that its CMP for CTV collects GDPR-compliant consent on an app-by-app basis, in a way which is transparent for consumers. 

Didomi’s consent solution will run on both Apple and Android TV and will collect and store user consent for each individual app. And its solution helps avoid the clunkiness of a remote control by transferring users across to their smartphone, via a QR code.

Didomi illustration showing how CMP will appear

Companies using the CMP will be able to adapt it to fit branding purposes. Didomi will also monitor consent rates, to help app publishers optimise their consent notices and data collection practices.

Romain Gauthier, CEO and co-founder of Didomi said the company was pleased to have been approved as TCF-compliant and that they see it as a step towards meeting the market needs of publishers and advertisers.

“The key objective of our Consent Management Platform (CMP) is to enable brands to build user trust through transparent and understandable interfaces,” Gauthier said, “Due to the increasing consumption of Over-The-Top (OTT) content by consumers in 2020, we have identified a growing need and opportunity to expand Didomi’s solutions within OTT and CTV.”

2021-03-15T16:19:09+01:00
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