Connected TV (CTV) audience platform Tru Optik is out with a free privacy compliance solution, Privacy.TV, for Net-delivered TV programming that supports California’s new privacy law.
Privacy.TV will be available in beta this quarter and become commercially available next year. It lets users opt-out of having their collected data used for audience-based ad targeting, for an individual or for a household and for any specific device.
Privacy.TV builds on Tru Optik’s previous privacy compliance offering, called OptOut.TV, which the company launched in early 2018.
But the new solution is designed to meet the additional privacy requirements of the new California Consumer Privacy Act (CCPA), which goes into effect in January. For instance, there are provisions for profile correction, an API for partnering organizations and the ability to provide audit records of opt-out and audience data usage over five years.
Tru Optik CEO Andre Swanston told ClickZ via email that Privacy.TV is intended for initial use only in the U.S. Although there may eventually be versions for Europe and other markets, he said the solution is not currently supporting the privacy requirements of the European Union’s General Data Protection Regulation (GDPR).
The opt-out profiles will employ the people-based IDs from credit bureau TransUnion. Privacy.TV opt-out screens are available over the Web, meaning they are available for video programming directly delivered over the web to TVs or set-top boxes. Privacy.TV within Over-the-Top (OTT) apps, such as inside Hulu-with-ads or Sony’s Crackle, is in development.
While free, Privacy.TV is owned and operated by Tru Optik, and is available to Tru Optik’s clients and partners as well as the company’s platform. Swanston declined to say which other companies are participating in Privacy.TV, citing confidentiality agreements.
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