SafeGuard Privacy helps TransUnion scrutinize third-party data providers’ adherence to regulations
TransUnion has announced a strategic partnership with SafeGuard Privacy to streamline compliance vetting for marketers when selecting third-party audience vendors. This collaboration aims to ensure that data providers meet stringent privacy and regulatory standards, enhancing trust and security in the evolving marketplace.
The Evolving Landscape of Audience Data
- The Need for Reliable Data Providers: As marketers strive to expand their reach to high-value audiences, they increasingly rely on third-party data providers to supplement their first-party data assets. However, with legacy marketplaces closing and the market evolving, the reliability and compliance of current audience solutions are under scrutiny.
- TransUnion’s Commitment: Through the TruAudience Data Marketplace, TransUnion offers access to thousands of reliable audiences powered by industry-leading identity capabilities. This platform ensures that data can be activated quickly and securely across nearly 200 endpoints.
The Role of SafeGuard Privacy
- Ensuring Compliance: SafeGuard Privacy’s partnership with TransUnion involves rigorous evaluation of data providers for privacy and compliance, encompassing all state and federal regulations. This initiative aims to provide marketers with peace of mind when selecting data partners.
- Expert Insights: “We have worked with TransUnion for many years because of our shared emphasis on the responsible use of consumer data,” said Rachel Gantz, managing director at Proximic by Comscore. This collaboration underscores the importance of privacy-centric audience targeting.
Key Features of the Partnership
- Data Diligence Questionnaire: To facilitate this compliance process, TransUnion and SafeGuard Privacy have developed a comprehensive data diligence questionnaire. This tool, combined with SafeGuard Privacy’s state law assessments, allows data providers to easily share their compliance information.
- Enhanced Market Confidence: “Compliance can be complicated and resource-intensive to maintain,” said Richy Glassberg, co-founder and CEO of SafeGuard Privacy. This partnership aims to modernize privacy diligence to keep pace with evolving regulations.
Benefits for Advertisers and Data Providers
- Extensive Reach: The TruAudience Data Marketplace reaches over 80 million streaming US households, offering over 55,000 audiences from more than 50 data providers. This platform allows advertisers and publishers to explore, combine, and activate audiences within their chosen DSPs, SSPs, and ad servers.
- Sustainable Audience Solutions: Gareth Davies, SVP of product management at TransUnion, highlighted the company’s long-standing commitment to high standards. With SafeGuard Privacy’s support, TransUnion continues to provide sustainable audience solutions that adhere to comprehensive state and privacy laws.
The partnership between TransUnion and SafeGuard Privacy marks a significant step towards ensuring compliance and trust in the data marketplace. By leveraging SafeGuard Privacy’s expertise, TransUnion can confidently offer compliant, privacy-centric audience targeting solutions that cater to the evolving needs of marketers.