AI-driven audience insights player Quantcast has announced the launch of Quantcast Choice – the first widely available implementation of the IAB Europe’s Transparency and Consent Framework.
Available from today for free, Quantcast Choice has been in beta since February and is already being used by publishers in Europe and the US.
The IAB Europe’s open-source framework enables publishers and advertisers to comply with new consumer consent rules under the General Data Protection Regulation (GDPR) coming into effect on 25 May.
As part of the framework, Quantcast will operate as a consent management platform (CMP) – one of 18 such platforms currently registered and through which consumer consent information will be passed.
Other CMPs include DMG Media, publisher of the UK’s Daily Mail and MailOnline.
Quantcast Choice enables advertisers, publishers and other website owners to source consent to use consumer data to recognise and deliver advertising and online content to EU citizens, all while staying compliant with GDPR.
Consumers visiting sites which have implemented Quantcast Choice will see one of a number of user interface options available to the publisher, including pop-ups, asking the consumer to grant consent for their data to be used in line with GDPR.
Consumers will be able to easily access more granular privacy options from the same interface. Those consumer consent choices will then be applied when they engage with the rest of that site, and other sites and vendors using the IAB Europe Framework.
Quantcast will continue to push updates to the product as the IAB Framework evolves.
Sam Barnett, chief product officer at Quantcast, said: “Quantcast Choice is an easy-to-adopt and free way for all website owners to ensure they’re GDPR-ready before May 25th.
“The result of more than a year’s work and close collaboration with the IAB Europe; it strikes the right balance between ensuring consumer privacy and control over their data and helping foster a vibrant ad-funded publishing industry.
“This is essential if consumers are to continue to benefit from free quality news and entertainment. Solutions based on industry standards are critical to maintaining a healthy and diverse digital content and advertising ecosystem.”
Quantcast’s managing director for the Asia-Pacific region, Andrew Double, said: “Any brand or publisher looking to engage a European audience needs to understand and have a plan to address the changes GDPR brings, no matter where they’re headquartered.
“Quantcast has taken GDPR very seriously in Europe and globally. We’re actively helping our clients adapt to the new requirements when it comes to acquiring consumer consent to set cookies for everything from delivering relevant ads to site measurement.”
