Samba TV Debuts Privacy Manager for Consumer Data Control
February 10 2021
US-based cross-screen television insights and analytics provider Samba TV has launched a service called The Smart TV Privacy Manager, giving consumers control over their household’s personal data through privacy regulations on Smart TVs.
Samba TV uses data from social media, connected devices and tens of millions of opt-in smart TV households worldwide, to help clients measure television viewing and understand its impact on consumer and purchasing behavior. Cross-platform analytics are drawn from its technology embedded in millions of smart TVs, and it uses panel ‘representative of the US population’ to measure TV and digital ad exposure for each household.
Samba TV’s new service, which features the IAB Transparency and Consent Framework (TCF), offers privacy solutions based on industry standards and formulated with TV manufacturers, industry governing bodies, and relevant governmental authorities. In addition to these standard privacy controls, the Privacy Manager addresses the issue of filling compliance gaps with third-party Smart TV advertising by integrating the IAB TCF with world-wide TV platforms and making that framework available to publishers and ad vendors. Also, in the US, Samba TV is implementing a similar framework that addresses the challenges of the California Consumer Privacy Act (CCPA), and the California Privacy Rights Act (CPRA).
Company CEO and co-founder Ashwin Navin (pictured) explains: ‘Long before global regulatory frameworks were introduced, consumer privacy has been a non-negotiable requirement of Samba TV’s partnerships with TV manufacturers, advertisers, and brands. It has been encouraging to see that government and self-regulatory bodies around the world have caught up to the 21st century and the complexity consumers face when making decisions on technology.’
Web site: www.samba.tv .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.
