OneTrust is now an IAB TCF 2.0 approved CMP for over-the-top (OTT) and connected TV (CTV) applications. As an IAB TCF 2.0 approved CMP, OneTrust supports customers obtain the consent needed to deliver relevant ads. In addition to this, users can maintain IAB TCF 2.0 compliance, increasing ad revenue, and build trust with consumers.
Watch the Webinar: How to Collect Consent & Preferences in OTT and CTV Environments
Publishers leveraging the IAB TCF 2.0 framework to conduct targeted advertising, store consent and preferences, and signal these preferences downstream to ad tech vendors. The OneTrust CMP is available across all platforms including web, mobile and OTT/CTV applications.
The Transition to OTT and CTV
Viewers are now more likely to consume content on multiple devices in different locations. As a result, regulations and supervisory authorities are addressing the way brands and publishers capture consent across devices. As consent guidance grows, companies must focus on respecting user’s privacy on every device they consume content. This means consent management extends beyond web properties to mobile applications, as well as OTT and CTV apps.
Market trends highlight a shift toward video streaming. In fact, 64% of American households have opted out of cable services and are instead utilizing OTT services for media consumption. This shift to OTT services has only been further heightened by the Covid-19 pandemic.
The number of consumers with CTV inventory increased from 54% from April 2019 to April 2020. Notably, Recosense Infosolutions estimates that the revenue generated by OTT services will reach more than 58 Billion by 2024.
As companies enter the OTT and CTV space to meet consumers’ increasing demands for streaming content, it’s imperative to implement a consent management platform (CMP) to capture, store, and signal vendors’ consent and preferences. By doing so companies can create more personalized and engaging viewer experience, while respecting user privacy.
Take Action Today
OneTrust’s OTT App Consent helps publishers and advertisers capture consent for compliance and provides consumers with personalized content. The enhanced OneTrust OTT App Consent solution features direct API calls and native SDKs to set and read consent and preferences across platforms, including Amazon Fire TV, Roku, Apple TV, Android TV, HbbTV, and Connected TVs running Samsung Tizen and LG WebOS. OneTrust’s OTT App Consent capabilities include:
- CCPA Opt-Out of Sale
- GDPR and ePrivacy Opt-In Consent:
- Advertising and IAB TCF 2.0
- Cross-Device Consent Management
- GDPR and CCPA Privacy Rights
- Supporting multiple User Profiles
Further CMP for CTV reading:
- PreferenecChoice News: OneTrust CMP Leads the Consent Management Market: Used on 350,000+ Websites and Apps
- Cookiepro Blog: Privacy in Mobile Apps: Provice Choice, Build Trust