5 continents, 2 platforms, 1 joint team
The mobile CMP launch was the first major project that kicked off the partnership between Samsung and OneTrust. It began by focusing on several applications only in Europe, which helped from a privacy standpoint, as it prepped development and operations with GDPR compliance from the get-go.
After the successful launch of the OneTrust Mobile Consent solution in Europe, Samsung made the decision to replicate this in other regions. Latin America was up next, and the solution was rolled out in Brazil shortly after. Sam Nicholson explained, “We could basically replicate what we did in Europe and essentially copy and paste that over different jurisdictions. It was a very easy launch that also proved very successful. It proved so successful that it’s now planned to be launched in 16 other countries across the world.”
Today, Samsung uses OneTrust Mobile App Consent across Samsung phones for ad-funded applications in Europe and Latin America, along with the CTV Consent solution for TV Plus on their TVs across Europe. After the OneTrust solution was implemented on Samsung’s mobile apps and TV Plus on connected TVs, it provided a more granular level of choice to consumers, from preference management to data access requests. For Samsung’s ad-supported TV service (Samsung Free, TV Plus), they found that most third-party advertisers on the market preferred to only work with those that had a working CMP.
Leanne White, Data Privacy Manager at Samsung said, “The difference between before and after (working with OneTrust) is we've given more choice to consumers. We allow them to better determine how we're going to handle their data. We wanted to provide users with the best possible experience, which OneTrust has allowed us to do.”
OneTrust Consent & Preferences – Giving users the best possible experience
OneTrust Mobile App Consent and CTV consent allows companies to identify privacy permissions and understand the overall privacy health of your app with intuitive dashboards.
Across both mobile and CTV channels, organizations can monitor consent rates over time to maximize opt-ins with customizable banners to deliver a seamless experience across multiple touchpoints.