Our data consent solution for public sector websites
A free tool that protects your reputation and revenue
Tougher rules on how personal data is collected and processed – the EU General Data Protection Regulation (GDPR) – came into effect on 25 May 2018, followed by the Privacy and Electronic Communications Regulations (‘E-privacy Directive’) in 2019.
The Information Commissioner’s Office (ICO) – the UK’s digital regulator – stressed that publishers (website owners) must obtain prior explicit consent before using cookies or similar technology to track or store any sort of personalised data in its ‘Update report into adtech and real-time bidding’ from June 2019. You can read the full report here (it opens as a PDF).
The report references both the GDPR and the E-privacy Directive and has particular relevance for organisations carrying ‘programmatic’ advertising – like CAN’s partners in the Council Advertising Network.
There are many technologies – including those used to deliver personalised ads – that need IP addresses or other information classified as Personally Identifiable Information (PII).
Many organisations leave themselves open to prosecution by having no, or inadequate, consent in place.
CAN’s free consent tool
CAN has adapted the IAB Europe Transparency and Consent Framework – the digital advertising industry’s accepted way of capturing consent to collect personal data – into a consent management solution for our partners to ensure you get transparent consent upfront for your advertising.
All partners in the Council Advertising Network can automatically get this tool FREE as part of CAN’s advertising technology. Here’s why.
- It protects your advertising revenue – with programmatic advertising, how much advertisers pay for space on your website depends on targeting ads specifically to the viewer. If you can’t prove you have consent for this, they’ll deliver less lucrative, more generalised adverts.
- It helps increase your income from ads – some big-name companies won’t advertise on your website at all without proof of consent. Having our tool gives you access to these advertisers.
- It will future-proof your website – advertising cookies are loaded only if the user explicitly consents to them. If they take no action, cookies are held indefinitely meaning no ads are shown to this user.
- There are no subscription fees – and the tech is simple to install.
How the consent tool works on your website
Set-up is easy and quick, and you don’t have to take any action from your end.
It takes about five minutes to go live once we’ve placed a piece of code on your website and dropped it into our system.
Then, when anyone visits your website, a message will pop up asking them whether they consent to personalised data being collected (the sort of notice that comes up frequently when you’re browsing online).
Their consent will be captured so it’s available for all technology on the website that uses Personally Identifiable Information as long as the vendor is IAB-approved.