Tru Optik to Roll Out Privacy.TV Compliance Solution

US-based TV audience intelligence and data-management platform Tru Optik is to launch a free compliance solution called Privacy.TV, to help CTV advertisers ready for the California Consumer Privacy Act (CCPA), which comes into effect next January.

According to the firm, many brands use their own first-party consumer data to advertise across CTV, which is often anonymously mapped using name/address or e-mail address, and is considered personally identifiable information (PII). Tru Optik's new, device-agnostic Privacy.TV solution, which will roll out in beta during the final quarter of 2019 and launch in 2020, will offer OTT consumer opt-out and data transparency capabilities for publishers, ad tech platforms, data providers and device manufacturers.

Tru Optik says unlike other siloed offerings that use only individual identifiers such as cookies and IFAs (CTV device advertising IDs) updated at widely varying frequency, Privacy.TV reconciles against its own patented 80 million household graph and is updated every 24 hours. Its privacy compliance capabilities will enable consumers to opt out at the app, device and household level, or opt in and correct their profiles.

In addition, Tru Optik plans to add TransUnion's people-based ID resolution to the solution, to enable consumers to securely opt out or control how PII data can be used for CTV advertising in a privacy-safe manner. This functionality is planned for early 2020.

Jonathan Bokor (pictured), Chief Privacy and Business Affairs Officer at Tru Optik, comments: 'CCPA will significantly impact all businesses - large or small - across the advanced TV advertising ecosystem. Our Privacy.TV solution will enable users to comply with their opt-out obligations under CCPA with respect to CTV, and will integrate well with their overall CCPA compliance and consumer privacy initiatives'.

Web site: www.truoptik.com .