A BALANCE BETWEEN ADVERTISING NETWORK STANDARDS AND CNIL REQUIREMENTS
VECTAURY is delighted to announce that the French Data protection authority, the CNIL (Commission Nationale de l’Informatique et des Libertés), has closed the public formal notice concerning VECTAURY.
After more than eighteen months of discussion with the CNIL, in addition to the last three months of the formal notice period, the CNIL has acknowledged that VECTAURY’s services and technologies fully comply with GDPR. This successful outcome sets a standard for the digital advertising market. This clarification is good news for users, retailers and the advertising industry.
PRAGMATIC SOLUTIONS, JOINTLY BUILT WITH THE CNIL
The CNIL has two requirements related to data collection.
First of all, in the context of collecting and analyzing location data, the CNIL asked VECTAURY to make adjsutements to its consent collection tool, known as CMP (Consent Management Platform). This was the focus of significant work by VECTAURY, to ensure that mobile users can have more accessible and detailed information and actively express their choices regarding the use of their personal data for marketing and advertising purposes.
This solution is based on two principles:
• The adaptation of VECTAURY’s consent collection tool (CMP);
• The implementation by VECTAURY of a new compliance audit grid for third party CMPs, as required by the CNIL in light of the requests for action made to VECTAURY.
Then, as for VECTAURY's business distributing personalized advertisements, through an auction system, to thousands of mobile applications, the CNIL requested a traceable proof of consent given upon data collection.
In this regard, the regulator made an unprecedented request that VECTAURY manually check the compliance of the original consent for each piece of data collected, and to keep a record of it in its database.
The response to the new CNIL requirements was highly expected by the entire industry, both in Europe and across the Atlantic, due to the crucial impact it creates for the digital advertising market.
“We have sought to defend a solution that protects the interests of publishers and advertisers while remaining compliant with advertising network standards and regulatory requirements”, said Matthieu Daguenet, CEO of VECTAURY.
In this context, VECTAURY jointly with the CNIL, has built a completely new solution for the market, combining performance and compliance. This solution comprises three stages: (i) the identification of consent collection platforms used on thousands of mobile applications, (ii) the GDPR compliance audit of these platforms and (iii) the technical development of VECTAURY's artificial intelligence to automatically remove non-compliant platforms.
THE EMERGENCE OF A NEW LONG-TERM STANDARD FOR THE RETAIL TECH MARKET
Since 2016, VECTAURY has been campaigning for a standard that favors the respect of mobile users’ privacy. In this regard, in September 2017, the company had approached the relevant departments at the CNIL to ask them about the application of the statutory framework, and to identify market practices compatible with the network standards.
The jointly-built solution on the issue of traceability goes beyond the case of VECTAURY alone. A foundation of a framework is now available for all stakeholders in the sector. This three-step method allows a consensus combining retailers’ marketing performance and the preservation of users’ privacy.
Professional associations, including the IAB, supported by the general framework set out by the GDPR, have a key role to play in maintaining this balance. VECTAURY is keen to work alongside these associations as the industry moves towards the consolidation of this new standard.
Matthieu Daguenet, CEO of VECTAURY, adds: "The positive outcome of the CNIL's formal notice is a direct consequence of our hard work since 2016. We have always been convinced that the development of this ecosystem could only occur on the basis of a shared ethical approach, driven by these new services, between the leaders of the digital world and users.”
Beyond these pragmatic solutions, VECTAURY is looking forward to going even further in the coming months, by proposing new innovations that will benefit users and professionals in the digital advertising industry.
VECTAURY supports retailers and brands to act at each step of the customer journey and generate qualified traffic in outlets, while respecting the privacy of mobile users. Based on geolocation data, VECTAURY's proprietary technology allows retailers and brands to activate their customers and convert their prospects, to analyze activity around their outlets and to measure the impact of their multimedia systems. A French company, created in 2014, VECTAURY supports more than 100 brands and agencies with the ability to reach millions of qualified profiles in France. For more information, visit www.vectaury.io.