By Leigh Freund, President and CEO of the Network Advertising Initiative (NAI)

Samba TV, a global leader in television data and omniscreen measurement, today rolled out the Smart TV Privacy Manager, an on-screen privacy solution that consumers access through their TV settings menu and can use to make choices to control the collection and use of their household’s personal data. It is a milestone for privacy protection on CTVs because it gives consumers a clear, intuitive process for transparency and granular choices about the use of their viewing data.

Samba TV is partnering with global TV manufacturers that will incorporate Privacy Manager into models being released soon. It is anchored in the IAB Transparency and Consent Framework (TCF) and addresses privacy compliance for CTVs under the EU General Data Protection Regulation (GDPR). A version is being developed for the U.S. that will respond to the compliance challenges of the California Consumer Privacy Act (CCPA) and the amendments introduced by the California Privacy Rights Act (CPRA).

The NAI is among the organizations that advised Samba TV on the development of Privacy Manager, and we are pleased with the easy-to-use interface. CTVs are increasingly becoming an important platform for digital advertising. This approach is consistent with the requirements established in the NAI Code of Conduct and it puts Samba TV, as well as other NAI members that may leverage the technology, in an excellent position to comply with the Code’s provisions promoting consumer notice and choice. We look forward to working with Samba TV and other industry members to integrate this approach with additional governing frameworks in the U.S.

Samba TV is implementing Privacy Manager in partnership with major global brands, publishers and platforms. It is being deployed as an open standard so other players in the connected TV ecosystem can adopt it as their own consent management platform (CMP) at no cost.

The NAI looks forward to working with Samba TV and other CTV industry stakeholders to introduce the Privacy Manager approach to U.S. broadcasters, manufacturers, and regulators. We welcome NAI member input and engagement with this and other CTV efforts to provide consumers with more transparency and clear choices about the collection and use of their data.

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