TransUnion and SafeGuard Privacy partner to simplify marketers’ compliance challenges

SafeGuard Privacy assists TransUnion in ensuring that third-party data providers comply with regulations. TransUnion is announcing a new partnership with SafeGuard Privacy to streamline marketers’ compliance vetting when selecting third-party audience vendors. As marketers aim to grow their brands by targeting high-value audiences, they increasingly rely on third-party data providers to enhance their first-party data assets. However, as the market evolves and traditional marketplaces close, marketers are concerned about the sustainability of current audience solutions.

Through the TruAudience Data Marketplace, TransUnion offers access to thousands of reliable audiences, powered by industry-leading identity capabilities, which can be activated quickly and securely across nearly 200 activation endpoints. When clients of TransUnion use SafeGuard Privacy, they are able to have the peace of mind that every data source that has been onboarded has been subjected to a comprehensive evaluation for privacy and compliance, which includes verification of compliance with all state and federal standards and legislation.

Rachel Gantz, managing director at Proximic by Comscore mentioned that they have collaborated with TransUnion for many years due to their shared focus on the responsible use of consumer data. Together, they continue to prove to the market that privacy-centric audience targeting is achievable and will remain a viable strategy for marketers in the future.

Maintaining compliance can be complex and resource-intensive, and non-compliance is a risk that marketers cannot afford, according to Richy Glassberg, co-founder and CEO of SafeGuard Privacy. The market demands that privacy diligence be modernized to keep up with constantly evolving regulations. They are excited to partner with TransUnion to achieve this and to expand the availability of compliant audiences within the streaming advertising ecosystem.

For the purpose of achieving this objective, TransUnion and SafeGuard Privacy, the same company that is responsible for powering the IAB Diligence Platform of the Interactive Advertising Bureau, have developed a new data diligence questionnaire. When combined with the state law assessments that SafeGuard Privacy offers, this makes it simple and uncomplicated for Data Providers to communicate the information and proof of compliance that they have gathered via their diligence. For the purpose of listing their taxonomies in the TruAudience Data Marketplace, Data Providers are required to respond to the inquiry and provide an assurance that their techniques are both compliant and safe for privacy.

With TruAudience Data Marketplace, data customers are not only able to explore but also combine, and purchase over 55,000 “off-the-shelf” audiences from more than 50 Data Providers. Additionally, they are able to activate these audiences in conjunction with their streaming media plans. This marketplace reaches over 80 million households in the United States that are streaming content. Advertisers who are targeting consumers in streaming media and publishers who are monetising audiences on their owned and controlled domains have the ability to access the TruAudience Data Marketplace directly within the ad servers, services providers, and data providers that they have chosen.

Gareth Davies, the Senior Vice President of Product Management at TransUnionWe at TransUnion mentioned that they have maintained excellent standards across all of their products and services for decades with no exception. As SafeGuard Privacy is aiding them in the process of verifying the third-party Data Providers, they are sure that they will be able to continue to satisfy these criteria even when more thorough state and privacy legislation come into effect.