This week the
IAB Tech Lab announced the pilot launch of PrivacyChain and is seeking feedback. The blockchain-based protocol developed by LiveRamp enables companies to track user’s privacy consents across ‘data supply chains’.
A few weeks ago there was a backlash when it was revealed that Google purchased user data from Mastercard. They combined the information with advertising data to demonstrate ad effectiveness.
Companies collect hundreds of millions of data consents annually. But intermediaries are often involved in the process especially with online advertising. Consider the banner ads on a website which are rarely served directly by the publisher. So there’s a need to make sure that user consents are appropriately managed between companies.
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