Faktor’s CMP tech collects GDPR-compliant consent and passes it to ad tech companies, but it will eventually expand beyond that scope. Smart TV manufacturers and connected TV inventory companies will also need consent solutions as privacy regulations expand.
LiveRamp’s identity graph can give Faktor the ability to manage omnichannel consent, Gupta said. For instance, by connecting someone’s work laptop or phone to a home address and Wi-Fi network, LiveRamp could help a publisher recognize readers on different screens, so subscribers won’t have to constantly log-in to their accounts.
And on the demand side, brands are investing heavily in first-party data operations. A US hotel company doesn’t sell media inventory, but it still needs consent and data privacy solutions.
Gupta said LiveRamp’s vision is to “enable any of our partners to be compliant at the click of a button.”