Real-time advertising platform Smaato has created an API which gives app developers and marketers a simple solution to conform with the new General Data Protection Regulation (GDPR) rules.
The GDPR comes into effect at the end of May in Europe, and requires app users to provide consent for a single set of data protection rules. Smaato’s in-app consent solution will help make the agreement process easier. The company worked with the the Interactive Advertising Bureau’s (IAB) Tech Lab to draft the framework, with the goal of creating an industry-wide, standardized system.
Smaato is the first company to integrate the consent form into its Android and iOS SDKs, ready for users to supply required details. The open-source framework means the system can be improved in the future, and make the process of giving consent a seamless and familiar one across all apps.
Freddy Friedman, Smaato’s CPO, said:
“In-app advertising continues to surge and Smaato is in a unique position to help guide the industry. In-app currently accounts for 96% of global ad spending on our platform, so we are always looking for ways to help mobile in-app publishers, technology partners and advertisers. By assisting the IAB Tech Lab in creating this new open-source in-app consent framework, we are not only helping publishers on our platform, but publishers and partners everywhere who must comply with the GDPR.”