Consumer data privacy is at the forefront of the digital advertising industry. Amid ongoing legislation and announcements from companies like Apple and Google, Simpli.fi has taken proactive measures to prepare for and help guide these changes. While there is speculation and confusion about the eventual effects on digital advertising, Simpli.fi has seen limited long-term impact due to our adaptability.
Our “privacy by design” approach to product development and leading identity solution partnerships puts Simpli.fi in a more advantageous position to lead the way. This methodology requires all products and services to be vetted through a privacy-first lens. Simpli.fi has always taken this approach with the consumer’s data privacy at the forefront of our development and will continue to do so in the future. Across the digital landscape, we’ve positioned ourselves to be a reputable model for identity and data practices long before regulations came into play.
OUR CONTINUAL COMMITMENT TO DATA PRIVACY AMIDST VARIOUS CHANGES
Note: The above graphic is current as of early May 2022. Any changes since then have not been updated in this post.
Simpli.fi has taken numerous measures in our continued efforts and commitment to data privacy. Over the past decade, the digital landscape continues to undergo changes from a variety of sources. Some of these changes are regulatory in nature, while others stem from companies like Apple or Google. No matter the change, our approach remains the same. We remain committed to data privacy amidst various, ongoing changes in our industry.
To highlight that commitment, here are a few of the significant actions taken by Simpli.fi over the years. These notable steps taken emphasize our commitment to data privacy through the various partnerships, memberships, and the adoption of various measures to remain ahead of the game in this area:
- Simpli.fi becomes a member of the IAB and NAI (pre-2016)
- Simpli.fi joins TrustArc and the DAA (2017)
- Simpli.fi implements bidder parsing of CCPA opt-out string, immediate no-bid, and scrub of data for any “no notice given” or “opt-out” bid requests (2019)
- Simpli.fi joins the W3C (2020)
- Simpli.fi integrates TapAd Cross Device graph (2021)
- Simpli.fi integrates LiveRamp IdentityLink Cross Device graph (2021)
The above examples highlight some of the many ways Simpli.fi remains committed to data privacy and identity solutions. Simpli.fi has always operated under the direction of the most stringent privacy law for all our data. In other words, if one state in the U.S. establishes a strict privacy law, we then handle all U.S. data under the enforcement of that one state’s law. We do this to follow the most strict guidelines applied across the board.
SIMPLI.FI’S UNIFIED IDENTITY GRAPH FUTURE-PROOFS OUR DATA PRIVACY INFRASTRUCTURE
While Google plans to deprecate third-party cookies in 2023, we’re actively implementing leading identity solutions (i.e., LiveRamp, IntentIQ, and TapAdID) to provide alternative data signals and enhance our identity graph. With the loss of IDFA and third-party cookies as key identifiers, there will be a larger number of widely adopted digital ID points as opposed to a single alternative option.
Simpli.fi is continuing to expand our user matching capabilities to utilize a wide variety of identifiers. Our unified identity graph incorporates the top identity solutions across the industry to maintain high performance, granular insights, and privacy compliance.
THE PATH FORWARD: SIMPLI.FI’S PREPARATION TO LEAD THE WAY IN DATA PRIVACY
In order to prepare for the future of digital advertising, Simpli.fi is actively future-proofing our processes and solutions to ensure minimum impact on targeting and attribution. Our unified identity graph and “privacy by design” infrastructure point to Simpli.fi’s continued commitment in this area. We will continue to expand our capabilities as we remain committed to consumer data privacy and protection.
Additional Resources: Hear from Paul Harrison, Simpli.fi’s Chief Technology Officer, on Consumer Data Privacy (April 2021 Webinar) and “The Death of the Cookie” (August 2021 Webinar).
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