Consent
Understanding Consent for OneView customers
This page is meant as a guide for OneView customers to understand what consent is required to use OneView to achieve both world-class data quality and regulatory compliance.
Introduction
OneView uses the Google® Consent Mode framework to understand your users’ consent, which uses a series of properties to understand the user’s consent status.
It is automatically set by your Consent Management Platform (CMP) or your own implementation.
This guide will follow both ePrivacy and GDPR concerns, and help you understand what consent is required for each.
Cookies - ePrivacy
As long as your CMP is correctly configured to work with Google® Consent Mode (most of them are), OneView will automatically respect the user’s consent.
OneView can work completely without a cookie banner, but with special considerations:
- In some countries, without any additional consideration.
- In other countries, depending on their implementation of the ePrivacy directive.
ePrivacy being a Directive, and not a Regulation (like GDPR), it is up to each country to implement it in their own laws. This means that the interpretation inevitably varies slightly from country to country.
In fact, although:
- Opinion 4/2012 on Cookie Consent Exemption states first party analytics cookies are not likely to create a privacy risk when they are strictly limited to first party aggregated statistical purposes, and calls for an exemption.
- Opinion 03/2016 on the evaluation and review of the ePrivacy Directive expands on previous opinions, stating anonymization of data is a valid way to avoid the need for consent; calling for a clear legal definition of the purposes of data processing which do not require consent.
- ePrivacy Regulation draft marks first-party analytics cookies as exempt from the requirement of consent.
They are all not legally binding, as the final ruling in this context is up to the local Data Protection Authority.
Two properties mainly address ePrivacy concerns:
| Property | Required | Description | Used by |
|---|---|---|---|
analytics_storage | ✅ | Consent for storing analytics cookies | Frontend Sources |
ad_storage | ❌ | Consent for storing advertising cookies | OneView uses Virtual Cookies |
Personal Data - GDPR
Two properties mainly address GDPR concerns:
| Property | Required | Description | Used by |
|---|---|---|---|
ad_user_data | Optional | Consent for for sending user data to improve campaign performance | Enhanced Matching |
ad_personalization | Optional | Consent for remarketing activities | - |
Before setting ad_user_data to granted to use Enhanced Targeting, you need to ensure that you have the right to share your users’ data with Media Partners for the purpose of improving advertising effectiveness.
Based on the data received from OneView, Media Partners will be able to re-identify your Data Subjects across to improve campaign performance on their platform.
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