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<ul><li><keyword id="12158312" type="General" weightage="80" keywordseo="consent-orchestration" source="Orion">Consent Orchestration</keyword> is designed to solve a problem that plagues every marketer. </li><li>The new functionality on Zeotap’s customer data platform allows marketers to unify, configure and automate consent and marketing preferences at scale.</li></ul>Zeotap, has launched Consent Orchestration to make it easy for marketers to activate data at scale within increasingly complex data privacy constraints. It unifies, configures and automates an individual’s consent and marketing preferences across the customer journey, from data collection through to channel activation, ensuring compliance with regulations such as GDPR and CCPA. Consent Orchestration is designed to solve a problem that plagues every marketer. As per regulations such as GDPR and CCPA, businesses are obliged to ensure that their use of customer data is compliant. However, this is inherently difficult - consent for an individual customer can be captured in multiple touchpoints, and then can differ for different activation channels and messages. The challenge for the marketer is to unify these consent choices and to act on them at speed and scale, without the need for constant vetting from a Data Protection Officer (DPO) that slows down activity. These challenges have become an increasing concern as the number of fines for GDPR violations has surged by 113% in the last year, most notably with Amazon’s record July 2021 fine of €746 million. As the deprecation of third-party cookies pushes marketers to rely further on first-party data, the pressure to have compliance under control is set to increase further. “As one of the few Customer Data Platforms made in - and for - Europe, we know just how much marketers here can be paralysed by the challenges that data privacy regulations create, and that’s the problem we set out to solve,” said <keyword id="4127388" type="General" weightage="20" keywordseo="projjol-banerjea" source="Orion">Projjol Banerjea</keyword>, Co-Founder and Chief Product Officer of Zeotap. “In doing so, we’re hoping to deliver a balance on three priorities that have previously competed with each other: scalable results for the marketer, enhanced experiences for their customer, and fewer headaches for their DPO.” Zeotap's Consent Orchestration module integrates with the IAB Transparency and Consent Framework (TCF) v2.0 for granular and bespoke consent and marketing rule configuration. This ensures complete regulatory compliance, over and above GDPR standards - currently the world's strictest data protection regulation. Projjol also added, “Once India’s Personal Data Protection (PDP) bill (inspired by GDPR) is passed, the Consent Orchestration will have the functionality to allow marketers in India to accurately reflect their customer's consent and marketing preferences in marketing channels, as defined and collected by their consent management solution (for example, a Consent Management Platform - CMP).” Consent Orchestration is designed to make it easy for marketers (and their DPOs) to control data privacy compliance throughout the customer journey. It does so in three key steps: Unification: integrates consented data from fragmented sources into a single customer profile that delivers a single consent taxonomy Configuration: maps a customer’s consent and marketing preferences to the marketers’ communication channels Automation: reflects the customer’s consent and marketing preferences across marketing campaigns, ensuring GDPR and CCPA compliance on a granular level (e.g. reflection of consented purposes) Consent Orchestration continues the consent journey that’s often begun using a Consent Management Platform (CMP). Where CMPs enable the collection and mastering of customer consent and marketing preferences data, Consent Orchestration integrates with the CMP and then enables this data to be automatically reflected in all omnichannel marketing campaigns. This end-to-end orchestration of the consent journey is governed by settings that only need to be reviewed once by a DPO in order to create a system of universal guardrails. This allows the marketer to activate at scale and speed, safe in the knowledge that consent will be reflected in all campaigns without needing constant DPO oversight. The launch comes just two weeks after the news that Zeotap secured an $11 million extension to its Series C funding round, adding up to total funding of $90m. The company has also recently been named a Leader in G2’s Fall 2021 Grid Report for Customer Data Platform Software, with Chief Product Officer and Founder Projjol Banerjea recently awarded ‘Tech Pioneer of the Year’ at the Campaign Tech Awards. Earlier this year, Zeotap announced the launch of Predictive Audiences, which enables CIP users to create and activate machine-learned segments without needing data science expertise.

Zeotap launches Consent Orchestration to help simplify data compliance for marketers

Hello and welcome back to <keyword id="12009106" type="UNKNOWN" weightage="60" keywordseo="insider-advertising" source="Orion">Insider Advertising</keyword>, your weekly look at the biggest stories and trends affecting Madison Avenue and beyond. I'm Lara O'Reilly, Insider's media and <keyword id="11894120" type="UNKNOWN" weightage="100" keywordseo="advertising" source="Orion">advertising</keyword> editor. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">If this was forwarded to you, sign up here</a>.Email marketers have been <a href="https://digiday.com/marketing/will-apple-convince-marketers-to-be-google-2-0-for-ad-dollars/">nervously awaiting</a> Apple's latest software update, iOS 15, which comes with yet more <a href="https://markets.businessinsider.com/news/stocks/apples-newest-privacy-changes-mean-more-rework-for-the-ad-industry-10319501">privacy features set to further discombobulate advertisers</a>. Those include a new feature called Mail Privacy Protection, which prevents senders of emails from using tracking pixels, which will make it tricky to monitor open rates. The official countdown is now on: Apple said this week that iOS 15 would begin rolling out Monday. On to this week's big advertising news:<ul><li><a href="https://www.businessinsider.com/the-adtech-firms-leading-the-charge-in-how-advertising-data-is-used-2021-7?r=US&amp;IR=TIR=T">TransUnion to acquire Neustar for $3.1 billion</a></li><li><a href="https://www.businessinsider.com/incoming-yahoo-ceo-jim-lanzone-first-memo-to-staff-2021-9?r=US&amp;IR=TIR=T">Tinder CEO Jim Lanzone is the new boss at Yahoo</a></li><li><a href="https://www.businessinsider.com/ea-cmo-discusses-social-platform-gaming-image-issues-2021-9?r=US&amp;IR=TIR=T">EA's CMO wants to broaden gaming's appeal</a></li></ul><h3>What's Neu Pussycat</h3>The thematic narrative of the digital advertising industry at the moment is one that's shifting away from the individual targeting of users amid the death of cookies and stricter online-privacy regulation.So on the face of it, the credit bureau <a href="https://www.businessinsider.com/the-adtech-firms-leading-the-charge-in-how-advertising-data-is-used-2021-7?r=US&amp;IR=TIR=T">TransUnion's $3.1 billion deal to acquire the data company Neustar</a> goes against the grain.Matt Spiegel, the executive vice president of marketing solutions and head of <keyword id="12107777" type="UNKNOWN" weightage="60" keywordseo="transunion" source="Orion">TransUnion</keyword>'s media vertical, told me the deal would bolster the company's ability to create identity profiles, help marketers understand their customers, and enable "precision targeting and tools that make that possible on a real-time, on-the-fly basis." It's an evolution of how TransUnion has long worked with financial-services companies with targeted marketing acquisition campaigns - using credit-score <keyword id="11896265" type="UNKNOWN" weightage="60" keywordseo="data" source="Orion">data</keyword>, for example, to help credit-card companies send direct mail to qualified consumers. <keyword id="12107778" type="UNKNOWN" weightage="60" keywordseo="neustar" source="Orion">Neustar</keyword> <a href="https://www.home.neustar/resources/faqs/adadvisor-faqs">says</a> it gets 2 billion records a month from offline sources like market-research data, loyalty cards, and panels to verify US household data. (Spiegel said that TransUnion didn't use highly regulated credit data in its marketing solutions but that this experience had helped the company keep sensitive data "extremely secure.")Why should advertisers take notice of this particular acquisition? Matt Barash, the senior vice president of business development at the customer-data platform company Zeotap, told me the Neustar deal ascended TransUnion to pole position in the so-called identity space."Over the past two years they've demonstrated an ability to <a href="https://digiday.com/marketing/plays-advantage-third-party-cookie-crumbles-transunion-pitches-data-capabilities/">execute on a rollup</a> and now might have the most interesting market position in identity," Barash said of TransUnion. "In a crowded category in the US, they are now leading the conversation."<ul><li>Read more: <a href="https://www.businessinsider.com/the-adtech-firms-leading-the-charge-in-how-advertising-data-is-used-2021-7?r=US&amp;IR=TIR=T">Data giant TransUnion is acquiring marketing firm Neustar for $3 billion. Here are 9 adtech companies transforming how advertisers can zap ads at people and measure whether they work.</a></li></ul><h3>Getting in the (Lan)zone</h3><div type="image" title="Yahoo CEO jim lanzone at Sun Valley wearing sunglasses" height="1346" width="2019" msid="86258719" hostid="261"></div>Back in the winter of 2011, Yahoo was in a slump. <a href="https://www.businessinsider.com/carol-bartz-is-out-at-yahoo-2011-9?r=US&amp;IR=TIR=T">CEO Carol Bartz had just been ousted</a>, and speculation was bubbling about who might jump into the hot seat.Perhaps a media executive like <keyword id="12107780" type="UNKNOWN" weightage="60" keywordseo="jim-lanzone" source="Orion">Jim Lanzone</keyword>, then the president of CBS Interactive?I recently came across this <a href="https://www.youtube.com/watch?v=IyYam2qTSsM">fun 10-year-old interview with Lanzone</a>, who appeared as a guest on Jason Calacanis' <a href="https://www.youtube.com/watch?v=IyYam2qTSsM">"This Week in Startups" podcast</a>. "I know that they offered you the job, for a fact," Calacanis teased.Lanzone may not have been the right person for the position then, but 10 years is a long time in media. Yahoo's new owner <a href="https://www.businessinsider.com/incoming-yahoo-ceo-jim-lanzone-first-memo-to-staff-2021-9?r=US&amp;IR=TIR=T">Apollo Global Management on Friday said it had appointed Lanzone as the new CEO</a> of the storied web brand.<a href="https://www.youtube.com/watch?v=IyYam2qTSsM">Asked by Calacanis a decade ago</a> about how he'd run Yahoo were he in charge, Lanzone responded: "The first thing is, I think, acceptance of what they actually are.""They're a freaking portal!" Lanzone said.He went on to explain that while the word "portal" had become maligned, it's the reason people loved the highly trafficked site - and not necessarily the kind of premium content packages it was pitching to the market at the time.We'll see whether Lanzone still holds that view when he officially starts in the new role on September 27.<ul><li><a href="https://www.businessinsider.com/incoming-yahoo-ceo-jim-lanzone-first-memo-to-staff-2021-9?r=US&amp;IR=TIR=T">Read the memo Lanzone sent to Yahoo staffers last week to introduce himself</a></li></ul>In the meantime... Yahoos are anticipating further management changes. Sources familiar with the matter told Insider that Matt Sanchez, a top product executive across Hearst's magazines and the president of CDS Global, a division of Hearst, had recently left the company to join Yahoo in a senior position, though the exact role couldn't be determined. A Yahoo representative declined to comment; Sanchez couldn't be reached for comment.<h3>CMO corner</h3><div type="image" title="David Tinson" height="801" width="1200" msid="86258722" hostid="261"></div>In this corner of the newsletter, we're highlighting Insider's latest exclusive CMO interviews.This week, <a href="https://www.businessinsider.com/author/tanya-dua?r=US&amp;IR=TIR=T">Insider's senior reporter Tanya Dua</a> caught up with David Tinson, the gaming giant EA's marketing chief. He discussed EA's new creator program, why it's pitching itself as a social platform, and how the company is addressing issues around how the gaming industry as a whole treats women. <a href="https://www.businessinsider.com/ea-cmo-discusses-social-platform-gaming-image-issues-2021-9?r=US&amp;IR=TIR=T">Here is the full interview</a>.Gaming has changed a lot in the 20 years you've been at EA. How is the EA of 2021 different from when you started in 2003?When I started, our audience was probably a couple of hundred million people. Today, it's 3-billion-plus people - approaching half the world's population. We now find ourselves the center of sports, technology, entertainment, and lifestyle, talking to men and women, boys and girls, and people in all corners of the world.To your point, gaming has become increasingly mainstream. How's that forcing you to change your marketing strategy?It influences the type of content we create, the messages we're trying to deliver, and ultimately, the experiences we're trying to build. Marketing today is building an end-to-end experience, as opposed to just making a game and creating trailers to market the game. It's about playing, viewing, creating, and sharing.<a href="https://www.businessinsider.com/ea-cmo-discusses-social-platform-gaming-image-issues-2021-9?r=US&amp;IR=TIR=T">Read the full interview with EA's David Tinson</a>.<h3>We're in the money</h3>Some of the biggest nonexecutive salaries Facebook offers are within its marketing department.Insider took a look at thousands of work-visa applications Facebook filed with the US government over the past year. The disclosures don't include stock grants and aren't necessarily a complete picture of the marketing salaries Facebook offers but nevertheless give a solid insight into the social network's pay scale.<div type="image" title="Bar chart of how much Facebook pays marketing staffers with agency directors in Latin America making the most and product marketing managers making the least" height="928" width="1240" msid="86258725" hostid="261"></div><h3>Recommended reading</h3>We're seeking nominations for the rising stars of Madison Avenue in 2021; <a href="https://www.businessinsider.com/nominate-agency-talent-for-the-rising-stars-of-madison-avenue-2021-9?r=US&amp;IR=TIR=T">submit your entries</a> by 5 p.m. ET on September 24.Robinhood's marketing chief, Christina Smedley, is leaving the company after a year - <a href="https://www.businessinsider.com/robinhood-chief-marketing-officer-leaving-after-a-year-2021-9?r=US&amp;IR=TIR=T">Insider</a>The Wall Street Journal this week unveiled its "Facebook Files" investigative series that shines a light on flaws at the social network, based on explosive internal documents. The latest dispatch looks at how a 2018 News Feed change meant to boost "meaningful social interactions" - and engagement - instead made the platform "an angrier place." - <a href="https://www.wsj.com/articles/the-facebook-files-11631713039">The Wall Street Journal</a> Reddit is on pace to double its ad revenue this year to more than $350 million, according to a report citing people familiar with the matter - <a href="https://www.theinformation.com/articles/reddits-ad-revenue-expected-to-double-to-at-least-350-million-this-year">The Information</a>The mobile analytics company App Annie has agreed to pay $10 million to settle a securities-fraud investigation - <a href="https://www.theverge.com/2021/9/15/22675264/app-annie-settlement-fraud-investigation-sec-data-apps-alternative">The Verge</a>Here's how much ads cost on 10 of the biggest streaming TV companies, including HBO Max and Roku - <a href="https://www.businessinsider.com/cost-of-ads-hbo-max-hulu-and-roku-streaming-services-2021-9?r=US&amp;IR=TIR=T">Insider</a>Won't anyone spare a thought for the targeted ads?! The Association of National Advertisers said in a blog post this week that targeted advertising had been "inaccurately maligned" - <a href="https://www.mediapost.com/publications/article/366874/ad-industry-defends-inaccurately-maligned-target.html">MediaPost</a>See you next week - Lara

TransUnion's $3.1 billion deal to acquire Neustar could be 2021's most intriguing ad-industry acquisition

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Zeotap launches Consent Orchestration to help simplify data compliance for marketers

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TransUnion's $3.1 billion deal to acquire Neustar could be 2021's most intriguing ad-industry acquisition

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Zeotap launches Consent Orchestration to help simplify data compliance for marketers

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TransUnion's $3.1 billion deal to acquire Neustar could be 2021's most intriguing ad-industry acquisition

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