Navigating VPPA compliance and optimizing targeted advertising with Transcend

Morgan Sullivan

August 21st, 2023 · 2 min read


The challenge of VPPA compliance

In the era of data privacy, many streaming companies have found themselves in hot water for alleged violations of the Video Privacy Protection Act (VPPA). The issue at hand? Sending subscriber information to Facebook and other third-parties without user consent.

Under the VPPA, sharing subscriber data with third-party ad networks (like Facebook) for targeted advertising, counts as the "sale" or "sharing" of personal information—a practice that’s only legal if a consumer gives explicit consent. 

After struggling to resolve this issue with existing privacy management tools, many streaming platforms have opted to disable the Facebook Pixel altogether. While ensuring compliance, this move has one huge downside—in that it limits targeted advertising efforts for consenting users, leading to potential revenue loss. 

Adding fuel to the fire, legal teams for some defendants have also started to pursue legal action based on streaming services' use of Google Analytics, the TikTok pixel, and more.

With Transcend, streaming services can not only feel confident in their Video Privacy Protection Act compliance, but can continue to optimize targeted advertising for consenting users. 

Simpler VPPA compliance with Transcend

Transcend Consent offers a robust solution to this problem—automatically scanning your organization’s full tech stack for ad networks, conversion pixels, and other technologies that may be collecting or sharing personal data.

This comprehensive cataloging of your company's data flows is the first step toward achieving full compliance. 

To make compliance even simpler, Transcend Consent is designed to integrate with ad networks, as well as detect and honor opt-out signals like Global Privacy Control

Transcend Consent also allows for the collection and sharing of data for consenting users. This means that streaming companies can still leverage the Facebook Pixel for targeted advertising, leading to better user engagement and potential revenue increases.

Staying ahead of the curve 

With Transcend's proactive approach to privacy infrastructure, our Consent Management solution is always ready to accommodate new legislation and increased enforcement.

This means that streaming companies can easily implement compliant workflows, better avoid costly lawsuits, and maintain a positive brand image. 

Offering a win-win solution, Transcend helps streaming companies ensure VPPA compliance, optimize their targeted advertising efforts, and stay ahead of the curve in an ever-evolving legislative landscape.

About Transcend

Transcend is the governance layer for enterprise data—helping companies automate and future-proof their privacy compliance and implement robust AI governance across an entire tech stack.

Transcend Pathfinder gives your company the technical guardrails to adopt new AI technologies with confidence. While Transcend Data Mapping goes beyond observability to power your privacy program with smart governance suggestions.

Ensure nothing is tracked without user consent using Transcend Consent, automate data subject request workflows with Privacy Requests, and mitigate risk with smarter privacy Assessments.

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