Data privacy is becoming an increasingly important concern for consumers and regulators, and it’s not hard to see why.
While the rise of digital marketing has opened up extraordinary possibilities for advertisers, it has sometimes come at the expense of consumer privacy. Indeed, whereas traditional TV and print measurement required opt-in panelists to share their information with research firms, it is not uncommon for online publishers to collect data without clear knowledge and consent from the consumer.
At TVision, we’re serious about delivering powerful TV viewing data to our customers and protecting the privacy of the people we rely on for that data. That’s why we’ve invested in a thoughtful, comprehensive data management process that combines the granular, second-by-second video measurement insights of digital with the opt-in protections of traditional TV measurement.
Here’s a little bit about how we do things, and why it matters.
Privacy is baked into our DNA.
Over the past several years, governments around the world have started taking action in response to the extraordinary volume of opaque data collection that happens online.
For those of us in the digital marketing ecosystem, it’s important to remember that laws like the European Union’s General Data Protection Regulation and the California Privacy Protection Act are only the beginning. As people continue demanding transparency and protection, governments will continue to respond with new restrictions on how we collect and share information.
Rather than investing time and money to adapt to each new regulation, it’s incumbent on us to develop comprehensive privacy frameworks that are built for the long haul. That’s why we’ve worked so hard to ensure that every part of our process is built on transparency, trust and privacy protection. For us, privacy isn’t an afterthought — it’s a core part of our DNA.
It starts with our 100% opt-in viewer panel. The process of joining the TVision panel requires signing a formal agreement with TVision, in which we disclose what we collect and how we use the data. Rather than dense legalese, these contracts are written in plain, straightforward English that allows everyone to understand how we collect data, what steps we take to secure data, and how long data is retained.
This process is backed up by a privacy compliance team that reviews new products and applications for privacy impact, and ensures policies are followed throughout the company.
Beyond collection: How TVision safeguards personally identifiable information.
Our commitment to privacy extends far beyond the way we collect data.
Once we have collected data, it is maintained in separate systems from any personal information we have about our panelists, preventing the viewing data from being combined with any personal information.
We further protect this information by limiting data access to the employees who absolutely need access, and by regularly reviewing and revising this list of people. Our privacy team also holds yearly reviews of our privacy policies, empowering us to continuously improve our protections and keep everything running smoothly.
Privacy and performance at TVision.
In the years to come, privacy will only become more essential for those of us whose businesses rely on consumer data. At a time of heightened expectations from the public, companies without a forward-thinking, unified privacy framework will not survive.
At TVision, our opt-in approach to data collection is the backbone of our best-in-class, second-by-second TV measurement solution. We’re proud to treat the personal information of our panelists with the care it deserves.