Brands Get Enhanced Metrics to Measure Against Data Compliance

Does the world need another set of data compliance metrics for programmatic media campaigns?

Executives at Compliant, a compliance technology company, and the contextual advertising startup Peer39 are betting on it.

The two firms are partnering on a set of data compliance metrics for programmatic media campaigns meant to address the need for new standards in traditional metrics for brand safety, viewability, and performance. 

Advertisers using Peer39’s pre-bid contextual solutions will now get access to Compliant’s data compliance metric — opening the door to a more scalable solution for measuring data compliance in digital media campaigns.

“Peer 39 has been at the forefront of the digital media industry for some time, helping marketers navigate the complex landscape.  Over the last year, as regulatory enforcement has intensified in the U.S., they recognized the value of data compliance reporting and activation solutions for its clients,” says Compliant CEO Jamie Barnard. “Peer39 began testing this with a number of customers after seeing Compliant’s U.S. Publisher Report in May 2023. Over the last quarter, Peer39 has run more than 600 media campaigns leveraging Compliant’s independent scoring and ratings system. Based on these results, Peer39 now includes data compliance metrics in their marketplace offering — one of the first companies to do so.” 

The scalable solution should give advertisers, agencies, and publishers a better way to measure data compliance in digital media campaigns, and decrease the risks associated with marketing initiatives amidst changing privacy regulations. 

While Compliant and Peer39 are far from alone in their quest to simplify the way advertisers and media buyers handle reporting in digital media campaigns, the companies are taking a unique approach that’s meant to simultaneously improve compliance and reduce risk across the programmatic supply chain.

According to Barnard, the difference between Compliant’s solution and others on the market centers around depth and breadth. He says the breadth of the information Compliant has about advertiser and publisher sites worldwide is unmatched. The company is searching, scanning, and indexing privacy-related information across 30 data points in six categories of risk, measuring key factors from data leakage to the existence and efficacy of consent solutions and privacy policies.

“Data compliance is rapidly emerging as a new brand integrity metric for advertisers worldwide,” Barnard says. “The partnership between Compliant and Peer39 will accelerate this.”

When it comes to measurement, Barnard says advertisers have traditionally been forced to choose between investing in responsible media, on one hand, or financial, regulatory and reputational harm on the other. 

“Without measuring the data compliance of every publisher in a marketing campaign, media dollars are literally buying risk,” he says.

With this solution, advertisers and agencies can feel confident that they’re not “funding unscrupulous publishers.” Instead, Compliant’s set of data compliance metrics rewards publishers who’ve demonstrated trustworthiness, and ultimately improves compliance across the media supply chain.

“We’re constantly developing new ways to simplify compliance in digital media. This is a hyper-dynamic environment with new opportunity spaces emerging all the time. You can expect rapid innovation in risk measurement and, more importantly, the activation of high-impact solutions,” Barnard says. “Companies that see compliance as a sword and a shield will be the ones to beat.”