Advanced Television

Samba TV privacy controls for Smart TVs

February 10, 2021

Samba TV, a global player in television data and omniscreen measurement, has announced the rollout of The Smart TV Privacy Manager, featuring progressive consumer protections within Smart TVs. The integration of the Privacy Manager, featuring the globally accepted IAB Transparency and Consent Framework (TCF), is being rolled out in partnership with major global brands, publishers, and platforms to offer consumers privacy controls on Smart TVs.

The Samba TV Privacy Manager ushers in progressive privacy controls to bridge the Smart TV compliance gap by offering privacy solutions anchored in industry standards and formulated with TV manufacturers, industry governing bodies, and relevant governmental authorities. The interface is accessible within the TV’s settings menu and introduces a series of new privacy controls that allow the consumer control over their household’s personal data.

Since its inception, Samba TV has been a proponent of the right to privacy and pioneered Smart TV opt-in and data protection policies in advance of General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and the California Privacy Rights Act (CPRA). The company is extending its workflows and user-interface to provide a full-featured consent management platform (CMP) for Smart TVs and has deployed it as an open standard that other players in the ecosystem can adopt at no cost.

“Long before global regulatory frameworks were introduced, consumer privacy has been a non-negotiable requirement of Samba TV’s partnerships with TV manufacturers, advertisers, and brands,” said Samba TV CEO and Co-founder Ashwin Navin. “It has been encouraging to see that government and self-regulatory bodies around the world have caught up to the 21st century and the complexity consumers face when making decisions on technology. We will continue to make transparency and choice central to our product decisions.”

Categories: Articles, Connected TV, Policy