How PrivacyChain could solve one of consent management’s biggest problems

The new privacy blockchain proposal — announced last week by the Interactive Advertising Bureau’s Tech Lab in conjunction with identity resolution provider LiveRamp — could solve one of the biggest problems of consent management.

When a user allows a publisher to use her info for marketing or ads, the consent info is passed via a TCF-suitable consent management platform to vendors who have been approved by the publisher, such as ad exchanges, data management platforms, tag management platforms and so on. But those vendors could share the info with other vendors, or there might be vendors on the web site who got hold of the info without the publisher’s knowledge.

Full article: How the IAB Tech Lab’s new PrivacyChain could solve one of consent management’s biggest problems – MarTech Today