One of the largest commercial broadcasters achievedglobal cookie compliancewith Cassie
Our client is a free-to-air television network with channels in Europe and other parts of the world.
Its content includes programming from all genres, including drama, comedy, news and current affairs, sport, film and entertainment.
The network broadcasts live TV shows throughout the day and pre-recorded shows in the evening. It has a range of live channels, on-demand and subscription services.
Media provider’s requirements:
Holistic consent solution spanning all channels
Global cookie compliance
Global regulatory compliance
Ability to implement cookie widgets across multiple sites and services
Complete integration with CRM and marketing apps
Over 10m monthly active users
General Data Protection Regulation (GDPR)
Privacy and Electronic Communications Regulations (PECR)
Consent and Preference Management Platform (CMP)
Cookie Management Solution
The commercial broadcaster compliance challenge
The Privacy and Electronic Communications Regulations 2003 (PECRs) required our client to ensure that end users of its services are given the means to consent to technologies which store or gain access to information stored on end-user equipment or devices. This includes cookies, Local Shared Objects and various tracking technologies.
Our client needed a privacy consent solution that worked across all their sites. The solution needed to be easy to implement and flexible in terms of branding because they regularly build new sites and services.
Our media broadcasters’ first cookie problem
GDPR states that businesses must gain pre-consent to load certain types of cookies.
Therefore our client needed a cookie consent banner where consumers have to accept cookies before they are loaded.
This reduces our client’s ability to place 3rd party cookies, thus making their online ads less effective and decreasing their revenue.
How Cassie’s highly configurable Cookie Management solution supported
Privacy is at the heart of everything we do.
When companies provide us with their personal data, including preferences, we only process the information that is necessary for the purpose for which it has been collected.
Ability to make changes across entire digital estate instantly
Centralized database of consent choices
Stores visitors’ consent for analytics and ITP
Only loads cookies when users consent
Automatically manages updates to privacy notice changes
Deep cookie scanning capabilities
Our client’s second cookie problem
With Safari and Firefox enabling inbuilt privacy settings, Chrome is starting to impose short shelf life for 3rd party cookies. Our client was unable to identify returning web visitors accurately:
When a new user was created in Google Analytics, the user was recognized, and their journey started to map.
With ITP, Google Analytics cookies are deleted after seven days of inactivity.
This meant the next time the user visited the site, their customer journey would not be recognized, and a new user would be created in Google Analytics.
How Cassie’s Identity Service resolved this
Cassie’s Identity Service has been built to help businesses maintain their visitors’ consent.
Regardless of whether these cookies have been categorized as first or third-party, Cassie’s Identity Service assigns each visitor a unique identifier and creates a record of the consent provided for each cookie loaded to that user’s browser.
When that individual visits the site again, Cassie recognizes the visitor based on their unique identifier and regenerates the cookies that Firefox and Safari deleted.
Cassie’s Identity Service delivers the consent that visitors originally made. Our solution is compliant, and ethical and resolves the inaccurate data attribution data caused by ITP.
The results of solving ITP
Users repeatedly asked for their consent again and again.
Cassie remembers the consent even after 7 days.
(Safari / Firefox)
GA will report incorrect attribution as the tracking cookie is deleted after 1-7 days and returning visitors are classed as new.
Returning visitors are correctly realigned to their GA ID so reporting is correct.
A successful CMP implementation
Part of Cassie’s implementation process is to educate the client and show them that by choosing our CMP, you’re not just solving today’s problem but anticipating tomorrow’s problems.
Our client can now:
Meet the evolving global compliance requirements
Compliantly manage cookie consent across all web, TV and mobile applications
Seamlessly scan over 10m web pages
Process over 15,000 requests per second
Query all consent data centrally in real time
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