DigiTrust Privacy Overview

DigiTrust does not track or store any online behavioral data, nor does it deliver digital advertising or content – targeted or otherwise. DigiTrust is a software-as-a-service (SaaS) non-profit industry consortium, providing its members with a standardized ID along with consumers’ privacy choices via a JavaScript-based API service. DigiTrust hopes to advance consumer privacy, transparency and choice through the following means:

  • Centralization of Consumer Privacy Preferences – By centralizing the creation and distribution of standardized IDs for each consumer, DigiTrust intends to enable better options for transparency and control, offering consumers the ability to opt-out of all DigiTrust members’ use of the DIgiTrust ID.
  • Reinforces Existing Global Self-Regulatory Programs – All members must agree to abide by the relevant principles and codes promulgated by their regional self-regulatory programs, such as DAA, NAI and EDAA.
  • Consumer Notice and Choice – DigiTrust intends to work with its members to expand consumer notice through publisher disclosures and through proper disclosures in privacy policies.
  • Respecting Existing Browser Controls – DigiTrust IDs will be deleted by consumers who clear their cookies and cache within their browser.

DigiTrust Privacy FAQ

  1. What problem does DigiTrust seek to solve? Every company that uses cookies today assigns its own proprietary ID for each Internet-connected device, to which it associates data. This means that each consumer has thousands of IDs and data spread in fragmented form across thousands of servers on the Internet. Not only does this make centralized consumer privacy preferences harder to achieve, but the requirement for companies to “synchronize” or “synch” these IDs and cookies with each other (in order to offer personalized website experiences) has caused an exponential growth in third party pixels placed on publisher pages. This is problematic for all parties – it’s costly for third parties, and causes anxiety for consumers and publishers alike.
  2. What other problems does “ID synching” cause? Companies in the advertising and technology space spend significant effort handling and maintaining these ID syncs – efforts that could be used to create new products and efficiencies. In addition, the time, expense and effort needed to constantly synchronize this data can stifle innovation, and make it difficult for small companies to compete.
  3. What is DigiTrust’s Solution? We are implementing a single, centralized ID and user preferences, honored and propagated by our member companies. This will eliminate the need to synch IDs with other members, which will result in a significant decrease in third party pixels on the Internet and enhanced privacy controls, while also enabling improved website experiences.
  4. How does the DigiTrust ID work? The DigiTrust ID is created by DigiTrust and attached to consumers’ browsers via ca conventional first party cookie.
  5. Does DigiTrust maintain consumer data? The DigiTrust ID does not maintain consumer data, except to create or identify the DigiTrust ID itself and to set and recognize the privacy preferences set by consumers. DigiTrust deletes all clickstream data (server logs) associated to specific IDs, immediately after aggregating for internal reporting purposes.
  6. How does the DigiTrust ID respect and respond to browser privacy settings? When cookies are cleared (as can be accomplished easily on most current browsers), the DigiTrust ID is erased.
  7. What opt-out choices are available to consumers? Consumers may opt out of the DigiTrust ID here. Additionally, consumers may use ubiquitously available opt-out measures and industry-hosted websites — at which point those companies, if members of DigiTrust, are required to convey the opt-out to DigiTrust.
  8. How transparent will this be to consumers? DigiTrust sets its cookie-based identifier in partnership with online publishers, who are required to provide full consumer transparency via both a “window shade” notice and their privacy policies.
  9. Can anyone join DigiTrust? What must members agree to do? DigiTrust is initially targeting all premium online publishers and their licensed platforms (DSPs, SSPs, exchanges, ad networks, etc.) for membership, for the purposes of reducing third party pixels across the Internet while simultaneously improving consumer privacy. DigiTrust members that license the DigiTrust ID must adhere to DigiTrust privacy policies, in particular a requirement that they abide by regional self-regulatory programs and policies such as the DAA and NAI codes, within the US.
  10. How does DigiTrust benefit consumers? We believe that DigiTrust benefits consumers in two ways. First, by providing industry third parties with standardized IDs, they no longer need to map all their proprietary IDs to each other. That will significantly reduce the number of third party requests on Web pages, which will make pages load faster for consumers and reduce privacy concerns. Second, by centralizing consumer preferences and coupling them to an ID that industry members agree to both honor and propagate, consumers’ preferences will be more broadly and consistently respected.
  11. How does DigiTrust benefit publishers? By providing industry third parties with standardized IDs, these third parties no longer need to map their proprietary IDs to each other as a condition of working with and benefiting the publisher. That will significantly reduce the number of third party pixels on publishers’ pages, improving the experiences for publishers’ audiences and easing their concern for “data leakage.”
  12. How does DigiTrust benefit industry third parties? Industry third parties are often required to share information with each other in order to fulfill the rich, personalized Internet experience consumers expect and publishers require. The use of proprietary IDs, to which they associate that information, has required them to “synch” those IDs with each other using third party cookies/pixels, which has led to an exponential increase in the third party pixels and related infrastructure costs. With cookies becoming increasingly unstable, the economics of this approach continues to diminish, pressured further by calls for better consumer privacy models. A standardized DigiTrust ID eliminates the need for costly ID synching and improves third parties’ economics, while at the same time providing an expanded privacy model.