Oath and GDPR: resources for our advertisers and publishers

April 16, 2018

The General Data Protection Regulation (GDPR) takes effect May 25, 2018, and is designed to give consumers in the European Union more control and transparency over their personal data. Oath is committed to ensuring our advertisers and publishers are set up for success throughout the GDPR transition. Read on for all you need to know about what Oath is doing to honor GDPR compliance and what we're asking of our partners.


Like publishers, advertisers will need to capture unambiguous and transparent consent from their EU customers in order to set cookies for tracking, measurement, and/or attribution. As part of Oath's commitment to compliance, we want to help our advertising partners ensure that their campaigns are not affected when GDPR takes effect, that your contracts are updated, and that you have a solution in place for obtaining consent on behalf of your third-party partners, such as Oath.

Oath has been a leader in working with the Interactive Advertising Bureau (IAB) to define new industry guidelines for encrypting consumer data in advertising, including tracking and data onboarding, resulting in the Advertising Industry's GDPR Transparency & Consent Framework, and recommends advertising partners with any EU site traffic apply this framework to their own solutions.

Helpful resources for advertisers:

As part of Oath's commitment to compliance, there are some important changes to our approach to privacy and data protection of which we want our publisher partners to be aware.

The GDPR doesn't just affect publishers who operate within EU, but any publisher globally that processes personal data of EU residents. One of the largest impacts to a publisher's business regards how user data can be managed and leveraged for advertising purposes.

Oath has developed numerous platform enhancements and policy updates to help publishers maximize the value of their audiences and user data while maintaining 100% compliance with the GDPR.

Helpful resources for publishers:

Please continue to check back as this page will be updated as we release new information on products and features to support you during this transition.



Oath has updated our Privacy Policy and our Terms of Service.