Becausal, a leader in Causal AI-based data solutions for CPG brands and agencies, has adopted the IAB Diligence Platform, powered by SafeGuard Privacy, to strengthen its commitment to privacy and transparency. This move aligns Becausal’s operations with the EU’s AI Act and Digital Services Act (DSA), ensuring compliance with stringent ad transparency requirements while empowering consumers with control over their data.
Becausal adopts IAB Diligence Platform for privacy compliance.
Aligns with EU AI Act and Digital Services Act for ad transparency.
Auditable AI™ platform offers explainability and user control.
Streamlines vendor assessments with automated compliance workflows.
Addresses 19 U.S. state privacy laws and global regulations.
Enhances consumer trust through transparent data practices.
The IAB Diligence Platform, launched in 2024, is a leading solution for digital advertising privacy compliance, used by hundreds of companies. It offers standardized, scalable tools for assessing compliance practices and managing third-party vendors. “By adopting this solution, Becausal reinforces its dedication to consumer privacy, regulatory compliance, and ethical data practices,” said Michael Hahn, Executive Vice President and General Counsel, IAB. With 19 U.S. state privacy laws in effect, the platform’s automated workflows and industry-specific assessments ensure Becausal meets evolving regulatory demands efficiently.
Becausal’s platform complies with the EU’s AI Act and DSA, addressing Article 26 of the DSA, which mandates transparency in ad targeting. The Auditable AI™ platform reveals decisioning logic, such as key features influencing ad targeting, and allows users to modify these parameters. “Compliance isn’t just about checking boxes—it’s about giving consumers true transparency and control over how their data is used,” said Chuck Ennis, chief commercial officer of Becausal. This approach ensures compliance with the DSA’s real-time ad transparency requirements and the AI Act’s rules for trustworthy AI.
The IAB Diligence Platform’s key benefits include tailored privacy assessments, scalability, and continuous updates to align with laws like the Protecting Americans’ Data from Foreign Adversaries Act and the Multi-State Privacy Agreement. “In today’s digital advertising ecosystem, transparency and accountability are more critical than ever,” said Richy Glassberg, Co-Founder and CEO of SafeGuard Privacy. Becausal’s adoption of this platform strengthens consumer trust by ensuring responsible data stewardship and clear visibility into ad targeting processes.
Becausal’s integration of the IAB Diligence Platform positions it as a leader in ethical data practices. By aligning with global privacy standards and empowering users with control, Becausal sets a new benchmark for transparency in digital advertising, fostering trust and compliance in a complex regulatory landscape.
Becausal provides privacy-first, transparent audience intelligence solutions powered by advanced Causal AI. Built on the principles of data and model transparency, verified data provenance and auditable measurement, Becausal enables brands, retailers, agencies and platforms to move beyond predictive assumptions to provable, actionable insights. Formerly Scanbuy’s established data division, Becausal delivers measurable results trusted by leading global brands, defining a new standard in ethical, accountable and high-performance advertising data.
The Interactive Advertising Bureau empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 700 leading media companies, brands, agencies, and technology firms responsible for selling, delivering, and optimizing digital ad marketing campaigns. The trade group fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions. IAB is committed to professional development and elevating the knowledge, skills, expertise, and collaboration of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, IAB is headquartered in New York City.
SafeGuard Privacy is the only privacy compliance solution purpose-built for companies that use consumer data. It's the first legal assessment and vendor management platform for top global brands, publishers, and AdTech, and we power the IAB Diligence Platform. Industry-specific, comprehensive, and fully auditable, we make it easy for buyers and sellers to accelerate growth while staying ahead of fast-changing privacy risks.
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