Privacy compliance in ad tech has mostly lived in policy documents and consent banners, bolted onto a stack after the fact. BidSafe One and Screencore are betting that model is running out of road. The privacy-focused ad tech firm and the programmatic publisher-monetisation platform have struck a partnership to build privacy readiness directly into Screencore’s technical infrastructure, covering consent signals, data flows and the integrations that connect publishers to the wider supply chain.
Why it matters: as programmatic platforms add more partners, data flows multiply faster than any policy team can review them manually, and a consent framework that only lives in a legal document does nothing to stop a misconfigured integration from passing data it shouldn’t. “Privacy in ad tech cannot sit separately from the product,” said Liz Tokareva, CEO and ad tech product expert at BidSafe One. “The decisions that matter happen inside real data flows, integrations, and programmatic workflows.” Jess Okan, CEO and co-founder of Screencore, framed the move as a scaling problem as much as a compliance one: “As our technology and partner ecosystem grow, privacy needs to scale with them. Working with a team that understands both privacy requirements and the technical reality of programmatic advertising helps us approach that responsibility practically.”
The original insight is what this partnership implies about where regulatory pressure is pushing ad tech vendors next. It is no longer enough to publish a privacy policy or run a consent management platform on top of an unexamined pipeline; buyers and publishers alike are starting to ask whether privacy protections are actually enforced at the data-flow level, the same scrutiny this publication has tracked in enforcement actions elsewhere. That pressure sits alongside a broader push for auditability across programmatic infrastructure, including the transparency demands now showing up in ad auction litigation. Vendors who can show their compliance work at the infrastructure layer, not just the policy layer, are the ones positioned to win publisher trust as scrutiny increases.
Source: ExchangeWire
