Offering greater choice
For the past two decades, society has benefitted from a free and open internet. People have had access to information that helps enrich their lives and businesses could grow and reach new audiences. And it's all been funded through advertising – thank you.
But today, advertisers are facing new challenges. You're getting less and less choice about where you spend your money and how you reach your audiences. It's also getting harder to know who you are actually reaching with your adverts – or whether you're even reaching them at all.
By restoring the web to a level playing field where all companies can operate freely and compete fairly, Preference.Express is giving you greater choice about how you spend your money whilst ensuring you get what you pay for.
Benefits to advertisers:
Operating under the Model Terms, Preference.Express data transactions can only take place with a time stamp and cryptographic signature from all participants. This, and each participant's data processing policy, is visible to every company involved in serving an advert. You'll also know what a vendor or supplier many steps removed from you is doing because they must also comply with the Model Terms.
The verifiable audit trail in conjunction with the Model Terms also makes it much easier for you and everyone in the ecosystem to verify legitimate actors and detect bad ones. Bilateral contracts incentivise peers to report bad actors to avoid being liable for data breaches themselves. This makes the economic disincentives for fraud so severe that no-one would risk it.
Preference.Express doesn't require signed-in identifiers to operate. Instead, data contains a random browser identifier and a user preference for personalised or standard marketing. Their preferences are then remembered across participating websites. This stable identifier allows you to attribute proper value to exposures across multiple publishers and interactions.
Preference.Express works on all web browsers. At a time when diverging browser technologies are making it more complicated for advertisers and publishers to work across browsers, being built upon open source SWAN technology allows Preference.Express to have interoperable data.
Visit Bloombread. Notice the simple CMP that you've been presented with? Go on, fill out your marketing preferences. That was quick to do, wasn't it?
Let's visit Crumbtree which is another website using Preference.Express. See how the SWAN logo appeared at the bottom left corner and then disappeared? No repetitive consent prompt. Now tap the SWAN logo to bring up the settings. You can see your Random ID for the browser and the option to reset everything and start again.