Tim Geenen, General Manager of Faktor at LiveRamp, talks to your host Vahe Arabian of State of Digital Publishing about the state of privacy and consent management. Faktor, bought by LiveRamp, is a consent management platform that provides valuable benefits for all 3-party trackers and GDPR for publishers and brands. Tim Geenen also talks about ways publishers are using GDPR to monetize their audience and what is involved in implementing it. 


Episode Highlights: 

  • Tim Geenen provides background information about himself and the acquisition of Faktor. 
  • Is privacy a niche area in the publishing space? 
  • Tim talks about the impact of privacy transparency on publishers. 
  • How much of this is a barrier for smaller publishers?
  • What are some of the new policies and protocols around data collection and privacy? 
  • What are Tim’s thoughts on content being free? 
  • What are the fundamental things that clients have to have in place before moving forward? 
  • How does the technical implementation work and how long does the setup take?   
  • How does Faktor deal with clients with unknown tags?   
  • What happens when people use WordPress plugins to use Faktor services? 
  • Are there any examples or case studies of publishers that are using GDPR in a smart way to monetize their audience?
  • Are there any ramifications of clickbait for the publisher? 
  • Is there any way to create funnels to see how the user journey goes?  
  • Test anything you are going to deploy to your customers. 
  • What are the future plans for Faktor? 
  • What are Tim Geenen’s personal professional ambitions and advice?    


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3 Key Points:

  1.   The average number of vendors that clients choose is between 40-60. 
  2.   When clients are using WordPress, Faktor typically rewrites code. 
  3.   A lot of the consent-related issues are still around cookies. Cookies aren’t very persistent or stable.  


Tweetable Quotes:

  • “Consent and permission tie in very closely to identity.” – Tim Geenen
  • “Eventually, you are looking at choice. So, you need to offer a choice to your users and to consumers. There is going to be some sort of gateway before you access content or products.” – Tim Geenen
  • “You are either going to pay, with money, or you’re going to pay with your data and accept advertising. I think ultimately those are the two choices, and then you end up in this value exchange.” – Tim Geenen


Referenced links:

  • Advisory Support
  • Insights & Data
  • Content Cluster Strategy Toolkit

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