HUAWEI Ads Joins IAB Europe's CMP List, Helping Developers Internationalize Their Digital Marketing
HUAWEI Ads became a listed Consent Management Platform (CMP ID: 386) approved by IAB Europe in March 2022, after it was registered as a global vendor (vendor ID: 856) with the IAB Europe's Transparency and Consent Framework (TCF) v2.0 in 2020, which recognized its active engagement in standardization for the programmatic advertising ecosystem. With this CMP function approval, it makes Huawei Ads becomes the first advertising platform from China that is capable of providing CMP services in markets outside China.
By streamlining international standards, especially the General Data Protection Regulation (GDPR), HUAWEI Ads enhances the compliance of its advertising services, boosts operating efficiency, and promotes healthy development of the advertising industry. Now Huawei has integrated this CMP into its own advertising media (that is, Huawei apps) and will gradually open it up to its partners.
The programmatic advertising ecosystem comprises multiple parties, including publishers, ad platforms, third-party data platforms, and users. To develop industry standards and guarantee the transparency of data use during programmatic advertising, IAB Europe has launched the Transparency and Consent Framework. This framework is designed to simplify the consent management process, strengthen standard-centric industry collaboration, regulate data use permissions, and help all parties better comply with the EU's ePrivacy Directive and GDPR. Companies must ensure that their businesses comply with privacy and security requirements and pass IAB compliance checks before they become a registered TCF vendor.
Joining the framework is an important step for HUAWEI Ads to integrate into the European advertising ecosystem, which also benefits many parties. Firstly, advertisers are empowered to make personalized recommendations through Huawei own media such as Browser, Assistant•TODAY instead of general advertising. Secondly, publishers have the possibility of obtaining higher monetization benefits under the premise of compliance. All the while and most importantly, consumers’ privacy is well protected.
As an authoritative and influential technical organization in Europe's advertising field, IAB Europe has attracted many members, including top companies such as Google and GroupM. HUAWEI Ads, a newly listed CMP in the IAB Europe's TCF, will certainly drive the programmatic advertising ecosystem towards a more open and compliant future.
Since January 2020, HUAWEI Ads has successfully expanded its business globally, offering services to developers from more than 170 countries and regions, helping them monetize and achieve rapid growth. As of December 31, 2021, the number of monthly active Huawei device users around the globe has exceeded 730 million and HUAWEI Ads has been integrated into over 36,000 third-party apps worldwide.
As more and more developers around the world seek greater means of monetization, this poses more challenges in terms of both product/service quality and traffic specific to each developer's characteristics. Many developers strive to expand their business internationally through digital marketing. To help developers achieve this, HUAWEI Ads will, after becoming a registered TCF CMP of IAB Europe, be able to help developers enter new global markets faster and more easily, reduce language and cultural barriers, and precisely match advertiser requirements. HUAWEI Ads aims to become a top platform for helping developers internationalize their digital marketing.