2024 February 19: Support for European Union's Digital Services Act (DSA)

Greta
Greta
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Example 1. European Union's Digital Services Act (DSA)

On February 17, 2024, the European Union's Digital Services Act (DSA) comes into force. The DSA and the Digital Markets Act (DMA) aim to boost confidence among both private consumers and business users who use online platforms. They seek to enhance trust and transparency in the products and services accessed through these platforms, improve the quality of advertising seen on them, and ensure fair competition among platforms. Beginning February 17, 2024, Adform SSP allows publishers to request that buyers display DSA Article 26 transparency information alongside ads. For clients, no actions are required.


On February 17, 2024, the European Union's Digital Services Act (DSA) comes into force. The DSA and the Digital Markets Act (DMA) aim to boost confidence among both private consumers and business users who use online platforms. They seek to enhance trust and transparency in the products and services accessed through these platforms, improve the quality of advertising seen on them, and ensure fair competition among platforms.

How Does This Affect You?

The DSA lays out transparency obligations in relation to advertising for publishers that identify themselves as Online Platforms or Marketplaces. If you are a publisher that falls into this category, you need to assess with your legal team whether you qualify under the DSA definition of Platforms (DSA Art. 3). Beginning February 17, 2024, Adform SSP allows publishers to request that buyers display DSA Article 26 transparency information alongside ads.

To comply with the DSA requirements, publishers that identify themselves as platform under DSA will need to update the Adform Prebid Adapter to pass IAB DSA Transparency information to buyers. Review the following information to learn how this is supported in Prebid. For more information, see IAB Tech Lab's technical specifications.

Adform SSP won't support other integration options utilizing the IAB DSA Transparency specification as part of the initial release in February 2024. However, we continue to work with our publisher partners to understand how best to support their DSA obligations.

Adform DSP will facilitate support for your obligations under DSA from February 17th, including rendering of the DSA transparency information using the Ad Choices icon on ads delivered by Adform.

For buy-side clients, no actions are required.

Note

DSA compliance requirements are rapidly evolving, and we continue to monitor the latest guidance closely and suggest you do the same. Based on past initiatives, for example, GDPR, and the TCF Framework, this is likely to be an iterative process.

For a high-level overview of other changes in Privacy, we’ve prepared this blog post.

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