Becausal, the leader in Causal AI-based data solutions and audience intelligence for CPG brands and agencies, announced its adoption of the IAB Diligence Platform, powered by SafeGuard Privacy. This strategic move reflects Becausal’s ongoing commitment to privacy, transparency and responsible data practices in today’s complex adtech regulatory environment.
The IAB Diligence Platform is the digital advertising industry’s leading solution for streamlining data privacy compliance and facilitating secure, standardized information sharing among digital advertising partners. It provides a standardized, scalable approach to privacy diligence, enabling businesses to efficiently assess their compliance practices and manage third-party vendors. With 19 comprehensive state privacy laws currently in effect, the digital advertising industry faces increasing regulatory scrutiny. By leveraging this platform, Becausal ensures that its data handling practices align with the latest legal requirements, fostering trust among consumers and partners alike.
In addition to aligning with U.S. regulatory frameworks, Becausal’s platform is also fully compliant with the European Union’s (EU) AI Act as well as the Digital Services Act (DSA)—one of the world’s most stringent consumer privacy laws. Article 26 of the DSA requires that users understand why they are seeing specific ads and how to modify targeting parameters. Becausal’s Auditable AI™ platform enables compliance with this requirement by revealing the exact decisioning logic—such as the key features influencing the ad’s target audience — and empowers users with the ability to change these parameters, bringing a new level of transparency, explainability, and user control to digital advertising.
“Compliance isn’t just about checking boxes—it’s about giving consumers true transparency and control over how their data is used,” said Chuck Ennis, chief commercial officer of Becausal. “Becausal’s Auditable AI™ platform ensures users not only understand how and why ads reach them, but they also have the ability to influence the process. By integrating the IAB Diligence Platform into our operations, we are proactively safeguarding consumer data while maintaining the highest standards of privacy diligence.”
Key benefits of the IAB Diligence Platform include:
- Industry-Specific Privacy Assessments – Tailored questionnaires designed for digital advertising participants, ensuring thorough third-party due diligence.
- Efficiency and Scalability – Automated compliance workflows reduce repetitive tasks and streamline vendor assessments.
- Regulatory Alignment – Continuous updates to reflect evolving privacy laws, including the Protecting Americans’ Data from Foreign Adversaries Act and the Multi-State Privacy Agreement (MSPA).
“By adopting this solution, Becausal reinforces its dedication to consumer privacy, regulatory compliance, and ethical data practices,” said Michael Hahn, Executive Vice President and General Counsel, IAB. “As privacy laws continue to evolve, Becausal remains committed to staying ahead of industry standards and ensuring responsible data stewardship.”
“In today’s digital advertising ecosystem, transparency and accountability are more critical than ever,” said Richy Glassberg, Co-Founder and CEO of SafeGuard Privacy. “By using the IAB Diligence Platform, companies are embracing a smarter, standardized approach to privacy compliance—one that builds trust with partners, protects consumers, and helps the entire industry operate more efficiently and responsibly.”
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