For digital businesses handling ever-growing volumes of personal information, establishing ironclad frameworks for data protection is no longer optional—it’s the backbone of trust. For years, the Privacy Shield served as the bridge for data transfers between the European Union and the United States. However, when it was invalidated in July 2020, many businesses were left navigating uncertainty around cross-border data compliance. That’s when the Data Privacy Framework (DPF) emerged—a new standard designed to uphold data protection requirements and restore confidence in international data exchanges.

Understanding that trust requires action, SmartyAds took a big step forward to achieve a DPF certification! Let’s explore what this means for us and our partners.

What is the Data Privacy Framework (DPF)?

On July 10, 2023, a new chapter in transatlantic data protection began with the enforcement of the Data Privacy Framework (DPF), an agreement between the European Union and the United States. This framework, responsible for strengthening the rules defining cross-border data transfers, created a safe environment where EU companies could securely share data with U.S. entities (those that meet DPF compliance standards).

Commanded by the U.S. Department of Commerce’s International Trade Administration, DPF, as a standard, delivers a clear set of principles, each of which is created to regulate and streamline international data transferring.

Why does this matter to us and our partners?

  • Reinforcing our commitment to data privacy. Achieving DPF certification is a testament to our dedication to protecting personal data.
  • Ensuring cross-border data protection. With DPF certification, we provide a secure, compliant solution for data transfers between the EU and the U.S., reinforcing trust in SmartyAds’ commitment to responsible and transparent data practices.
  • Boosting transparency. At SmartyAds, we prioritize openness by offering clear, transparent data-handling practices. This commitment ensures our partners can confidently trust that we adhere to the highest standards of privacy compliance.
  • Unlocking operational advantages. By aligning with DPF standards, we’ve strengthened our data-handling processes, benefiting both our partners and our operations. With precise and efficient data processing protocols in place, DPF certification enhances SmartyAds’ ability to meet the data protection needs of international partners and clients, ultimately streamlining data-related workflows and ensuring smooth, compliant operations.

In other words, DPF certification provides our partners with significant benefits, offering a high level of assurance that SmartyAds adheres to the highest data privacy standards. This certification means secure, compliant cross-border data transfer, increased operational efficiency, and transparency for advertisers, publishers, and all users of our platforms.

With DPF certification, our partners can confidently engage with us, knowing that their data is handled responsibly, securely, and in compliance with international regulations. For those of our partners who are not certified under DPF, we will sign Standard Contractual Clauses (SCC) in order to ensure data protection compliance.

Paving the way for ongoing compliance

Getting DPF certified is surely a notable achievement, but it is not a finish line; it is just an essential checkpoint on our way to the continuous maintenance of compliance. International privacy regulations keep evolving, and so do our solutions. Throughout this journey, we have remained committed to constantly tuning and strengthening our platforms in accordance with new requirements of the privacy landscape. This certification is a clear signal of our dedication to securing and protecting data throughout all operational cycles, as this is the top priority for us.

As we continue to improve data security and privacy mechanisms lying at the heart of our solutions, we want to thank you for your ongoing trust and collaboration. Yours, SmartyAds team!