Meta has updated its Conversions API (CAPI) Legal whitepaper, and it’s available now to download, below.
This update is very much informed by ISBA’s Performance and Programmatic Steering Group, which responded to the original guide (2022) with multiple suggestions for content changes and additions to make it easier for people to understand. The whitepaper, or Guide, is designed, to help governance, legal and privacy experts to understand the work and data flows involved in Meta’s CAPI (Conversions API) processes.
The CAPI Terms & Conditions have been challenging for many advertisers, as it has been unclear how these Ts&Cs comply with the GDPR. ISBA Performance & Programmatic Steering Group began talking with Meta in 2020 to find clarity around the status changes between Controller, Processor and Co-processor that the advertiser and Meta go through at the various points of the work and dataflows, between first-party data ingestion from advertisers, to outcome data and onward deployments of aspects of that data within the Meta ecosystem. This updated Whitepaper, provides multiple diagrams and new explanations that will help brands more quickly risk-assess the processes underway with CAPI.
The CAPI process has been introduced as part of Meta’s PETs (Privacy Enhancing Technologies) solutions to build audiences and measure campaign effectiveness. The process involves matching advertiser first-party data with Meta’s platform 1st party data (Facebook, Instagram on and offsite). The advertiser’s challenge has always been clarity around the changes in Controller & Processor status in order to sign the Ts&Cs. It’s expected the ISBA will continue to press Meta for increased transparency.