TrustArc’s Privacy Sensitivity Index (PSI) is a tool intended to help our customers manage which Third Party Service Providers are authorized to be on their site. The Privacy Sensitivity Index is a TrustArc
assessment of Service Providers based on a number of factors including: likelihood to engage in Online Behavioral Advertising (OBA), industry oversight, privacy policies, consent mechanisms, and honoring consumers preferences. Service Providers are given a rating of High, Medium, or Low. A High PSI rating doesn’t necessarily mean a Service Provider is “bad” and must be removed from your site, but is rather intended as an indication that they could pose a higher risk to your site and that you should ensure they are authorized to be there. When a Service Provider is Under review this indicates that a particular party has not yet been reviewed and classified – this typically includes your First Party domains which would not typically be expected to be classified in TrustArc’s tracker database.
TrustArc’s PSI assessment includes:
- Business Category (i.e., a service provider would have a lower risk score than an ad network)
- Available Privacy Policy
- Available Opt-out mechanisms
- Do Not Track compliance
- Membership of Industry oversight bodies (i.e., IAB, DAA, NAI, etc.)
- TrustArc Data Collection Certifications (TDC) – data collectors who have satisfied TrustArc’s rigorous program requirements have a much lower risk profile