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trueAnthem

trueAnthem

Audience analytics and research platform used by broadcasters and publishers. Scripts fire on publisher sites to collect behavioral and demographic data for audience research panels and cross-media measurement studies.

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Overview

trueAnthem is an audience analytics and research platform used by broadcasters and publishers. Its scripts collect behavioral and demographic data on publisher sites for audience research panels and cross-media measurement studies. The platform helps media companies understand their audience composition.

What This Script Does

  • Fires tracking pixels on publisher pages to collect page view and content engagement data
  • Collects behavioral signals including scroll depth, time on page, and content categories consumed
  • May link browsing data to panel-based demographic profiles for audience composition analysis
  • Sends collected data to trueAnthem servers for aggregation into audience research reports
  • Sets cookies to maintain visitor sessions and track return visit patterns

Consent & Compliance

  • Category: Analytics
  • GDPR: Collects behavioral data and may link it to demographic profiles. When used for audience research that involves profiling, explicit consent is typically required.
  • CCPA: Behavioral data shared with research panels may constitute sharing of personal information. Opt-out mechanisms should be provided.
  • ePrivacy: Sets cookies for audience tracking and measurement. Requires consent in EU jurisdictions.

Should You Block This Without Consent?

Conditional. If trueAnthem is used for aggregated, anonymized audience measurement without individual profiling, it may operate under legitimate interest. If it links behavioral data to demographic profiles or shares data with third-party research panels, block it until the user provides consent.

Is trueAnthem GDPR compliant?

trueAnthem typically loads marketing and analytics trackers, which are not strictly necessary for your site to work. Under the GDPR and the ePrivacy Directive, non-essential cookies and trackers must stay blocked until a visitor gives clear opt-in consent. So trueAnthem can be fully GDPR compliant, but only if your site holds its scripts until consent is granted and lets visitors decline just as easily. Compliance depends on how your site loads trueAnthem, not on trueAnthem itself.

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Consent Categories

Analytics

Also Known As

trueAnthemTrue Anthemaudience analyticscross-media measurementpublisher research panelaudience measurement

Industries

Programming and Developer SoftwareComputers Electronics and Technology

Tracked Domains (1)

trueAnthem's trackers are rarely seen, seen on under 1% of the sites ConsentStack has scanned. Scan your own site to see which of these are firing before consent.

tru.amMarketing

tru.am is a marketing domain operated by trueAnthem, used to serve ads, build audiences, and measure ad conversions. Seen on under 1% of scanned sites.

Frequently Asked Questions

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