| 10 February 2021 In partnership with major brands, publishers and platforms, Samba TV, a leading provider of television data and omni screen measurement, has announced the rollout of The Smart TV Privacy Manager to usher in privacy protocols that says the company put consumers in control of their data. The integration of the Privacy Manager, featuring the globally accepted IAB Transparency and Consent Framework (TCF), is designed to bridge the smart TV compliance gap by offering privacy solutions anchored in industry standards and formulated with TV manufacturers, industry governing bodies, and relevant governmental authorities. The interface is accessible within a TV’s settings menu and introduces a series of new privacy controls that allow the consumer control over their household’s personal data in what is claimed to be an unprecedented way.