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.

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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)

tru.amMarketing

Frequently Asked Questions

Does trueAnthem require consent?

Conditionally. If trueAnthem performs only aggregated, anonymized audience measurement, a legitimate interest basis may apply. If it links browsing data to demographic profiles or shares data with third-party research panels, block it until the visitor provides analytics consent.

What data does trueAnthem collect from publisher pages?

trueAnthem fires tracking pixels to collect page view and content engagement data, including scroll depth, time on page, and content categories consumed. It sets cookies to track return visit patterns and may link this data to panel-based demographic profiles.

How does ConsentStack handle trueAnthem?

ConsentStack places trueAnthem in the analytics category and blocks it until the visitor grants consent. If your implementation involves demographic profiling or third-party panel data sharing, ConsentStack ensures these scripts are gated behind explicit visitor opt-in.

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Manage consent for trueAnthem

ConsentStack automatically detects and manages trueAnthem trackers so your site stays compliant with global privacy regulations.

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