The FCC’s new 1:1 rule has created a more complex landscape for lead buyers and sellers. As the deadline approaches, there are a number of solutions available to lead buyers and sellers. However, no single solution is a silver bullet and solves all of the issues. We’ve put together a guide to outline the strengths and weaknesses of some of the most common solutions to the FCC’s 1:1 requirement, highlighting which issues are most relevant for each solution.
We offer insights about each feature below.
Available Now
Solutions that are available in production now can be implemented as of Nov 5th, 2024, well ahead of the FCC’s 1:1 regulatory changes in 2025.
Solution Can Be Controlled 100% Internally
All data can be retained entirely within a company, which means that information does not need to be sent to any external entities. Note that companies using a commercial ping/post platform by definition will not be 100% internal. This may be important for companies who have developed their own lead distribution platform and never use external data services (e.g., Active Prospect, Jornaya etc.)
Does Not Require Custom Development
The solution is already commercially available and companies can integrate the solution into their existing systems with minimal technical resources or without a developer. This may be important for companies with no development staff or a very limited development team where solutions requiring custom development may cause a challenge.
1:1 Verification Before Accepting Lead
This feature allows lead buyers to verify 1:1 compliance before purchasing a lead (i.e., check the compliance status in real-time on the post and reject if the lead is non-compliant). By verifying compliance prior to acquisition, buyers can ensure the leads they are purchasing are compliant independently of vendor representations.
Free and Open Source
Solution is free to use and is not a proprietary solution. The code and or requirements are published for anyone to use, copy and build off of. Open source solutions might be desirable for companies looking to add a solution to their own platform or who do not want to be reliant on another company for access to their solution. Note that solutions built into a platform will not be open source as the platform-specific code will be proprietary, even if using an open source standard like SIT-BAC.
Displays 1:1 Entity Name Before Form Submission
A key challenge of the 1:1 requirement is the timing of displaying the entity name. Displaying the name after the form is fully finished will likely cause a timing problem because loading the entity name can only happen after a ping/post auction takes place (ping/post auctions can take 2-7 seconds to determine the entity name). This delay increases the risk of consumers abandoning the form flow and poses the potential problem of generating or selling a lead where the consumer has opted out of entity names by the time the form is completed. Displaying the entity name before or at the time of the form submission minimizes or eliminates these timing challenges.
Transfers 1:1 Entity Name to Landing Page
Solutions that handle transferring the 1:1 entity name do the heavy lifting of getting the 1:1 entity name from the lead distribution platform onto the form. Solutions that include this framework will be far simpler to implement as they take care of the complex back and forth that happens between a platform and the website.
Supports Multiple Buyers on One Landing Page
This feature enables lead generators to list multiple buyers on a single landing page, so consumers can give consent to several potential buyers in a compliant manner. With this setup in ping/post auctions, post rejected leads can be redirected to a secondary buyer.
Allows Lead Vendors to Sell to Brokers and Networks
Solutions with this feature allow lead vendors to continue to sell to brokers and networks while maintaining full compliance with FCC regulations.
<1 Day Setup
These solutions can be added to a landing page in less than a day, making it accessible to companies of all sizes and minimizing disruptions to operations.
Post Rejection Options Available
This feature provides options for handling post rejections, which enhances flexibility in lead management for both vendors and buyers. By allowing leads to be rerouted after a post rejection, the potential value of each lead is maximized and leads will not be unsellable based on a post rejection.
Secure 1:1 Entity Name Transmission
Prioritizing security, the solution ensures that 1:1 entity names are transmitted without being exposed to unintended parties, such as brokers, aggregators, and resellers. This approach to data privacy provides peace of mind to both vendors and buyers by effectively protecting sensitive data and ensuring data is not changed when passed between companies.
Compatible with Other 1:1 Methods
The solution can work with vendors and buyers that employ other FCC 1:1 solutions and do not demand that all parties use the same method. This is an important factor if buying and selling from a number of different companies is key for business.
Integrates with Ping/Post
The solution can be integrated with ping/post models, allowing lead generation processes to proceed as usual while adhering to the new FCC 1:1 requirement.
Does Not Require End Buyer to Adopt Solution
End buyers are not required to adopt the solution, allowing lead vendors to implement it independently. This flexibility simplifies compliance efforts by reducing the need for coordination with buyers. Additionally, multiple compliance approaches can coexist, enabling all parties to effectively meet regulatory standards.
For more details, visit the official SIT-BAC website.