When you invest in opt-in leads, one question matters more than almost any other: can you show that this consumer asked to be contacted? Two tools come up again and again in that conversation, the TrustedForm certificate and the Jornaya token. This guide explains what each one is, how they differ, and what to ask a data vendor about them.
What "proof of consent" means
A lead starts when a consumer fills out a form on a web page. Proof of consent is independent documentation of that moment: which page it was, when it happened, and what the consumer saw and agreed to. It comes from a third party, so it does not rest on the word of the company that generated the lead.
What a TrustedForm certificate is
TrustedForm is a service from ActiveProspect. A small script on the web form creates a certificate for each form fill. The certificate has its own web address, usually delivered in the lead file as a TrustedForm URL, and it documents the page, the time and the consumer's interaction with the form.
A buyer normally retains the certificate through their own TrustedForm account so it stays available later. Certificates that are never retained expire after a short window, so it is worth asking your vendor how long you have.
What a Jornaya token is
Jornaya is another third-party service that documents when and how a consumer filled out a web form. It issues an identifier for each lead event, known as the Universal Lead ID. That identifier is the Jornaya token. It travels with the lead, and a buyer with a Jornaya account can use it to review details of the event.
How the two differ
- Different companies, same purpose. Both document the form fill. Neither one is "better" in general.
- Your own requirements decide. Some compliance teams, carriers and downstream partners ask for a TrustedForm certificate, some ask for a Jornaya token, and some accept either.
- The format differs. A TrustedForm certificate arrives as a URL. A Jornaya token arrives as an ID.
What they are not
Neither one makes your outreach compliant by itself. They document the consumer's request. How you call, text or email that consumer is still governed by the rules that apply to your business, and your own counsel is the right place for those questions.
What to ask a data vendor
- Which proof of consent comes with each vertical: a TrustedForm certificate, a Jornaya token, or either one?
- Is it included with every lead, and in which field of the file?
- Is the data opt-in, meaning the consumer asked to be contacted?
- How long do I have to retain a certificate after delivery?
- Can the file layout match what my system expects?
What comes with AC&C Media Group leads
All of our consumer lead data is TCPA compliant and opt-in. The proof of consent depends on the vertical:
- Refinance, home services, auto insurance, consumer debt and solar leads include a TrustedForm URL and a lead ID.
- Final expense leads come with TrustedForm and/or Jornaya.
- Medicare and U65 private health leads come with a Jornaya token or a TrustedForm certificate, depending on what you need.
- Auto warranty leads come with a Universal Lead ID or a TrustedForm URL.
Fields can vary by campaign and source. Tell us which one your team requires and we will match it. For more terms, see our lead generation glossary, or contact us with your questions.