This is the area where the average display marketer sees the most challenges. Many targeting strategies within display advertising use data. The increase in DMPs and the possibilities to build dynamic strategies and creatives have proven to be welcome developments. What remains of this?
Data can be used in many different ways. The most obvious is the use of 1st party data for (dynamic) remarketing , but also the use of 3rd party data for target group segmentation or data enrichment. A distinction can be made here when we look at what is and is not permitted and where the responsibility lies.
The most important starting point is that it must be clear what the data is used for. It must therefore be clearly explained to the person concerned what data is collected and what is done with it. If permission has been given for the use of data for advertising purposes, it is permitted to use data for targeting and personalization .
Many advertisers use some form of remarketing within their (display) marketing strategy. This is also one of the topics where the question marks are floating around in relation to the GDPR legislation. Remarketing can be applied in many different ways. The application can vary from the use of general remarketing lists, to lists of very specific actions or transactions. See also our recently published article on dynamic remarketing.
First of all, a reassurance, you are not involved in illegal practices if you run remarketing campaigns as a marketer or advertiser after May 25, 2018. However, there are a number of points of attention that will most likely involve changes in order to do this in accordance with the GDPR/AVG legislation. The following applies:
The data may be collected and used provided italy whatsapp number that the visitor has given permission for the placement of marketing cookies.
This can be done by distinguishing between cookies in the cookie bar and offering the functionality to turn cookies on or off. Please note: the privacy statement must also be referred to here. See an example in the image below.
The privacy statement on the website must state which data is collected and for what purpose. Furthermore, the cookies that are placed must be described: by whom placed, for what purpose and when the cookie is removed.
If the cookies are placed in the context of profiling, this must also be stated (for example, for the purpose of compiling groups so that you can show these groups targeted advertisements).
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Audience targeting based on 1st or 2nd party data (e.g. Similar Audiences)
Now that we know that remarketing is still possible in the future, it is also interesting to think about what happens if you want to use Similar Audiences based on 1st party data, Custom Affinity Audiences or Intent Audiences. For example, think of a Similar Audience list based on converted visitors or a Custom Affinity list based on competitor websites. Is this allowed.