Google searches for people with similar behavior and corresponding personal characteristics based on existing remarketing lists, and creates a separate remarketing list from this. These are therefore by definition people who have not yet been to your website and from whom you cannot ask permission. However, you do offer the existing remarketing lists to Google (a third party) in order to create similar target groups based on this data. For this reason, you must meet the following requirements for the use of similar audiences:
The website visitor must have given explicit permission for the use of cookies on the website
In your privacy statement you must state that you collect this data to build interest profiles that you use for advertising purposes
In the privacy statement you must also state that you share this data with third parties, such as Google
Finally, Google needs permission from its users to use this data. This is therefore not the advertiser's responsibility.
Conversion measurements
As an advertiser, you naturally want to have insight into the results of your campaigns. The way to do this is with conversion measurements. For SEA, this is done via the AdWords conversion code (or the UET tag in the case of Bing) or via an import from Google Analytics. With the AdWords or Bing conversion code, you place a cookie on the thank you page, which means that this automatically falls under GDPR.
When you use Google Analytics to measure conversions, you are using analytical cookies. In this case, you must also meet the following requirements:
The website visitor must give explicit permission for the placement of the AdWords conversion code cookie. In the case of import from Google Analytics, it is necessary to ask for philippines whatsapp number free explicit permission for the placement of analytical cookies
The privacy statement must state that you use these cookies to improve digital marketing campaigns.
Google Customer Match
Google Customer Match allows you to upload collected email addresses into the AdWords interface and match these email addresses to Google users. This gives you the opportunity to set more specific bids for this group of people, for example. To continue using Google Customer Match, you must meet the following requirements:
The owner of the email address must have given explicit permission for the use of his data. If you want to use the email address for these purposes, you must not only include this in the privacy statement of your website. You must also include it in the agreements you enter into with customers, where you are going to use customer email addresses.
In the privacy statement you must state that you use email addresses to personalize and improve your digital marketing campaigns.
Finally, it is advisable to always hash email addresses before sharing them with a third party (for example your digital marketing agency or Google). This way you ensure that this data is seen as pseudo-anonymous data. Then the above measures are sufficient.