The possibility of applying data enrichment and using 3rd party data for targeting is in line with this. The party that supplies the data is responsible for obtaining consent for the cookies. In the case of 3rd party providers, they can do this in the same way as when obtaining consent for the use of 1st party data. This means that the user (the owner of the personal data) has the possibility to indicate what may happen with the data that is collected about them. This data should also be converted into anonymized data in all cases, if this is not already the case.
display advertising
Use of data in display banner expressions
In more and more cases, banner expressions are dynamically constructed based on data. In the case of (dynamic) remarketing, this can be based on website visits and behavior, but can also italy whatsapp number be applied for prospecting. In this case, it is important to take a good look at the strategy. What happens to the expressions if someone does not accept the cookies or only partially?
Also important: how is the opt-out of users managed? Audience lists should update in real-time and be deduplicated. Current remarketing lists that contain users (whose consent has not been obtained according to the guidelines of the GDPR legislation) are not fully compliant . I therefore recommend rebuilding lists if an advertiser is compliant.
What can we expect?
The arrival and/or enforcement of the legislation is also seen as an opportunity to take another good look at the customer base and data flows. In addition, there will be more transparency about which data is collected and what it is used for. This can, indeed, mean that the target group you reach is more relevant. However, there will have to be acceptance that the target group (list) can decrease. The volume of campaigns can decrease, where relevance increases. We will also have to be more creative with targeting in display advertising strategies.