Contextual advertising

How to make programmatic advertising work in a post-GDPR world

How to make programmatic advertising work in a post-GDPR world

If you’ve been paying attention to the news lately, you’ve probably been bombarded with news about privacy, data and our favourite 4-letter acronym: GDPR. One of the biggest stories was the Cambridge Analytica data scandal, where over 50 million Facebook profiles were harvested to target political adverts. This shook the world and ever since people have been questioning how their personal data is actually being used.

Though, the issue of personal privacy has been cropping up for years. Although the internet has made it easier to collect personal data, there’s been controversy surrounding the invasion of privacy long before the wide use of the internet. For example, at one point, a bill was put forward in the state of California to ban caller ID because they felt it was a breach of privacy for the caller to have their information displayed.

But it’s only now that substantial steps are being taken to protect personal data, hence the General Data Protection Regulation (GDPR) was born.

GDPR: one month on

If you haven’t heard about GDPR (though, how could you avoid it?), it’s a law that aims to protect all EU citizens from privacy and data breaches. This regulation was enforced a month ago, on 25th May 2018.

So, what’s happened since? Businesses within Europe that handle personal data are facing more legal obligation for how they collect, process and store this data. Within the digital advertising world, personal data is collected for audience targeting, but this strategy is changing – big time. As a result, we predict other marketing and targeting techniques will flourish and ad tech will play a dominant role in this change.

How is GDPR affecting Coull?

Data privacy is affecting most businesses, but some more than others. At Coull, we’ve always taken our user’s data and their privacy seriously and so we haven’t had to change our business processes or behaviours. Though we have updated our policies and contracts to reflect our adherence to the GDPR guidelines and we will continue working closely with our partners to ensure compliance.

Ultimately, GDPR is an opportunity for responsible businesses to add value in an open and transparent way. We hope this is the start of a new era of transparent data processing across our industry.

How is it affecting the digital advertising industry as a whole?

Many digital advertising strategies rely on collecting a person’s information through browser cookies – which stores information such as age, gender, location and general interests. Whereas GDPR means that people now need to ‘opt-in’ to having their information collected. This poses a problem for advertisers who want to target audiences this way.

However, changes are already happening, such as a push towards more sponsored, social media and influencer marketing. For example, Adidas has quickly capitalised on the World Cup, by working with footballers and celebrities for social media content, directly targeting their followers.

Does this mean programmatic advertising is dead? No! Of course not. There are still successful and ‘GDPR safe’ ways to use digital advertising…

All in context

Contextual advertising is one way to avoid using personal data. It uses information on the content itself to make assumptions and then target the audience with a relevant advert. This is ‘GDPR safe’ because it doesn’t need to use personal data.

Contextual targeting has many different levels, depending on the technical and analytical capabilities, such as targeting by domain, keywords or location. For example, Land Rover may want to contextually target their audience at a domain level with an advert on a car review website.

An example of Coull’s OnPause format displaying a Land Rover ad in a contextually targeted environment.

Retarget without using cookies

Source: Giphy

Advertisers can be real cookie monsters, collecting as many cookies as possible to target a particular campaign to the same person, again and again. However, without consent to collect their data, it can make retargeting hard. So let’s forget about the non-edible cookies, shall we?

This is where ad tech can really make a difference. For example, our format, DoubleUp, delivers a ‘two-part’ retargeting campaign in the video player. First of all, a pre-roll ad is shown, then the video plays and the second part of the campaign, a display creative, is presented in one of our OverStream formats.

As an example, Emirates might want to advertise to and retarget international travellers. They decide to put a pre-roll ad before a video about Dubai on a travel tourism website:

Emirate pre-roll (first part of a DoubleUp campaign).

Then as the video content starts playing, they can use the OverStream Banner format to retarget the same person using a CTA banner from the same campaign:

An example of Coull’s OverStream Banner in a DoubleUp campaign for Emirates.

This feature:

  • Retargets someone in a ‘GDPR safe’ way
  • Gives people a direct ‘Call To Action’ for the pre-roll
  • Shortens the customer journey by immediately retargeting whilst you still have the customer’s attention

Aside from using different targeting techniques, education and transparency are now more important than ever. If advertisers want to continue collecting data in a post-GDPR world, they’re going to have to win back the trust of the people, through respect and complete transparency. This involves, being open about their policies and making both opt-in and opt-out options clear and easy to follow. But unfortunately, many organisations are simply using confusing wordplay to give consumers no other option other than to simply ‘accept and close’ to approve the collection of their data. This is misleading and isn’t an effective way to earn trust.

An example of how some organisations mislead their audience and are able to gain consent to collect data

But, there’s still hope. The digital advertising industry can be incredibly creative, so it’s a matter of ‘innovate to survive’ in the world of GDPR. Perhaps this will not only encourage transparency but also give the industry an opportunity to rethink ways to deliver great advertising without invading people’s privacy. We will have to wait and see…

Posted by Mark Lee in Coull comment