The General Data Protection Regulation (GDPR) has affected a lot of businesses and their ad targeting. Here in Dochase we have always taken users data and information seriously, so the GDPR had very little effect on us, we have updated or policies according to GDPR though and we are doing great.
GDPR is an opportunity for us in the AdTech industry to add value to an open and transparent way of doing business. Most digital advertising strategies collect and store user data such as; age, gender, browser history, location, general interest and more which are used to target ads to such people.
Since May 2018, there are still some advertisers who would not target their ads to Europe and other geos because of the GDPR issues. This has been a big challenge for businesses. We at Dochase have figured out ways to target ads without violating the General Data Protection Regulation (GDPR) policies.
Here are three solutions enabling advertisers and agencies to target ads despite the current ad-data-targeting challenge:
Contextual Advertising: this is one of the earliest form of ad targeting which has sprang out again with the commencement of GDRP. It is GDPR safe because it doesn’t have to use audience data to target ads. Contextual advertising is the placement of ad campaigns on websites or site pages that are directly relevant to the ad you’re running. If you are selling a fruit blender for instance, you might want to place your ad on web pages that are about cooking recipes, food, dietary sites, sites for vegetarians, kitchen appliance review website and so on.
According to online interviews conducted by Channel 4, the highest level of spontaneous awareness was among those who saw the ad in a contextual placement. Perhaps technology can do for contextual targeting what native advertising did for the old advertorial.
Develop Consent Model For User Data: By giving users control over their data, new data models will be created enabling users to benefit from their personal data. For advertisers and agencies, this will be an opportunity to gain access to user data in a controlled manner. This will be possible by getting involved in the conversations which will determine how we as an industry create new targeting models, embracing user consent, to develop the next generation of ad targeting which will satisfy marketers, agencies, publishers and especially users.