Everyone who has even a little experience in advertising these days noticed that the users are getting more and more educated and cautious about their personal data. In order to increase the security on personal data, how it’s collected, stored and used, the European Union enacted The General Data Protection Regulation (GDPR) has come in to play.
GDPR will force advertisers to change the way they do remarketing. Their customers will be well educated regarding their privacy terms and conditions as well as the general law. Providing users with the right information at the right time in an interesting way is something that is always welcomed. One of the most interesting examples of how to convey what GDPR means for users is at Tumblr. Where every requirement is explained in simple words so that every user can understand what and how the data is being collected and for what purposes will be used.
This is why advertisers should use the funnel mechanism to convert users on site in a friendly way. Using the data of logged in users increases the possibility to enhance the experience of products and services offered on site.
“For example, using location data can show retargeted users the closest store or goods, with a shipping time of 30 minutes.”
But still, how can you be sure what personal data you may be collecting? Well, here are some ways that may help you with that concern:
Google Analytics — if you use Google Analytics you may be collecting user ID, IP addresses, cookies, behaviour profiling, etc. To be GDPR — compliant you can simply add an overlay to the site and notify users of the use of cookies and ask for their permission before entering the page
Retargeting Ads and tracking pixels — if your website uses remarketing ads, you should inform the website visitors when they enter the page and obtain informed consent. Even if your client uses tracking pixels or cookies ask them why. If they use one this to gather personal information or to remarket the audience, you must get consent from visitors as they enter the website.
Email Opt-In — This is mostly used on newsletters which is subscription based. If you use tracking pixels to see open rate, put a visible disclaimer before they subscribe and have a checkbox for the visitor to consent to everything they’re about to subscribe to.
With GDPR in full force, advertisers’ challenge ahead is twofold (i) users are getting much more educated and cautious on how their personal data is used and exploited and (ii) traceability, how can you show, in advertising, that a user is opted out when you have no unique id. Or worse, show all the data you have collected on a user when there is no id. There are many other ways of dealing with the GDPR, however, one question still remains unanswered.
“If an e-commerce company deletes all your data on your request, will you be able to get the welcome bonus again when you register as a new user?”
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