As the use of audience data becomes standard in digital advertising, and with the 1-year countdown to the implementation of GDPR imminent, the quality of that data is increasingly a focus for many brands and their media agencies.
According to the IAB UK’s recent GDPR briefing, previous identifiers such as IP address which have been used for years by the ad industry for targeting purposes will be considered to be personal information and no longer allowed to be used under GDPR without consent. Additionally, in seeking to give consumers greater control, there are also indications that behavioural or interest-based advertising may be impacted. This in itself is not an issue where explicit consent of the user has been obtained. But how much knowledge do marketers really have about the origins (and permissions) of a particular third party data set they are using?
Weve puts customer privacy at the heart of our business. Customers are explicitly opted in to receiving advertising and we always make it simple for them to opt-out at any time they want. No O2 customer data is shared with Weve customers, and O2 is currently going through a compliance review to ensure that data usage continues to be compliant when GDPR comes into effect next year.
Permissioned, anonymised, and aggregated telco-based audiences provide a unique level of insight connecting the physical and digital worlds around consumer passions, preferences, behaviours and motivations. By taking our quality Weve data, producing it at scale and making it accessible through a range of platforms, we believe we have a clear point of difference in the space we operate in.
We were delighted to sponsor this year’s MOMA’s award for the “Best Use of Data”, which was won by Havas Media and Mobext, xAd, Fallon, Posterscope for AXA. As the industry marches ever closer to the implementation of GDPR, it will be interesting to see what changes will be evident at next year’s awards, and to what extent questions have been asked around the origins and permissions of data on offer.
Tom Pearman, Managing Director, Weve.