Campaign: John Goulding talks about the GDPR impact and using personal data
John Goulding, Global Product Director at Media iQ speaks to Campaign about retargeting and GDPR.
The broad definition of personal data within GDPR means that anonymous online identifiers such as cookies and device IDs are well within its scope.
Retargeting – whether based on cookies or device IDs – will therefore involve use of personal data under GDPR and it’s likely that some form of consent will need to be gathered – and passed to any 3rd parties (eg a DSP) – before retargeting could commence. The implications of this are considerable – as are the fines that businesses will incur if they don’t comply.
The bottom-line for advertisers would be a drop in retargeting volumes and a higher administrative burden to ensure that privacy policies and user-controls are up-to-scratch. While this in many cases may be viewed negatively, it will likely increase the need for brands to apply a greater amount of creativity to their online advertising.