We work closely with leading brand name advertisers all over the world. We have a track record of achieving effective performance for those advertisers by applying innovative technology against what used to be regarded as anonymous data.
As you may have read elsewhere, there are two fundamental aspects of the GDPR that mean we all have to take stock and adapt what we do. As mentioned, any unique (or potentially unique) data is now regarded as “personal data”, including IP address and cookie id. And as with the existing law, anyone using such data must have a legal basis for doing so. There are only two legal bases which are relevant for AdTech – consent and legitimate interest.
It is our opinion, along with the DPN’s, that direct relationships such as ours constitute a legitimate interest. We have carried out the necessary balancing assessment weighing up the rights of users with our (and your) legitimate interest to provide them an improved advertising experience. That balancing assessment is available for your review.
If you agree with our assessment on legitimate interest, please use the button below to let us know via email. This will maintain our relationship in its current form in a way that satisfies GDPR.
Of course, we realise many of our advertisers work with other parties, perhaps via less direct relationships and therefore are probably going to implement IAB Europe’s consent mechanism (as consent is the other legal basis mentioned above). That is totally fine, and we are also going to be integrated with that mechanism for the transactions we carry out programmatically where there is no direct contact and therefore legitimate interest carries less weight.
If you are planning to use the IAB Europe consent mechanism, please let us know by filling out the form below.
Do please add any additional information and if you’d like a follow-up discussion with our Data Protection Officer.