Ad Targeting: Getting the Basics Right is More Important Than Ever + Bonus Quiz
What came first: the ad or the target? The answer should be the targeting, but if you don’t know about your ad content, you can’t properly create your audience targeting strategy, and pretty soon you’ll find yourself in an another existential programmatic crisis.
Getting the basics of ad targeting right is in fact the most important thing programmatic marketers should be thinking about as they go into launching campaigns. Our CEO, Marc Poirier, sat down with our Director of Client Services, Kent Julien, to talk about getting the ad targeting basics right, blending magic with science, and even some top secrets from our trading team. And if we’re talking alliteration, we can’t wait to tell you all about our top ad targeting tips for traders in twenty-twenty-three below, followed by our exciting bonus quiz! Let’s get into it.
Top Three Takeaways From This Article:
- KPIs drive targeting, and navigating the ad tech jungle to recommend the right targeting strategies requires deep industry knowledge
- CTV is the most popular channel programmatic marketers should focus on in terms of getting their targeting basics polished and up to par
- Programmatic marketers can drive both top and bottom-funnel actions, especially by creating and moving audiences across channels.
Getting Ad Targeting Right From the Get-Go
Ad targeting techniques and strategies are driven by the goal of the campaign. Programmatic campaign managers need to be on top of the entire programmatic landscape, including partners, their datasets, the best DSPs and more, in order to align their client’s goals with the entire sphere of possibility in programmatic.
Without a deep understanding of all the adtech that’s out there, traders won’t be able to get the right message to the right person at the right time and meet campaign objectives. Agencies who recommend programmatic as part of a client’s marketing mix should understand how targeting changes based on the campaign goal.
Programmatic targeting can be broad and reach the client’s audience when they’re driving down the highway or at a sports event if the campaign is focused on brand awareness. Similarly, if the client wants their agency to run a ROAS campaign or an eCommerce campaign, then programmatic has to help deliver a return on investment.
In this case, “you need to know how to target…and that’s the magic of programmatic” says Kent. He’s talking about how programmatic can drive both top and bottom-funnel KPIs with the right “blend of science and magic.”
At the end of the day, if performance isn’t there, Kent explains that we’re basically all out of a job. We paused to laugh here, but seriously, vetting all top-tier partners, vendors and datasets to be able to understand, recommend and speak to them makes all the difference at the onset of strategy development.
Combining the landscape of programmatic possibility with the right targeting strategy for the desired KPI can be complex, and that’s just the basics. Here’s what we mean by “the landscape of programmatic possibility.” This is what we’re dealing with:
Mastering CTV Targeting is Essential in 2023
If you’re working in programmatic, and you take one thing away from this post, it’s that you NEED to understand how to do better targeting on connected TV (CTV).
Even though Kent denies it, CTV truly has become the silver bullet for advertisers amongst an increasing population of cable cutters and streamers. “Advertisers are putting dollars where the eyeballs are,” Kent says, “and the dollars are shifting.”
Admittedly, we have been talking about CTV’s growth for ages now, but following the pandemic, streaming is even more popular than ever and it’s only going to continue as younger generations start to consume more.
“CTV offers brands and their agencies a chance to get away from the click”
CTV offers brands and their agencies a chance to get away from the click and to look at metrics like how people are viewing ads, and how long they’re viewing them for, or to even put QR codes to capture conversions on screen. What’s more is that this gives brands the power to create audiences from these actions, to create additional touchpoints, and move leads further down the funnel.
Targeting Audiences Across Channels
Programmatic campaign teams can develop an audience based on an action in CTV, like those who have viewed at least 75% of your client’s ad for example.
Once created, the campaign manager has a few options depending on the data and the desired outcome. They could exclude that audience, create a lookalike audience, and even take it somewhere else. This is one of Klever’s “tricks” Kent admitted to us during the interview (shh..don’t tell!).
Programmatic marketers can actually create an audience on one channel and use it to create an audience on another channel, which creates an environment for more precise targeting and desired performance outcomes. Again, with these techniques programmatic can be used to drive mid-funnel awareness and education, or the precious bottom-funnel purchase or conversion of some other kind.
Kent explains how to build audiences in CTV and use them across other programmatic channels. For example, you may have someone scan a QR code on a streaming commercial but still not take an action on your website. So with this audience, you could build a mobile ad or a display ad, or even another video ad to try and push them toward that desired conversion in a follow-up campaign.
The pitfall of CTV is that it can be less precise than a mobile campaign, because you may be showing your ad to many people in the same household.
While targeting is a bit looser here, it still lends itself to follow-up campaigns targeting lower-funnel goals because we have the ability to serve an ad to any device connected to that household’s modem or wifi. So with CTV, programmatic marketers can “continue the message from the big screen to anyone that’s connected to the household,” Kent explains.
“continue the message from the big screen to anyone that’s connected”
Programmatic marketers and strategists need to be able to piece together opportunities like this for their clients. As Kent says “From a performance point of view, one of the things we never want to hear from one of our clients is how come you didn’t do that for us?”
Programmatic advertising has the potential to be really powerful if the right targeting opportunities are understood and leveraged to drive the desired campaign outcomes.
Video Interview on Ad Targeting Basics with Kent Julien
Watch the full interview with our Director of Client Services, Kent Julien, right here, and then gorge yourself on the programmatic ad targeting quiz that awaits you after our top targeting tips below!
Top Ad Targeting Tips for 2023
We also had the pleasure of sitting down with Amal Yassin, our Director of Ad Operations, to talk about her top targeting tips in 2023 (she studiously worked on client accounts in between questions! Her dedication is inspiring.) If there’s anyone at Klever that you’ll want to talk targeting strategies with it’s Amal, so listen carefully because she had some advantageous advice (I see a Klever alliteration drinking game in my future…).
1. Leverage First-Party Data
With third-party data depreciation, measurement is becoming more challenging and it’s harder to get actionable IDs. Even last year, nearly half (47%) of identifiers were not cookie-based, Amal explains, so programmatic traders have to get in there and analyze their own data.
Understand the different datasets that you have access to. For example, first-party data like client emails, are great sources because of the amount of insight you get about a particular user. Programmatic marketers can understand a lot about a user’s preferences, trends and habits with first-party data, and then extend targeting to match those parameters.
Leverage first-party data on every impression if possible through audience extension. Scalable addressability is achievable with the right blend of data and technology.
2. Get More Media by Understanding Data Sources
Amal says if you’re buying data sets, seek to understand if the data set you’re buying was bought or if it’s actually the seller’s first-party data. You can even ask questions about how the data is modelled because “it’s going to have a massive impact on your campaigns.”
It’s not just about being accountable for the outcomes, it’s about the cost. If your vendor bought data from someone else, who may in fact have also bought the data from someone else, those costs are being passed on to the agency with everyone taking a little off the top. At the end of the day, there will be less money for media spend and ultimately less performance.
Track every strategy you run and look at cost-based metrics as opposed to CTR or viewability (CPC or cost per viewable impression). Follow the data and follow the dollars.
3. Don’t Be Afraid to Have Hard Conversations with Clients
Be able to measure and communicate if the client’s KPI is achievable from the onset. Traders love data, and numbers and “have the client’s best interest in mind all the time,” Amal says, so the goal discussion is the most important one an agency will have with their client about a campaign.
Clients need to understand before a campaign goes live if their KPIs are achievable or not. For example, Amal explains that “Clicks don’t work in an environment such as CTV.” Therefore, if a client’s source of truth is Google Analytics (GA), our experts recommend not running CTV ads because they will never be able to see the lift of programmatic inside GA.
In this case, educate the client to understand that it doesn’t make sense to take a bottom-funnel metric like CPA and apply that to a top-of-funnel brand awareness campaign. If a client presents an unachievable KPI, don’t be afraid to have hard conversations with them. Amal ended with wise words “It’s in the client’s best interest to manage expectations.”
Watch the full interview with Amal here, then head down to the bonus quiz below!
Bonus Quiz: How Klever is Your Programmatic Ad Targeting?
Answer the following questions and put your programmatic ad targeting skills to the test. Then, add up your score to see how klever you really are!
Question 1. When a client gives you their campaign goal, you’re able to put together a programmatic targeting strategy…
A. On the spot, you almost blurted out ideas while the client was talking!
B. It will take you at least 24 hours to put together a targeting strategy for the campaign
C. With the help of a team, who can help you get the answers you need in a few days’ time
Question 2. Programmatic can support both top and bottom funnel metrics. True or false?
True
False
Question 3. When you build audiences in CTV, you can use them across programmatic marketing channels like:
A. Mobile Ads
B. Display Ads
C. Video Ads
D. All of the above
Question 4. Programmatic marketers have the ability to serve an ad to any device connected to a household’s modem or wifi. This is helpful to:
A. Spy on your audience so you can more effectively target them based on their behaviour
B. Gather the IP address of a user so you can serve them targeted messages later
C. Retarget users who have seen a CTV ad and continue the message outside the big screen
D. Know how many people are using big telecom providers
Question 5. Approximately what percentage of IDs were not cookie-based as of 2022?
A. 40%
B. 37%
C. 46%
D. 47%
Time to Score Your Ad Targeting Skills
Ok, you’ve taken the quiz and now it’s time to see how you did! Add up the numbers associated with the answer you gave above for each question to get your total score. Then read your score in the legend below.
Question 1
A – 10
B – 5
C – 2
Question 2
True – 10
False – 0
Question 3
A – 2
B – 2
C- 2
D – 10
Question 4
A – 0
B – 0
C – 10
D – 0
Question 5
A – 0
B – 0
C – 0
D – 10
Ad Targeting Bonus Quiz Score Legend
4-17 Points
You’re a Rising Star!
With an understanding of what matters most, you are full of potential to become a master programmatic targeting ninja.
18-27 Points
You’re on Fire!
You have almost mastered the world of programmatic targeting, bravo! Don’t quit now because you’ve come so far!
28-50 Points
YOU ARE LEGENDARY!
As a seasoned programmatic targeting ninja, you spend all of your time meditating about the meaning of your last successful campaign. You can share your wisdom to bring even more meaning to your masterful advertising life!
Transcript Kent Julien, Director of Client Services
Marc: Kent, why do you think getting the basics right in targeting is more important now than ever?
Kent: When it comes down to it, in a programmatic campaign, every single impression counts. The way we see it, it’s almost a blend of science and magic. And to get that magical effect you really do need to know the science.
You need to understand the programmatic landscape, who your partners are, what your datasets are using, what DSPs are the best, and it goes on and on and on. When it comes down to the technologies, you have to be on top of it and ahead of the game, so you know how to blend the science to get the right message in front of the right person at the right time. And that’s the magic of programmatic.
If it’s a branding campaign, the clients want to see their ads when they’re driving down the highway, or on the screen at a sports event. If it’s an ROAS campaign or an ecom campaign, the client wants to see their return. And you need to know how to target the right people at the right time so they can buy the right inventory and come back.
And what I kind of love about programmatic is that there’s no fooling around. At the end of the campaign, the numbers don’t lie. So, we take it very seriously to make sure we’re on top of it and to bring performance to our clients.
At the end of the day, if that performance isn’t there, we don’t have a job. So, we hold everything to the highest standards, and vet top-tier partners, vendors and datasets. And again, just by learning and by being really intertwined with the science behind a programmatic campaign which enables you to be that magician and bring performance to the table.
Marc: What are some of the more recent innovations in targeting? What have you seen in the last year?
Kent: It goes without saying, CTV, connected TV, streaming TV commercials is the next biggest thing. If I were to ask a room full of people, how many people have a TV in their household it would be upwards of 99%. So that gives us a way to advertise to the masses.
The near or traditional TV is still very relevant, I’m not saying we have a silver bullet, but advertisers are putting their dollars where the eyeballs are, and there’s more and more people cutting their cable subscriptions and moving to streaming TV, and the dollars are shifting.
We’ve been talking about this for years, and it’s only now that it’s got this popular, and it’s only going to continue to grow. So it’s tremendous, CTV targeting, TV commercials are the next big wave.
For 2023, I think attention metrics will be big, a lot of people are moving away from the click, and we’re able to gauge how people are viewing ads, how long they’re viewing ads, we’re able to put QR codes for additional metrics…
Marc: Can you make audiences with that information?
Kent: Yes. All this data, all these extra metrics that we have available to us now, we’re able to make audiences, exclude audiences, create lookalike audiences.
Marc: So you could create an audience of the people who watched your ad on CTV for more than 80% of your ad, or completed watching it, and then create an audience with it and take that somewhere else?
Kent: Easily. You can set your metrics and bucket people who watched the entire ad, bucket a set of people who watched only 75% of the ad, you can have layered metrics – people who watched all of the ad and scanned a QR code. This is an additional action you can take on CTV commercials now. So, there are all these extra layers of working people down the funnel to your client’s end goal.
Marc: Can you take them to another medium or another channel? Could you take them to a mobile campaign for example? Like that audience from connected TV, you’re able to derive it and take them someplace else?
Kent: I’m holding back a smile, it’s one of our tricks actually.
Marc: Uh-oh..
Both: (Laughs)
Kent: It’s a way of working that client down the funnel. So from an awareness play, people may be watching something on CTV commercial and we have view metrics. So if they scanned a QR code, awesome. But how do you get to take action on your website now? Well, those same people, we continue to serve them a display ad, or another video ad, a native ad, or a mobile ad, and once they see that you’re continuing the message, you make sure those messages are relevant, along the path to the conversion journey, and then the end result is you want them to take an action on your website…so download a form, purchase, whatever it may be, we’re able to track all that. It’s pretty powerful data.
Marc: Ok so we can take create an audience with connected TV and take it somewhere else, but how do you bridge..connected TV is more of a hustle, there’s no cookies or personal identifiers. I’m assuming you guess that you’re going to show the ad to everyone in the house. So it’s not as precise, maybe a little bit looser in terms the targeting. But that’s how or why we move from a connected tv to another device.
Kent: Correct. So there’s numerous ways to do this. If someone watches something on CTV part of the trick is that any device that is connected to the modem within the household, we will then be able to serve an ad to any of those devices. And so that’s how we’ll be able to continue the message from the big screen to anyone that’s connected in the household.
Marc: Understood.
Kent: From a performance point of view, one of the things we never want to hear from one of our clients is “how come you didn’t do that for us.”
Marc: Right.
Kent: So part of our mantra, our methodology, is in one part we’re very educational, we always keep our agencies and partners in the loop. So, we’re educational from that sense and up to speed with anything that’s available in the programmatic landscape.
And in terms of performance, if there’s an opportunity for that campaign to go to the next level it’s almost not fair to not educate our clients and to share how we can bring it to the next level.
Transcript Amal Yasin, Director of Ad Operations
Marc: Amal, you manage a bunch of traders and you guys have your hands on the keyboards all day. What are your top targeting tips for traders?
Amal: Number one, with third-party data deprecation and measurement is becoming more challenging…Identity and getting actionable IDs out there to target them. I think the most important thing that traders in 2023 need to understand is that even last year 47% of IDs were not cookie-based. So do not be afraid to continue doing what you’re doing.
So, the best tip for a trader is to analyze your data, always analyze and get as much data as possible. Understand the different datasets that you have access to.
So, we have access to first-party data, whether it’s the client’s emails, or we place a pixel on the tag and that’s first-party data so always have that on because there is no better data for you to analyze than the first-party data. You can see what they do online, what people watch on TV, podcasts, and you can have amazing actionable insights from that.
Truly, I think it’s very important for us to understand the data we have access to. Try to see what you have access to and of that third-party data …is it the vendor’s third-party data? Or did they buy it somewhere? How is it modelled? Because it’s going to have a massive impact on your campaign.
If it’s third-party data that the vendor purchased it’s going to be more expensive and you’re going to have more costs because there is less money going into media. And also I think it’s important as traders, we like to learn, and we love to talk to all vendors that are out there.
Kent mentioned that attention metrics is something that we’re testing. Clicks don’t work in an environment such as CTV or the audio space, well I guess it could work, but it’s not as much of a relevant metric anymore. I think being up to speed and always thinking about your clients and your KPI – would this work with this client, or this dataset, or would it work for my specific KPI in the long run?
Marc: So, we talked about the fact that cookies are still relevant and we can still use them. But about half of identifiers are not cookies already and people don’t realize that. So we’re already well into that world. We talked about connected TV and the audiences there. We talked about third-party data providers and vendors, and understanding what’s their relationship with that data. Is it their data? Did they buy it from someone who bought it from someone, who bought it from someone?
Amal: Yes.
Marc: It’s like finance.
Amal: Follow the dollar.
Marc: Like someone’s fund buying from someone’s fund and everyone is taking a little bit off the top and at the end it costs too much. It doesn’t make sense.
Amal: Yes, you’ll have less media. It goes back to the biggest advice I can give, which may be obvious – understand the client’s KPI. Don’t be afraid to challenge your client if ever they come up with unreasonable KPIs. Because that’s going to dictate the optimizations you do, and if you don’t have a correct KPI or an achievable one, well then are you blocking everything? What are your steps here?
Marc: Yep.
Amal: I think understand your target audience but also don’t be afraid to challenge your client on the KPI if it doesn’t make sense. And taking the time before you launch the campaign to hey is my KPI relevant? Does it work? Is it achievable? Don’t be afraid to run numbers.
We’re traders, we love numbers and data. Be realistic about what you can achieve with a campaign given the budget and the target the client wants to achieve. If you think you cannot, you may need to invest more in upper funnel to fuel your lower funnel strategy [for example] and that’s how you’re going to reach your KPI, but don’t be afraid to tell your client this is not achievable.
Marc: Yeah, there’s education to be done.
Amal: Yes.
Marc: Because a lot of the advertisers we see enter the programmatic space come from Google ads and Facebook ads.
Amal: Yes.
Marc: They’re used to bottom-of-funnel KPIs, right? Like they’re used to measuring last click return on ad spend or hard CPA again based on last click, or maybe some attribution model. A lot of them are very oriented toward bottom-funnel metrics and they use those metrics for top-of-funnel campaigns. Awareness campaigns.
Amal: Yes.
Marc: And that’s often where things break down when they don’t understand what they’re trying to do – to reach more people or to create awareness for their company. The KPIs attached to that cannot be a hard CPA for this specific investment because that investment is going to influence things at the bottom of the funnel of course but with a more holistic approach.
Amal: Exactly, and ensuring that your client understands that, and don’t be afraid to have “hard” conversations. At the end of the day, managing expectations is in the client’s best interest. And we have the client’s best interest in mind all the time, not only at Klever but traders in general.
Image Credits
Feature Image: Unsplash/Melanie Deziel
Image 1: Via Publift
Image 2: Property of Klever Programmatic. Do not reproduce.
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Klever Programmatic, Inc- Privacy Notice
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- to object to processing of your personal data for direct marketingor for certain other purposes
- to restrict our processing of your personal data in certaincircumstances
Consumers who are resident in US states such as California, Colorado, Virginia, Connecticut, Utah, Texas, Florida, Oregon, and Montana (and others in the future) may have additional rights under state privacy legislation. Depending on the particular provisions of such local laws, you may have some or all of the following rights:
- to have inaccurate data corrected
- to access and know what personal information we collect and hold, from which types of sources it was obtained, for what purposes, and the types of third parties it is shared with
- to optout of sales or sharing of personal information
- to request deletion of personal information that we collected from you
- to limit use of sensitive information
- to not be discriminated against for exercising your rights (e.g. we would not deny you goods or services, charge you a different price, or provide you a different level of quality).
Where our use or communication of your data is based on your consent, then you can always withdraw that consent (but any processing that took place before withdrawal will still be legal).
If you wish to exercise any of your legal rights, or have another issue or inquiry, it may be easiest to contact the publisher or media provider to whom you originally gave your consent. In other cases, please contact us using the details in this Notice and we will help as far as possible. Please note that we may ask you to verify your identity before acting on your request. If you believe that we have not respected your rights then you may also have a right to challenge our compliance before the supervisory authority in your country.
12. Additional Information For California Consumers
12.1 Personal Information Collected in the past 12 months
Category
Examples
Source
Business or Commercial Purpose
Categories of third parties disclosed to
Identifiers
Unique personal identifier, online identifier, Internet Protocol address (e.g. device and cookie IDs)
From ads
From our customers From third party data providers
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
Providing and improving our services which include ad targeting and performance measurement
- Our customers
- Our data hosting and storage providers
- Our providers of advertising technology and services such as demand side providers,
data management platforms, and ad networks
- Our data processing service providers (for purposes such as analytics, database management, customer support)
Commercial information
Records of products or services purchased, obtained, or considered, or other purchasing or consuming histories or tendencies (e.g. sites visited, apps used, searches, views, clicks, and purchases)
As above
As above
As above
Internet or other electronic network activity information
Information regarding interactions with ads, websites and applications (e.g. sites visited, apps used, searches, views, clicks, and purchases)
As above
As above
As above
Geolocation Data
Approximate geolocation from information provided by a device (e.g. IP address)
As above
As above
As above
Sensitive personal information
Information concerning a consumer’s health (where permitted); precise geolocation
As above
As above
As above
Professional or employment-related information
Contact information used for managing and transacting with business contacts (e.g. customers and suppliers)
From individuals directly, e.g. via correspondence, chat, telephone, or web forms. From events and online and offline networking. From private and public sources such as websites and trade directories.
Promoting and managing our business
- Our data processing service providers (for purposes such as analytics, database management, email management, customer support)
- Our other group companies
12.2. Personal Information Sold or Shared in the past 12 months
We have sold and/or shared (with our customers) the following categories of personal information in the past 12 months: (a) Identifiers; (b) Commercial information; (c) Internet or other electronic network activity information; (d) Geolocation Data; (e) Inferences; and (f) Sensitive Personal Data.
12.3. Personal Information disclosed for a business purpose in the past 12 months
We have disclosed the following categories of personal information for a business purpose in the past 12 months: (a) Identifiers; (b) Commercial information; (c) Internet or other electronic network activity information; (d) Geolocation Data; (e) Inferences; (f) Sensitive Personal Data; and (g) Professional or employment-related information.
These business purposes comprise:
- Auditing related to counting ad impressions to unique visitors, verifying positioning and quality of ad impressions, and auditing compliance with this specification and other standards.
- Helping to ensure security and integrity.
- Debugging to identify and repair errors that impair existing intended functionality.
- Performing services on our behalf, including maintaining or servicing accounts, providing customer service, processing or fulfilling orders and transactions, verifying customer information, processing payments, providing financing, providing analytic services, providing storage, or providing similar services on our behalf.
- Undertaking internal research for technological development and demonstration.
- Undertaking activities to verify or maintain the quality or safety of our Services, and to improve, upgrade, or enhance our Services.
Last updated: July 2024
Privacy - Privacy Notice
1. INTRODUCTION
Klever provides trading desk services to support our customers in buying, managing, and optimizing data-driven digital advertising campaigns across multiple platforms, devices and formats. In providing these services we may process your data if you are a user or potential user of our customers’ products, services, websites or media, or if you are or work for one of our customers or other business contacts.
This Privacy Notice explain show Klever uses and protects personal data and information. Klever is committed to respecting all applicable privacy laws and ensuring your data is secure. This Notice does not apply to our processing of data of Klever employees or employment candidates, which will be communicated separately.
Klever may change this Notice from time to time by updating this page. You should check back to ensure that you are up to date with any changes.
2. WHO WE ARE
The entity that takes decisions regarding why and how your personal information is processed (also referred to as a “Data Controller”) is:
Klever Programmatic, Inc.(“Klever”) (incorporated in Canada)
6000 Boulevard Rome, Suite410
Brossard, Québec J4Y 0B6
Canada
We have appointed our Chief Operating Officer as our Privacy Officer to oversee our data processing compliance and to be a point of contact for inquiries, who may be reached at the above addresses.
3. CATEGORIES OF DATA THAT WE PROCESS
A. Internet and media users: In providing our advertising-related services we may have access to data generated by publishers or advertisers from viewers of their websites, apps, connected televisions, or other media. We ourselves do not collect this data, but this data may be disclosed to us by customers or advertising technology partners who work with us on advertising campaigns.
In general, this information relates to online behavior and does not contain real life names or addresses orany other information that could allow anyone directly to identify or contact a particular person. Information we receive may include the following:
● cookie IDs
● device IDs
● advertising IDs (such as mobile advertising IDs)
● mobile device usage data (such as apps used)
● browser and device type, version and settings (“user agent”)
● IP addresses that reveal approximate location of the device
● webpage browsing information e.g. urls visited or searched
● interactions with ads (e.g. views, clicks, purchases)
● advertising bid requests
● profile data, including likely characteristics, interests or intentions, which either we infer from the above information or is provided to us by customers and partners.
B. Business contacts: If you or your employer is a Klever customer (or potential customer), or one of our suppliers (or potential suppliers), an investor or potential investor, or other business contact, then we will need to collect certain personal contact information in connection with our relationship with you. This information may also come from our third party marketing partners. This may include:
● your name
● company name
● position
● professional qualifications or interests
● mailing address
● web address
● telephone numbers
● e-mail addresses
● details of products and services, and
● information provided to us in the course of correspondence with you (e.g. by email, phone, or online messaging).
4. PURPOSES FOR WHICH WE PROCESS DATA
We collect and use personal data for the following purposes:
A. Internet and media users
● personalizing, targeting and delivering ads
● limiting the number of times ads are seen
● measuring effectiveness and viewability of ads
● measuring clicks, purchases or other actions
● keeping records, reporting to customers and billing for ad campaigns
● making links between devices that might relate to the same users
● preventing fraud or invalid activities.
In Canada, the EU/EEA and UK our legal basis for this data use is your consent, which the relevant publisher or brand needs to have obtained from you in accordance with local laws. You can manage your consents as set out in Section 9.
B. Business contacts
● setting up, renewing, updating, and managing your or your organization’s contract or account with us
● billing and collections for services we provide
● making payments for products and services supplied to us
● evaluating new services and products
● investor relations
● recordkeeping, accounting and meeting other legal requirements
● managing, improving and expanding our business and resources
● communicating with you and managing our relationship with you
● answering inquiries including email, telephone, and chat conversations with sales and customer support staff
● responding to customer services requests
● organizing events such as webinars
● sending promotional communications and offers
● sending PR or company information (e.g. if you are a journalist or influencer)
● asking for feedback on our products and services
● understanding visitors’ navigation on our websites to understand trends and user interests and requirements.
In the EU/EEA and UK our legal basis for this data use is compliance with our legal obligations, performance of our contracts, or our legitimate interests which are compatible with your interests and rights. In Canada our legal basis for this data use is where possible your consent, which may be express or implied in accordance with local laws.
5.MEANS OF DATA COLLECTION AND DATA SOURCES
A. Internet and media users: This data may be disclosed to us by our customers in connection with their ad campaigns, or by or through demand-side platforms (DSPs) or ad exchanges through whom we buy online advertising or receive information in relation to pricing and performance of advertising.
B. Business contacts: We obtain this information directly from you or your employer, for example through exchanging emails or business cards, industry events, online or offline net working, business directories, publicly available information such as your organisation’s website and online channels, requests for proposals, or in-person meetings. In addition, if you visit our website, we may collect data using cookies and similar technologies.
6. RECIPIENTS AND INTERNATIONAL TRANSFERS
Our corporate headquarters is located in Brossard, Québec, Canada. Your personal information may be stored and processed in any country where we have facilities or service providers that we work with, e.g. for audience measurement, secure hosting, data storage, ad exchanges and DSPs.
We also provide data to ourcustomers in relation to their campaigns and contracts with us in order toensure proper billing and improve future campaigns.
Where we send data originating from the EU/EEA, the UK, or Switzerland internationally (other than to Canada or other places that are officially regarded as having adequate data protection laws), we put in place safeguards designed to ensure that data is processed in a way equivalent to the rules applicable under the EU and UK General Data Protection Regulations. These may include standard contract clauses for data transfers as approved by the European Commission or other supervisory authorities. A copy of these safeguards may be made available if we receive a valid request. When transferring data outside Québec or Canada, we will do so where we have assessed any privacy impact and concluded that the data will receive adequate protection.
Occasionally we may receive are quest from a government, law enforcement agency or regulator requesting data from us, and we would normally comply with such request without having to notify you.
7. DATA RETENTION PERIODS
We only retain data for as long as necessary for the purpose for which the data was collected. So we will retain your account data for at least the time that you or your organization has an account or contract with us. If you have subscribed to a newsletter or other communications, we will keep your contact details until you unsubscribe.
We retain device IDs and related data for up to eighteen months for billing and service management purposes. Aggregated and anonymized or statistical data may be retained for a longer period for reporting, testing, tax or legal reasons.
8. SECURITY
Once the retention periods are reached and data is no longer required, such data is anonymized so that it does not relate to any identifiable person and is not used for our services.
We implement and require our third party suppliers to implement security measures, including physical, logical, contractual, and organizational safeguards, to prevent unauthorized access to, loss, misuse, or alteration of the information that we process in connection with our services. We consider these measures to be appropriate given the low levels of sensitivity of the data that we access, and in line with all applicable laws and good industry standards.
9. PRIVACY TRAINING AND GOVERNANCE
We ensure that our personnel in roles that have a need to access personal information have appropriate and recent training regarding provincial, national and international personal information protection laws and practices. We also have in place internal policies which set out our framework for the keeping and destruction of personal information, limiting its collection, use, disclosure and retention, the roles and responsibilities of staff throughout all stages of its processing, including dealing with requests and complaints from individuals, data incident response plans, and all other aspects addressed by this Privacy Notice.
10. COOKIES
A cookie is a small piece of data sent from a website and stored in a user’s web browser or device. Every time the user loads the website, the browser sends cookie information back to the server to notify the website that it recognizes the user. You can find more information about different types of cookies here.
We use cookies when you visit our websites, for the purposes of analyzing use of our websites, and improving and optimizing our websites and services.
You can remove cookies from your web browser by following the directions provided in your browser’s “help” or “settings” sections. Some cookies may be essential for using different features of certain websites, so if you clear all cookies then those features may not work as expected, or you may need to accept some cookies on your next visit. For mobile devices please review the privacy controls within your mobile operating system.
11. YOUR RIGHTS
In relation to online advertising data, there are various methods that enable you to manage consents and data use directly, without contacting publishers or media owners:
● for the USA: www.aboutads.info/choices and www.networkadvertising.org/choices
● for Europe www.youronlinechoices.com
● for Canada: youradchoices.ca/choices
● for mobile devices: http://www.networkadvertising.org/mobile-choice
● for connected TVs: https://www.networkadvertising.org/internet-connected-tv-choices/
Some of these methods may place a cookie on your device to identify you as not wanting to receive targeted ads so, if you change devices or delete cookies, you may need to repeat this process.
In addition, under international data protection laws, including the GDPR in the EU/EEA or the UK and PIPEDA in Canada, you may have various additional rights such as the following:
● to access your personal data
● to require us to correct mistakes in your personal data
● to have personal data concerning you erased (“the right to be forgotten”)
● to receive personal data which you have provided to us(“portability”)
● to object to processing of your personal data for direct marketing or for certain other purposes
● to restrict our processing of your personal data in certain circumstances
Consumers who are resident in US states such as California, Colorado, Virginia, Connecticut, or Utah (and others in the future) may have additional rights under state privacy legislation. Depending on the particular provisions of such local laws, you may have some or all of the following rights:
● to have inaccurate data corrected
● to access and know what personal information we collect and hold, from which types of sources it was obtained, for what purposes, and the types of third parties it is shared with
● to opt out of sales or sharing of personal information
● to request deletion of personal information that we collected from you
● to limit use of sensitive information
● to not be discriminated against for exercising your rights (e.g. we would not deny you goods or services, charge you a different price, or provide you a different level of quality).
Where our use or communication of your data is based on your consent, then you can always withdraw that consent (but any processing that took place before withdrawal will still be legal).
If you wish to exercise any of your legal rights, or have another issue or inquiry, it may be easiest to contact the publisher or media provider to whom you originally gave your consent. In other cases, please contact us using the details in this Notice and we will help as far as possible. Please note that we may ask you to verify your identity before acting on your request. If you believe that we have not respected your rights then you may also have a right to challenge our compliance before the supervisory authority in your country.
Last updated: 26 January 2023