The Power of CTV Retargeting: Boosting Engagement and Conversions
In recent years, "Connected TV" or CTV has surged to the forefront of digital advertising. This article delves into CTV retargeting, a potent strategy reshaping the advertising landscape. We'll start by defining CTV, exploring its rapid growth, highlighting the essential role of retargeting, and laying out our goal: to uncover the potent synergy between CTV and retargeting. Along the way, we'll offer strategies, best practices, and insights aimed at enhancing engagement and driving conversions, equipping marketers and advertisers with a deep understanding of how this dynamic duo can supercharge digital campaigns.
Definition of CTV (Connected TV)
Connected TV, often abbreviated as CTV, refers to the convergence of television and the internet, resulting in a dynamic viewing experience that extends beyond traditional cable and satellite broadcasting. Unlike the traditional linear TV model, CTV is delivered via internet-connected devices, including smart TVs, streaming media players (e.g., Roku, Apple TV), gaming consoles, and even mobile devices. This convergence allows viewers to access a vast array of content, both on-demand and live, through apps and streaming services, such as Netflix, Hulu, Amazon Prime Video, and YouTube, among others.
The Rise of CTV Advertising
The ascent of CTV advertising is nothing short of remarkable. As more consumers cut the cord on traditional cable and satellite TV subscriptions in favor of streaming services, advertisers have recognized the enormous potential of reaching their target audiences through CTV. The proliferation of CTV devices and the growth of streaming platforms have created a vast ecosystem ripe for digital advertising. In this article, we will explore the trends and statistics that underline the increasing importance of CTV advertising in today's marketing landscape.
Importance of Retargeting in Digital Advertising
In the world of digital advertising, where competition for consumers' attention is fierce, retargeting has emerged as a critical strategy. Retargeting, also known as remarketing, involves targeting individuals who have previously interacted with a brand or visited their website. It allows advertisers to re-engage potential customers who may have shown initial interest but did not convert into buyers. Understanding the significance of retargeting and its various applications in the digital realm is essential to comprehending its role in the context of CTV advertising.
What is CTV?
In the ever-evolving landscape of media consumption, understanding the essence of Connected TV (CTV) is pivotal for advertisers and marketers. CTV represents a significant departure from traditional television, and it thrives on a diverse array of devices and platforms.
CTV vs. Traditional TV: A Paradigm Shift
Connected TV marks a fundamental shift away from the traditional television model. In contrast to cable or satellite TV, CTV relies on internet connectivity to deliver content. This means that viewers can access a vast spectrum of content choices not limited to scheduled programming. Instead, CTV offers a wide selection of apps and streaming services that allow viewers to watch what they want, when they want it. This shift has reshaped the way audiences engage with television content, offering greater flexibility and choice.
CTV Devices and Platforms
The CTV ecosystem is incredibly diverse, encompassing a multitude of devices and platforms. Viewers can access CTV content through smart TVs, which come with built-in streaming capabilities, as well as through external devices like streaming media players (e.g., Roku, Apple TV), gaming consoles, and even mobile devices. Each of these devices connects users to a variety of CTV platforms, including popular streaming services like Netflix, Hulu, Amazon Prime Video, YouTube, and more. This rich tapestry of devices and platforms offers advertisers a dynamic landscape to engage with their target audiences, but it also presents unique challenges in terms of content delivery and ad placement. Understanding this ecosystem is crucial for crafting effective CTV advertising strategies.
The growth of CTV viewership
The rise of Connected TV (CTV) has been nothing short of meteoric, with statistics and trends highlighting its ascendance as a dominant force in the media landscape.
Explosive Growth
Over the past decade, CTV has witnessed exponential growth in viewership. According to recent statistics, the number of CTV users has surged, with millions of households adopting CTV devices and platforms. This growth trajectory is indicative of a broader shift in consumer preferences toward on-demand and internet-based television content.
Cord-Cutting Phenomenon
A significant contributing factor to CTV's rise is the cord-cutting phenomenon, where consumers are opting out of traditional cable and satellite TV subscriptions in favor of more flexible and cost-effective streaming services. This trend has been especially pronounced among younger demographics, contributing to the expanding CTV user base.
Multi Screen Viewing
CTV viewership isn't limited to the living room. Viewers are increasingly engaging with CTV content across multiple screens, including smartphones and tablets. This multiscreen approach allows advertisers to reach audiences wherever they are, making CTV a versatile and impactful advertising channel.
Ad-Supported Models
Many CTV platforms operate on ad-supported models, offering free or low-cost access to content in exchange for advertising. This has further fueled CTV's popularity among cost-conscious viewers and provided advertisers with valuable opportunities to connect with their target audiences.
Content Diversity
CTV's content library continues to expand, with a diverse range of genres, shows, and movies available to viewers. This diversity not only caters to a broader audience but also offers advertisers the chance to tailor their messaging to specific content genres and viewer interests.
As we delve deeper into the world of CTV advertising, understanding these statistics and trends is crucial for crafting effective strategies that harness the power of CTV's growing viewership.
The challenges of CTV advertising
While the growth of Connected TV (CTV) advertising has been remarkable, it's not without its unique set of challenges that advertisers must navigate. Three prominent challenges include ad fraud, ad blocking, and audience fragmentation.
Ad Fraud and Viewability
CTV advertising faces its share of ad fraud and viewability concerns. Advertisers must remain vigilant in ensuring that their ads reach genuine viewers and are displayed in a viewable format. The dynamic and evolving nature of CTV content delivery can pose challenges in verifying ad placements, making it essential to adopt robust ad verification techniques.
Ad-Blocking
Ad-blocking, a prevalent phenomenon in digital advertising, is also a challenge in the CTV space. Viewers increasingly seek ad-free or ad-light experiences, which can impact the effectiveness of CTV advertising. Advertisers must strategize to engage audiences effectively, considering the presence of ad-blockers and exploring formats that resonate with viewers in an ad-resistant environment.
Audience Fragmentation
The CTV ecosystem is characterized by audience fragmentation across various devices and platforms. Advertisers need to grapple with the diversity of CTV viewership, where audiences are spread across different streaming services and devices. This fragmentation poses challenges in delivering cohesive and consistent advertising messages. However, it also presents opportunities for precise targeting and tailored campaigns.
Navigating these challenges is essential for advertisers aiming to harness the full potential of CTV advertising. Strategies that address ad fraud, engage viewers effectively in an ad-blocker environment, and adapt to audience fragmentation will be pivotal in achieving success in the CTV advertising landscape.
The Fundamentals of Retargeting
Retargeting is a cornerstone of modern digital advertising, characterized by its ability to re-engage and convert potential customers who have interacted with a brand or website. In this section, we explore the fundamental aspects of retargeting.
What is Retargeting?
Retargeting, also known as remarketing, is a strategic advertising technique that focuses on reaching individuals who have previously engaged with a brand or visited a website. It allows advertisers to reconnect with users who might have shown initial interest but didn't complete a desired action, such as making a purchase. Retargeting aims to bring these potential customers back into the marketing funnel by serving them relevant ads across various digital channels.
Benefits of Retargeting
Retargeting offers several compelling benefits for advertisers. It can significantly improve conversion rates by reminding users of their initial interest and encouraging them to take action. Additionally, retargeting enhances brand visibility, builds brand loyalty, and often leads to a higher return on investment (ROI) compared to other advertising strategies. Its ability to deliver personalized messaging makes it an indispensable tool in the digital marketer's toolkit.
How Retargeting Works in Digital Advertising
Retargeting operates on the principle of tracking user behavior through cookies or pixel tags. When a user visits a website or interacts with specific content, their behavior is recorded. Subsequently, when they navigate elsewhere on the internet, retargeting platforms can display tailored ads to these users. This serves as a reminder of the brand or product they previously engaged with, increasing the likelihood of conversion.
Retargeting Strategies in Different Digital Channels
Retargeting strategies can vary across different digital channels, each with its unique characteristics and opportunities.
Web Retargeting
On the web, retargeting is commonly implemented through display ads. Advertisers use pixel tags to track users and display targeted ads as they browse other websites, reminding them of products or services they viewed.
Mobile Retargeting
In the mobile realm, retargeting leverages in-app ads and push notifications to re-engage users. This strategy aligns with the mobile-centric nature of today's digital landscape.
Email Retargeting
Email retargeting involves sending personalized follow-up emails to users who have abandoned their shopping carts or interacted with specific content. It's a highly effective way to nurture leads and encourage conversions.
Understanding the fundamentals of retargeting, its benefits, and how it operates across various digital channels is crucial for advertisers seeking to re-engage and convert potential customers effectively in the dynamic world of digital advertising.
CTV Advertising and Its Unique Challenges
Connected TV (CTV) advertising is a dynamic and evolving field, not without its unique set of challenges that set it apart from traditional television advertising. In this section, we delve into the distinctive aspects and hurdles faced by CTV advertisers.
Limitations of Traditional CTV Advertising: Traditional CTV advertising, rooted in linear broadcasting, comes with inherent limitations. Advertisers have limited control over ad delivery, targeting, and engagement. The inability to personalize content for individual viewers can result in less impactful campaigns compared to the personalized experiences offered by digital channels.
The Need for Personalized Advertising: Viewers of CTV content are accustomed to personalized experiences on streaming platforms. Advertisers must adapt to this expectation by delivering relevant and targeted advertisements. Personalization is not just a preference but a necessity in the CTV landscape, as it significantly influences viewer engagement and conversion rates.
Ad Effectiveness in the CTV Environment: Measuring the effectiveness of CTV advertisements can be challenging due to the diverse nature of the CTV ecosystem. Advertisers need to consider metrics like viewability, completion rates, and engagement to gauge ad performance accurately. Crafting ads that resonate with viewers in a CTV environment, where viewers often have more control over their content, requires careful consideration.
The Role of Retargeting in Overcoming CTV Challenges
Retargeting emerges as a powerful tool in addressing the unique challenges of CTV advertising. By re-engaging viewers who have shown interest in a brand or product but did not convert, retargeting helps bridge the gap between traditional and digital advertising, offering the personalization and engagement that CTV viewers expect. In this context, retargeting becomes instrumental in optimizing ad effectiveness and driving conversions in the CTV environment.
As CTV continues to redefine the way audiences consume content, understanding the unique challenges and the role of retargeting in addressing them is crucial for advertisers looking to leverage the full potential of CTV advertising.
Best Practices for Implementing CTV Retargeting
Implementing CTV retargeting effectively requires a strategic approach and adherence to best practices. In this section, we explore the key steps and considerations for success.
Data Collection and Analysis: First-Party Data vs. Third-Party Data
The foundation of successful CTV retargeting lies in data. Advertisers must decide whether to rely on first-party data (collected directly from their audience) or third-party data (purchased or obtained from external sources). While both have their merits, first-party data is often more reliable, as it reflects actual interactions with your brand or content. Comprehensive data analysis is essential to understand viewer behavior and preferences, enabling more effective retargeting campaigns.
Creating Audience Segments
Segmenting your audience is a critical step in CTV retargeting. Divide your audience into distinct groups based on behavior, interests, and demographics. By creating precise audience segments, you can tailor your retargeting efforts to deliver highly relevant and engaging content to each group.
Crafting Compelling Ad Creatives
The effectiveness of CTV retargeting hinges on the quality of your ad creatives. Craft compelling and visually appealing ads that resonate with each audience segment. Consider the immersive CTV environment and create content that seamlessly integrates with the viewer's experience.
Frequency Capping and Ad Sequencing
Frequency capping ensures that viewers are not bombarded with the same ads repeatedly, which can lead to ad fatigue and negative sentiment. Ad sequencing involves delivering a series of ads that tell a coherent story. These techniques help maintain viewer interest and engagement while preventing annoyance.
Measurement and Tracking
Establish clear metrics to measure the success of your CTV retargeting campaigns. Key performance indicators (KPIs) may include conversion rates, click-through rates, and return on ad spend (ROAS). Leverage analytics tools to track campaign performance in real-time, enabling data-driven adjustments and optimizations.
Compliance with Privacy Regulations (e.g., GDPR, CCPA)
Advertisers must adhere to data privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). This includes obtaining user consent for data collection and ensuring the secure handling of personal information. Compliance not only protects user privacy but also builds trust with your audience.
CTV Retargeting: Challenges and Considerations
Implementing CTV retargeting comes with its share of challenges and critical considerations that demand careful attention from advertisers.
Ad Fatigue
Ad fatigue is a genuine concern in CTV retargeting campaigns. Repeatedly showing the same ad to viewers can lead to diminishing returns and viewer annoyance. Advertisers must strike a delicate balance between retargeting effectiveness and avoiding overexposure.
Privacy Concerns
Privacy remains a paramount concern in digital advertising. Advertisers must adhere to strict data privacy regulations, obtain user consent for data collection, and ensure the secure handling of personal information. Transparent privacy practices are essential for building and maintaining trust with viewers.
Ad Placement and Timing
Effective CTV retargeting requires thoughtful ad placement and timing. Consider where and when to display retargeted ads to maximize their impact. Advertisers must align their campaigns with viewers' CTV habits, ensuring that ads are delivered at times when they are most likely to engage.
Budget Considerations
Budget considerations are fundamental to any advertising campaign. CTV retargeting may require allocation of resources for data collection, creative development, and media buying. Advertisers should set realistic budgets, considering the cost per acquisition and the potential ROI of their campaigns.
Navigating these challenges and considerations is essential for the successful implementation of CTV retargeting. Advertisers who proactively address ad fatigue, prioritize privacy, optimize ad placement, and allocate budgets wisely are better positioned to harness the full potential of this powerful advertising strategy.
Future Trends in CTV Retargeting
As technology and consumer behavior continue to evolve, the landscape of CTV retargeting is poised for exciting advancements and innovations. Here, we explore the key future trends that are shaping the future of CTV retargeting.
Emerging Technologies and Platforms
The world of CTV is constantly evolving, with new technologies and platforms continuously entering the scene. Advertisers must keep a close eye on emerging CTV platforms, such as new streaming services and devices, to stay at the forefront of this dynamic industry.
Integration with AI and Machine Learning
Artificial intelligence (AI) and machine learning are poised to revolutionize CTV retargeting. These technologies can analyze vast datasets to identify viewer preferences, optimize ad delivery, and predict when and where to serve retargeted ads for maximum impact. In addition to boosting performance, AI and machine learning support sustainability.
Enhanced Personalization and Dynamic Creative Optimization
Future trends in CTV retargeting are likely to emphasize even greater personalization. Advertisers will increasingly leverage data to deliver hyper-targeted and personalized content, ensuring that ads resonate with viewers on an individual level. Dynamic creative optimization will enable real-time adjustments to ad creatives based on viewer behavior and preferences.
Cross-Device Retargeting
The future of CTV retargeting will extend beyond the CTV screen. Advertisers will seek to engage viewers seamlessly across multiple devices, ensuring a consistent and cohesive brand experience. This cross-device retargeting will become more sophisticated, allowing advertisers to re-engage viewers across smartphones, tablets, and other digital touchpoints.
These future trends underscore the dynamic and rapidly evolving nature of CTV retargeting. Advertisers who embrace emerging technologies, harness the power of AI and machine learning, prioritize enhanced personalization, and master cross-device retargeting are poised to thrive in the evolving world of CTV advertising.
Final Thoughts: CTV Retargeting
In conclusion, the transformative power of CTV retargeting in reshaping the advertising landscape is undeniable. From rekindling viewer interest to boosting engagement and conversions, CTV retargeting offers a dynamic and effective strategy for marketers in the digital age. As we look to the future, with emerging technologies and increased personalization on the horizon, the potential for CTV retargeting continues to expand. To explore how your brand can harness the full potential of CTV retargeting, we invite you to discover Klever's cutting-edge offerings. Elevate your digital advertising game with Klever and unlock the extraordinary possibilities of CTV retargeting.
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Klever Programmatic, Inc- 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
- 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 orintentions, which either we infer from the above information or is provided tous 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 adcampaigns
- 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 chatconversations 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:
https://cookieinformation.com/what-is-a-cookie/.
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 beforgotten”)
- to receive personal data which you have provided to us (“portability”)
- 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