The sales funnel is a fundamental concept in digital marketing, representing the journey that potential customers take from the initial point of contact to making a purchase decision. In this article, we will explore the pivotal roles that programmatic advertising, search engine marketing (SEM), and social media advertising play at different stages of this funnel.
From Clicks to Conversions: How Programmatic, Search, and Social Interact in the Sales Funnel
In the digital age, where consumer behaviors are increasingly shaped by online interactions, programmatic, search, and social have risen as powerful tools in a marketer's arsenal. Programmatic advertising is unparalleled in its ability to create brand awareness at the top of the funnel, while SEM, with its focus on user intent, excels in guiding users through the consideration stage. Social media advertising, on the other hand, fosters user engagement and encourages conversions, making it a vital component in the latter stages of the funnel.
Throughout this article, we will delve into each channel's unique strengths, discuss how they interact and complement each other, and provide real-world examples and insights to demonstrate how they can be harnessed to guide users from clicks to conversions. Let's embark on this journey to understand how these channels work in harmony to drive success in the digital marketing landscape.
The Sales Funnel Demystified
The sales funnel is a fundamental concept in digital marketing, representing the journey that potential customers take from the initial point of contact to making a purchase decision. In this article, we will explore the pivotal roles that programmatic advertising, search engine marketing (SEM), and social media advertising play at different stages of this funnel.
In the digital age, where consumer behaviors are increasingly shaped by online interactions, programmatic, search, and social have risen as powerful tools in a marketer's arsenal. Programmatic advertising is unparalleled in its ability to create brand awareness at the top of the funnel, while SEM, with its focus on user intent, excels in guiding users through the consideration stage. Social media advertising, on the other hand, fosters user engagement and encourages conversions, making it a vital component in the latter stages of the funnel.
Throughout this article, we will delve into each channel's unique strengths, discuss how they interact and complement each other, and provide insights to demonstrate how they can be harnessed to guide users from clicks to conversions.
Programmatic Advertising: Creating Awareness
The sales funnel, a cornerstone of modern marketing strategy, serves as a roadmap to understand and optimize the customer's journey. It's divided into several key stages, each playing a critical role in the path from initial interaction to conversion:
Awareness
At the top of the funnel, potential customers become aware of a product or service. This is often the first point of contact, where they encounter your brand through various channels such as advertisements, social media, or content marketing. The goal here is to catch the user's attention and introduce them to your brand or solution.
Consideration
As users move down the funnel, they enter the consideration stage. At this point, they are actively researching and evaluating their options. They may be comparing different products, reading reviews, and seeking more information. This is where your digital marketing efforts, particularly search and content marketing, come into play to provide valuable information and influence their decision-making.
Conversion
The ultimate goal of the sales funnel is to drive conversions. This could be a purchase, signing up for a newsletter, requesting a quote, or any other action that aligns with your business goals. Social media advertising, email marketing, and other targeted tactics often play a pivotal role in converting potential customers into paying customers.
In this process, digital marketing is the guiding force, steering users through each stage of the funnel by providing relevant and compelling content, maintaining engagement, and ultimately, leading them to take the desired action. Understanding the mechanics of the sales funnel and the specific contributions of programmatic, search, and social media advertising at different stages is vital for creating a successful digital marketing strategy.
Search Engine Marketing (SEM): Capturing User Intent
In the ever-evolving digital marketing landscape, Search Engine Marketing (SEM) plays a pivotal role in engaging potential customers as they progress through the sales funnel. In this section, we'll explore SEM, its components, and its unique ability to capture user intent, particularly during the consideration stage of the buying journey.
Introducing Search Engine Marketing (SEM)
Search Engine Marketing encompasses a range of strategies and tactics aimed at increasing a brand's visibility on search engine results pages (SERPs). SEM consists of two primary components:
- Search Engine Optimization (SEO)
Search engine optimization is the practice of optimizing a website to improve its ranking in organic (unpaid) search results. SEO focuses on improving the quality and relevance of web content to make it more appealing to search engines.
- Paid Search Advertising
This involves bidding on keywords in search engines like Google or Bing to have your ads displayed in relevant search results. Paid search ads appear above or alongside organic results.
Capturing User Intent
One of the key strengths of SEM lies in its ability to capture user intent, particularly during the consideration stage of the sales funnel. At this stage, potential customers are actively seeking information, comparing products, and evaluating their options. SEM helps meet these needs by providing targeted and highly relevant search results and advertisements.
For example, when a user types "best smartphone under $500" into a search engine, they are expressing a specific intent to research and potentially purchase a smartphone within a certain budget. SEM allows advertisers to precisely target such queries, ensuring that their ads appear when users are actively considering their options. This level of precision makes SEM an invaluable tool for guiding users through the consideration phase.
Effectiveness of SEM: Case Studies and Data
To highlight the effectiveness of SEM in capturing user intent and guiding potential customers through the sales funnel, consider these key statistics and case studies:
- According to a study by WordStream, businesses make an average of $2 in revenue for every $1 they spend on Google Ads.
- Case studies from companies like Amazon, eBay, and Airbnb show how SEM can significantly boost conversions and revenue when effectively integrated into a digital marketing strategy.
- SEM offers a high level of measurability, with conversion tracking and analytics tools that help advertisers understand the impact of their campaigns, allowing for continuous optimization.
In summary, SEM's ability to capture user intent and provide tailored solutions during the consideration stage makes it an essential component in guiding potential customers further down the sales funnel. In the following section, we will explore the vital role that social media advertising plays in encouraging user engagement and ultimately driving conversions.
Social Media Advertising: Encouraging Engagement and Conversions
Social media advertising has transformed the way brands interact with their audiences, facilitating engagement and driving conversions at crucial stages of the sales funnel. In this section, we will explore the role of social media advertising, how it fosters user engagement, and its effectiveness in spurring conversions.
The Role of Social Media Advertising in the Sales Funnel
Social media advertising is instrumental at various stages of the sales funnel. It can:
- Nurture Prospects: In the early awareness stage, social ads introduce potential customers to your brand, creating a bridge between brand recognition and consideration.
- Encourage Engagement: As users move into the consideration stage, social media platforms provide opportunities for interaction. Here, you can foster engagement, respond to inquiries, and offer valuable content to potential customers.
- Drive Conversions: Social media advertising excels in the later stages of the funnel by showcasing products, offers, and personalized content to encourage conversions, be it making a purchase, signing up for a newsletter, or any other desired action.
Facilitating User Engagement and Conversions
Social platforms offer unique engagement features such as likes, comments, shares, and direct messaging, providing brands with a means to interact directly with their audience. This engagement fosters trust and connection with potential customers.
Moreover, social media's powerful targeting capabilities allow you to reach a highly specific audience based on demographics, interests, and behaviors. This precision ensures that your ads are presented to users who are more likely to convert, enhancing your chances of driving meaningful actions.
Successful Social Media Ad Campaigns
To illustrate the effectiveness of social media advertising in encouraging user engagement and driving conversions, consider these examples:
- The Airbnb "Live There" campaign utilized Facebook and Instagram to promote unique travel experiences, resulting in a significant boost in user engagement and bookings.
- The "Share a Coke" campaign by Coca-Cola leveraged personalization and user-generated content on social media, leading to increased brand engagement and product sales.
- Many e-commerce businesses, such as fashion brands like Zara, have successfully used Instagram Shopping to showcase products and encourage direct purchases, providing a seamless path from social media browsing to conversion.
These examples showcase how social media advertising can be a potent force in driving user engagement and conversions, making it an indispensable component in the digital marketing mix. In the next section, we will explore how these three channels—programmatic, search, and social—interact to guide users through the sales funnel and create a unified customer journey.
Synergy in Action: How These Channels Collaborate
In digital marketing, the real magic happens when programmatic, search, and social advertising channels work in harmony to create a seamless customer journey through the sales funnel. In this section, we'll explore how these channels can effectively collaborate to drive users from awareness to conversion, providing examples of coordinated campaigns and emphasizing the importance of cohesive messaging and data sharing.
The Power of Collaboration
Coordinated Targeting: One of the fundamental ways these channels collaborate is through data sharing. Information gathered through programmatic advertising can inform the targeting strategies of search and social campaigns, ensuring that advertisements are reaching the right audience at the right time.
Sequential Messaging: Brands can orchestrate sequential messaging across these channels. For instance, programmatic advertising can introduce users to a brand, search can provide in-depth information, and social media can foster engagement and encourage conversions. Each step complements the previous one, guiding users seamlessly.
Examples of Coordinated Campaigns
Brand Consistency: A coordinated campaign might involve programmatic ads that introduce a brand, followed by search ads that provide detailed product information. Social media advertising can then reinforce the message through content and testimonials. This cohesive approach ensures a consistent and compelling narrative throughout the customer journey.
Remarketing Strategies: Programmatic ads can target users who have visited a website but didn't convert, while search and social can continue the conversation by presenting tailored messages or offers. This retargeting strategy enhances the chances of converting "warm" leads.
Importance of Cohesive Messaging and Data Sharing
Brand Trust: A consistent message across these channels builds trust and recognition. Users are more likely to engage and convert when they encounter a brand that provides a unified and trustworthy experience.
Data Synergy: Sharing data between channels enables a 360-degree view of user behavior. Insights gathered from one channel can be used to optimize campaigns in another, enhancing targeting and personalization.
The synergy between programmatic, search, and social dvertising creates a comprehensive and cohesive customer journey. It's not just about using these channels individually, but about their interconnectedness in guiding users through the sales funnel. Understanding this collaboration is essential for modern marketers looking to maximize their digital marketing efforts. In the following section, we'll explore the importance of cross-channel attribution in measuring success and optimizing these efforts.
Cross-Channel Attribution: Measuring Success
In the complex landscape of digital marketing, where programmatic, search, and social advertising channels often work in tandem, measuring success accurately becomes a critical challenge. Cross-channel attribution is the key to understanding how these channels collectively influence conversions and user journeys. In this section, we'll explore the necessity of cross-channel attribution, discuss tools and methods for unified measurement, and share industry insights and best practices.
The Need for Cross-Channel Attribution
Holistic Insight: Individual channel metrics can provide valuable data, but they often lack the broader context. Cross-channel attribution is essential to see the complete picture of a customer's journey, including the touchpoints they encountered along the way.
Budget Optimization: Accurate attribution allows marketers to allocate budgets effectively, focusing resources on the channels and strategies that contribute the most to conversions.
User Experience Enhancement: Understanding how users interact with multiple channels can lead to a more seamless and engaging customer experience. This, in turn, can boost retention and customer loyalty.
Tools and Methods for Unified Measurement
Multi-Touch Attribution Models: These models assign value to various touch points along the customer journey. Examples include linear attribution, time decay attribution, and position-based attribution, each giving insight into how different channels contribute.
Marketing Attribution Software: Utilizing specialized software platforms can help streamline the process of gathering and analyzing data from multiple channels. Popular tools include Google Analytics, Adobe Analytics, and attribution-specific platforms like Attribution.
Data Integration: Combining data from programmatic, search, and social channels is essential. This requires a unified data strategy that integrates information from various sources into a single view.
Industry Insights and Best Practices
Customize Attribution Models: Industry-specific customer behaviors and touchpoints may warrant the creation of custom attribution models. Tailor your attribution approach to reflect the unique characteristics of your market.
Continuous Testing: Attribution models should evolve over time. Regularly test and refine your approach to adapt to changing customer behavior and emerging marketing trends.
Collaboration: Ensure that teams managing programmatic, search, and social advertising work collaboratively. Aligning strategies and sharing insights is key to optimizing cross-channel attribution.
Cross-channel attribution not only measures the impact of programmatic, search, and social advertising but also guides future campaigns and budget allocation. It's a crucial component of a successful digital marketing strategy, helping marketers understand how their efforts across these channels contribute to overall success
Budget Allocation: Balancing the Mix
Balancing your marketing budget across programmatic, search, and social channels is crucial to maximizing your brand's reach and impact. Here's a concise guide to help marketers allocate their budgets effectively while remaining flexible in the face of changing circumstances.
1. Programmatic Advertising: Consider allocating a significant portion of your budget to programmatic advertising. Programmatic's data-driven approach offers precise targeting and efficient spending. Start with a base budget and adjust it based on the performance and outcomes of your programmatic campaigns.
2. Search Advertising: Search engine advertising (e.g., Google Ads) remains a fundamental channel for capturing users actively searching for your products or services. Allocate a portion of your budget here, focusing on high-value keywords and optimizing your ad campaigns for relevancy.
3. Social Media Advertising: Social media platforms (e.g., Facebook, Instagram, LinkedIn) provide opportunities to engage with a wide audience. Allocate a portion of your budget to social advertising, with an emphasis on creating engaging and shareable content. The allocation can vary based on your target audience's presence on these platforms.
4. Flexibility is Key: Circumstances can change, and campaigns may need adjustments. Maintain flexibility in your budget allocation to respond to shifting market dynamics, seasonal trends, or the performance of specific channels.
5. Budget Optimization: Continuously monitor the performance of each channel. Use data and analytics to identify where your budget is most effective. Shift resources to the highest-performing channels and tactics to maximize ROI. Regularly review and optimize your budget allocation strategy to adapt to evolving consumer behavior and market conditions.
In today's dynamic marketing landscape, a balanced budget allocation strategy that embraces programmatic, search, and social advertising while remaining adaptable is essential. By monitoring performance and optimizing your spending, you can ensure your marketing efforts are both efficient and effective.
Final Thoughts: Pairing Programmatic with Search and Social
The effectiveness of programmatic advertising in enhancing brand visibility and driving sales cannot be overstated. As you explore the dynamic landscape of modern marketing, we invite you to unlock the full potential of programmatic advertising with Klever Programmatic. With our expertise, data-driven precision, and cutting-edge strategies, we're ready to elevate your brand's success. Let's take your marketing to the next level—partner with Klever Programmatic today.
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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