The Future of Sustainable Digital Marketing: Strategies for Success
In today's rapidly evolving world, sustainability has emerged as a critical concern, touching every aspect of our lives. From climate change and resource scarcity to social justice and ethical consumption, individuals and organizations are increasingly recognizing the need for sustainable practices. As sustainability becomes more integral to our values and decision-making, it naturally extends to the realm of marketing. In this article, we will explore the concept of sustainable marketing, its significance in the business landscape, and the strategies and tools that can help organizations effectively incorporate sustainability into their marketing practices.
What is Sustainable Marketing?
Sustainable marketing, also known as green marketing or eco-marketing, is an approach to marketing that integrates principles of sustainability into various business practices and strategies. It involves promoting products, services, and brands in a way that minimizes negative environmental and social impacts while delivering long-term value to consumers, society, and the planet.
At its core, sustainable marketing goes beyond traditional marketing objectives of driving sales and profitability. It recognizes the interconnectedness of economic, environmental, and social systems and aims to balance the interests of all stakeholders involved. The key idea is to create value not only for customers but also for the environment and society as a whole.
Sustainable marketing encompasses a range of principles and practices that drive ethical, responsible, and transparent marketing efforts. These include:
Environmental Responsibility: Sustainable marketing strives to minimize environmental harm by promoting products and services that have a reduced carbon footprint, conserve resources, and encourage sustainable consumption. It involves adopting eco-friendly production processes, using renewable materials, reducing waste generation, and implementing energy-efficient practices.
Social Responsibility: In addition to environmental considerations, sustainable marketing addresses social issues such as labor rights, fair trade, diversity, and community engagement. It emphasizes the well-being and empowerment of individuals and communities impacted by business operations.
Ethical Practices: Sustainable marketing promotes transparency, honesty, and integrity in all marketing communications and interactions with consumers. It seeks to build trust by providing accurate and reliable information about product sustainability, origins, and impacts. It also discourages deceptive practices such as greenwashing, where companies make false or exaggerated sustainability claims.
Lifecycle Thinking: Sustainable marketing takes a holistic approach by considering the entire lifecycle of a product or service, from design and sourcing to production, distribution, and disposal. It encourages businesses to optimize each stage to minimize environmental and social impacts, including energy consumption, waste generation, and social inequalities.
Stakeholder Engagement: Sustainable marketing recognizes the importance of engaging with various stakeholders, including customers, employees, suppliers, communities, and investors. It involves actively listening to their needs and concerns, incorporating their feedback into decision-making processes, and fostering collaboration to drive sustainable change.
Importance of Sustainability in Marketing
The integration of sustainability into marketing is no longer just an option for businesses; it has become an imperative. Consumers today are more conscious and discerning, seeking out brands that align with their values and demonstrate a commitment to environmental and social responsibility. A recent study by Nielsen found that 73% of global consumers are willing to change their consumption habits to reduce their environmental impact. Moreover, millennials and Gen Z, the largest consumer segments, are particularly drawn to purpose-driven brands that prioritize sustainability. By adopting sustainable marketing practices, companies can not only attract and retain these environmentally and socially conscious consumers but also differentiate themselves from competitors and build long-term brand loyalty.
Integrating Sustainability into Marketing Strategies
To effectively integrate sustainability into marketing strategies, it is crucial to understand the values and preferences of the target audience regarding sustainability. This involves conducting market research, surveys, and customer segmentation to gain insights into their attitudes, behaviors, and motivations related to sustainability. By identifying their sustainability values, businesses can tailor their marketing messages and offerings to resonate with their target audience.
Communicating Sustainability through Branding and Messaging
Effectively communicating sustainability initiatives and values is crucial in sustainable marketing. Businesses should integrate sustainability into their brand identity, mission, and messaging. This can be achieved through clear and consistent branding that highlights the company's commitment to sustainability and its positive impact on society and the environment. Brands should communicate their sustainability efforts transparently, providing accurate and credible information about their initiatives, certifications, and progress towards sustainability goals.
In addition to branding, messaging plays a vital role in sustainable marketing. Companies should craft compelling messages that resonate with consumers' sustainability values and aspirations. This involves emphasizing the environmental and social benefits of the products or services, showcasing the positive change consumers can make by choosing sustainable options, and inspiring them to be part of a larger sustainability movement. By aligning their messaging with consumer values, businesses can build stronger connections with their target audience and drive sustainable purchasing behaviors.
Sustainable Marketing Tools and Tactics
There are a number of strategic approaches to take when it comes to creating a sustainable marketing strategy. Businesses should incorporate strong content marketing, social media marketing, and data-driven marketing. Let’s dive into each one.
Content Marketing for Sustainability
Content marketing serves as a powerful tool for sustainable marketing, allowing businesses to educate, engage, and inspire consumers. By leveraging various content formats and platforms, businesses can effectively communicate their sustainability initiatives and values while providing valuable information to their target audience.
Social Media Marketing for Sustainability
Social media platforms provide a vast and accessible space for businesses to reach and engage with a wide audience. Leveraging social media for sustainable marketing enables businesses to share their sustainability initiatives, connect with environmentally conscious consumers, and foster meaningful conversations around sustainability topics. Collaborating with eco-conscious influencers is another way to amplify the brand's sustainable messaging and engage a larger audience.
Personalization and Data-driven Marketing for Sustainability
Personalization and data-driven marketing have become integral components of successful marketing strategies. When applied to sustainability initiatives, these approaches enable businesses to better understand consumer preferences, create targeted campaigns, and measure the effectiveness of sustainability efforts.
Examples of Successful Sustainable Marketing Campaigns
Patagonia's "Don't Buy This Jacket" Campaign
Patagonia, the outdoor clothing and gear company, launched a notable sustainable marketing campaign in 2011 called "Don't Buy This Jacket." The campaign aimed to raise awareness about the environmental impact of consumerism and encourage conscious consumption.
In the campaign, Patagonia placed full-page ads in The New York Times featuring one of their jackets with the headline "Don't Buy This Jacket." The ad explained the environmental costs associated with the jacket's production and encouraged consumers to think twice before making a purchase. Instead of promoting mindless consumption, Patagonia emphasized the importance of reducing, reusing, and recycling.
The campaign received significant attention and sparked discussions about the environmental impact of the fashion industry. It showcased Patagonia's commitment to sustainability and transparency while inspiring consumers to make more thoughtful purchasing decisions.
The Body Shop's "Forever Against Animal Testing" Campaign
The Body Shop, a global beauty and cosmetics company, launched the "Forever Against Animal Testing" campaign in collaboration with Cruelty Free International. The campaign aimed to end animal testing in the beauty industry and promote cruelty-free alternatives.
The Body Shop encouraged consumers to sign a petition calling for a global ban on cosmetic animal testing. The company collected millions of signatures worldwide, presenting the petition to the United Nations in 2018. The campaign emphasized the brand's long-standing commitment to ethical practices and animal welfare.
Through the campaign, The Body Shop engaged its customers, raised awareness about the issue of animal testing, and positioned itself as a leading advocate for cruelty-free beauty. The "Forever Against Animal Testing" campaign showcased The Body Shop's dedication to sustainability and ethics, resonating with consumers who prioritize cruelty-free products.
Unilever's Sustainable Living Plan and Purpose-Driven Marketing
Unilever, a multinational consumer goods company, implemented a comprehensive sustainability strategy known as the Sustainable Living Plan. This plan aimed to improve the company's environmental footprint, enhance livelihoods, and promote sustainable practices across its brand portfolio.
Unilever embraced purpose-driven marketing to communicate its sustainability initiatives to consumers. For example, the company launched various campaigns focused on sustainable sourcing, waste reduction, and social impact. One notable campaign was Dove's "Real Beauty" campaign, which challenged traditional beauty standards and encouraged positive self-image among women.
Through purpose-driven marketing, Unilever effectively communicated its commitment to sustainability and engaged consumers on a deeper level. The Sustainable Living Plan and purpose-driven campaigns demonstrated Unilever's efforts to integrate sustainability into its business practices and contribute to positive social and environmental change.
Overcoming Challenges in Sustainable Marketing
Sustainable marketing is not without its challenges, but by addressing them head-on, businesses can navigate these obstacles and succeed in their sustainability efforts.
Greenwashing and the importance of authenticity
One significant challenge is the phenomenon of greenwashing, where companies make false or exaggerated sustainability claims. To overcome this challenge, businesses must prioritize authenticity and transparency, ensuring that their sustainability initiatives are genuine and backed by concrete actions and measurable results.
Consumer skepticism and building trust
Consumer skepticism is another hurdle to overcome in sustainable marketing. Building trust is crucial to engage environmentally conscious consumers who may be wary of greenwashing or skeptical of companies' sustainability claims. Businesses can address this challenge by providing clear and credible information about their sustainability practices, certifications, and progress. Open communication, honesty, and accountability are key to building trust and establishing long-lasting relationships with consumers.
Addressing cost and resource constraints
Cost and resource constraints can also present challenges in implementing sustainable marketing strategies. Embracing sustainability may require investments in eco-friendly technologies, supply chain adjustments, or product development. To address these constraints, businesses can adopt a phased approach, starting with smaller sustainable initiatives and gradually scaling up as resources and finances allow. Collaboration with sustainability-focused partners, sharing best practices, and exploring innovative solutions can help overcome cost and resource barriers.
Collaboration and knowledge-sharing within the industry
Collaboration and knowledge-sharing within the industry are essential to overcome sustainability challenges collectively. By collaborating with industry peers, NGOs, and government bodies, businesses can share experiences, insights, and best practices. This collaboration fosters collective learning, accelerates progress, and helps establish industry-wide standards and benchmarks for sustainable marketing. By working together, businesses can overcome challenges more effectively and drive meaningful change on a broader scale.
Klever Sustainability Solutions
In a world where sustainable marketing is gaining immense traction, Klever is at the forefront of the movement, actively driving change within the digital advertising industry. Klever Sustainability Solutions is not just adapting to the new paradigm of sustainability; it's pioneering innovative strategies and partnerships to reduce its environmental footprint and set a powerful precedent for an industry in transition.
Klever Green Labs: Innovating for Sustainability
At the heart of Klever's sustainability initiatives lies Klever Green Labs, an innovation center dedicated to the advancement of sustainable advertising practices. Within this cutting-edge initiative, Klever commits to the thoughtful utilization of technology. By balancing the computational power behind programmatic advertising with the people powering results-driven ad delivery, Klever aims to create an advertising solution that efficiently utilizes technology while prioritizing the planet.
Sustainable Ads: A Greener Approach
One of the cornerstones of Klever's sustainable advertising strategy is the development of Sustainable Ads. Unlike traditional advertising that heavily relies on data-driven targeting, Sustainable Ads focus on relevant content and user intent, minimizing the need for extensive data processing and real-time bidding—two energy-intensive processes in digital advertising.
By streamlining the ad delivery process, Klever significantly reduces server workloads, resulting in lower energy consumption in data centers. This commitment extends beyond mere rhetoric, as Klever measures the footprint of all advertising campaigns. Additionally, it offers an optional Scope3 impact report, providing transparency to advertisers regarding the environmental impact of their campaigns. Furthermore, Klever optimizes site traffic and creates zero-emission green Private Marketplace (PMP) options, emphasizing its dedication to sustainable practices.
The Klever Grid: Optimizing Efficiency
Klever's sustainability commitment extends to its internal systems used for programmatic advertising, where innovation is geared toward efficiency. One standout component is The Klever Grid, a proprietary intelligence engine that leverages historical and trend data to create pre-optimized campaigns. It also employs artificial intelligence to continuously optimize ongoing campaigns and provides real-time insights into their performance, contributing to the broader initiative of sustainable programmatic advertising. Learn more about the role of AI and machine learning in sustainable programmatic advertising.
By delivering ads to the right people at the right time, The Klever Grid reduces the number of ad impressions needed to achieve desired results. This optimization not only minimizes wasted ad spend but also significantly reduces the energy consumption associated with serving unnecessary ads, making it a critical aspect of Klever's sustainable advertising ecosystem.
The Road Ahead for Klever
Klever's commitment to sustainability in the digital advertising industry represents a significant leap forward in the quest for environmentally conscious marketing practices. As climate change and environmental responsibility continue to be central concerns for society, Klever's innovative strategies, partnerships, and dedication to sustainability offer a blueprint for other companies seeking to embrace responsible marketing practices.
In the ever-evolving landscape of sustainable marketing, Klever stands as a beacon of progress, demonstrating that it is possible to deliver effective digital advertising while minimizing the environmental impact. Through initiatives like Klever Green Labs, Sustainable Ads, and The Klever Grid, Klever is not just an industry participant; it's a leader in forging a more sustainable and responsible path forward for digital advertising.
In conclusion, Klever's commitment to sustainability isn't merely a nod to a trend; it's a dedicated effort to reshape the digital advertising industry for the better. With innovation at its core and sustainability as its guiding principle, Klever paves the way for a future where advertising not only serves businesses' interests but also contributes to a greener, more sustainable planet. As Klever's journey continues, it reminds us that sustainability and profitability can coexist, setting a compelling example for businesses across industries. Contact us to learn how to incorporate sustainability into your digital marketing strategies.
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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