Three Programmatic Takeaways from the MediaPost Marketing Politics Event
Political campaigns will spend $14.38 billion on media in 2024, said MediaPost’s VP Editorial Director, Steve Smith, at MediaPost’s annual Marketing Politics conference in Washington DC last Thursday. Klever Programmatic was proud to sponsor this is a one-of-a-kind event that brings together political figures, associations, marketing teams and agencies.
The presentation discussions ranged from frequency capping to influencer marketing, TikTok, top media platforms, and everything in between. Did you know streaming video is up 8,550% since the last mid-term election in 2018?!
With more and more voters spending time online, digital platforms have become important campaigning tools, but not every candidate is wielding these to their advantage. Combine techniques with legislative changes, alongside hot-button election issues, and there is no shortage of political marketing topics to discuss. If you weren’t able to attend, don’t fret because we’ve summarized the top three takeaways from the 2023 MediaPost Marketing Politics event below.
Big Takeaway # 1: Be Online Earlier
Presentation Title
Reshuffling the Data Deck: Campaigning After Digital Depreciation
Presenters
Moderator: Steve Smith, VP, Editorial Director, Events, MediaPost
Panelist: Amanda Ach, Digital Director, Senate Majority PAC
Panelist: Michael Eisenstatt, National Digital Director for Campaigns, DCCC
Panelist: Lyman Munschauer, Former Chief Marketing Officer, NRCC
Key Points
At least one third of a candidates voting audience is online, which is a gap big enough to win or lose an election (George Logan lost by only 2500 votes to Democrat Jahana Hayes in November!), and so digital has become an essential part of a political marketers toolbox. Looking at the political marketing landscape, Democrats are doing a better job at spending on digital channels, and this is likely because their demographic is younger and spends more time online.
For those advertisers who are online, they may be waiting too long. Some candidates aren’t spending on digital until their last five weeks, which is too late. Candidates need to define themselves online before their opponents can define them. It’s not enough to put it on a news broadcast 18 months before an election – candidates have to put that message in peoples minds constantly leading up to the vote. Digital is also cheaper early on.
Advertising is changing and political marketers have to keep up. Where some platforms have taken away specific targeting capabilities, advertisers are able to overindex using zip codes (etc.) to reach these audiences. Now instead of being focused on one-to-one, marketers can get a ten-to-one, which is great because while you may be trying to target “Joe,” you’ll also have the benefit of hitting “John, Sue, and Sally.” Targeting changes have had bigger impacts on the campaign fundraising side. That said, during the latest election cycle there were so many hot button issues like the Roe decision that it made sense to broadcast messages on consumer media because these topics affect so many people.
Heavier issues can also influence creative and shotty creative also has the potential to affect a candidate’s credibility. Advertisers may want to be more black and white and less creative on topics like abortion. Creative also has to take into account digital behaviour which is shifting.
Facebook was much more important in previous election cycles than it was in the most recent one. YouTube and CTV have taken over. Programmatic is getting better outcomes than Facebook now. Match rates on programmatic media buying were 60-80% and sometimes higher (our team at Klever Programmatic typically sees match rates of 85% or higher).
Each stream of advertising needs its own content – advertisers shouldn’t just crop their 30-second format to make it fit. Shorter and more digestible content is on trend. Viewers have minutes of TV commercials traditionally, whereas on YouTube it’s 6 to 15 second ad experiences that are much shorter and often skippable, so there’s more engagement. That said, these short ad formats make it difficult to convey more complex messages. Similarly, for new candidates these short ads may not offer as much exposure as someone with brand recognition. For straightforward issues though it can be easier to send a strong message in six seconds.
Format isn’t always about length, it’s also about screen size and context. Both large and small screen formats have value for advertisers. Smaller offers a more personalized and engaging experience potentially, while larger is easier to view for longer. The actual program being viewed plays a role as well – consider a live sports game versus regular news programming.
Even though audiences can be sensitive to overly-repetitive messages, and frequency capping is a consideration, political advertisers are ultimately asking themselves how many times an ad needs to be seen before it sinks in and so repetition becomes very important. Political advertisers are very comfortable with their messaging frequency from that point of view, but of course they are also in the hands of the larger news cycle.
Big Takeaway #2 CTV Has to Be Part of One Unified Media Budget for Best Results
Presentation Title
We Want Our CTV!: Reassembling Fragmented TV
Presenters
Moderator: Justin Lamorte, Campaign Manager, Michael Bennet Campaign
Panelist: Amanda Elliott, Digital Director, Republican Governors Association
Panelist: Philip Mitchell, Director of Media, Poolhouse
Panelist: Erica Monteith, Managing Director, Senior Vice President, GMMB
Panelist: Bill Redding, Senior Vice President, Digital & Targeting Director, The New Media Firm
Key Points
Advertisers shouldn’t just check a box. They need to look at media consumption patterns and go where voters are – YouTube, Hulu, Roku…and so on. QR codes or Smart TVs also allow advertisers to be more interactive with their digital audience, but also each platform has different data regulations and procedures that adds complexity to the operational component. Some have fluctuating policies about accepting political ad content.
COVID has accelerated the shift to streaming; however, inventory has been a challenge for CTV. With highly segmented audiences, finding vendors for political ads can be difficult. YouTube doesn’t like voter data, and others won’t show ads about particular topics like guns and abortion for example. Many streaming platforms say they either don’t want to deal with the backlash of showing polarizing content or they find the content of the ads typically just too negative for their audience. Even parents don’t want to watch six gun-related ads ahead of their Disney Plus viewing experience. Political advertisers are mixing it up now by expanding partnerships, expanding YouTube buys, bringing in cable companies, and getting into platforms like Hulu where they’re allowed. Political advertisers should stop and think about their messaging strategy and overall how their campaigns make people feel where ads are shown and how frequently. When CTV first started you’d get 10 ads in a row from the same advertiser.
CTV now a key component of every media plan. To have a truly encompassed program you have to have both in one media plan. CTV, OTT and traditional TV need to be talked about in the same room, blurring that line between digital and linear. Digital is more affordable than linear TV in many ways, and you can do more with it than you can with traditional TV. Advertisers are looking for premium force-view inventory and TV can get expensive sometimes, but if there is one central budget advertisers can easily move money over to CTV when rates rise. A word of advice? Reserve your premium inventory as far in advance as possible! You can always cancel them if needed. Pricing can be more difficult however, since advertisers don’t get to know the lowest economic unit rate the way they do with linear TV, which means clients have to rely on their negotiating and buying power.
Fragmented tv is a reality and the industry has to figure this out and stay on top of how the mix changes across streaming providers. Things are changing so rapidly it can be hard to predict the landscape, so its about building up the expertise to be able to sift the good from the bad – to navigate partners and vendors and keep them accountable, while understanding where each piece fits. The real problem though is reach. It’s a lot of trial and error in the CTV space to get the right frequency, reach and video completion rates across different vendors, but once you do, stick with it! The panel’s expert advice for vendor selection is to look for a true partnership that offers strategic advice and helps your team understand your voters in ways you don’t already. Look for data transparency with vendors and always ask for an inventory list upfront.
Overall, take a layered approach with the voter file, digital targeting, linear TV and so on. Be sure to adapt messages though. Since advertisers can be more granular with their targeting on digital, they have the opportunity to be more targeted with their messaging versus a national TV campaign for example. Ultimately political advertising is about telling a story creatively and understanding how that changes based on the ad format. People want to be heard and to feel a message that a candidate is trying to convey.
Big Takeaway #3: There’s a Time and Place for P2P Messaging
Presentation Title
Off the Hook: P2P, Mobile Messaging and the New Door Knocking
Presenters
Moderator: Sean Senters, Managing Director, Targeted Victory
Presenter: Hadley Chase, Director of Client Strategy & Experience, Rising Tide Interactive
Presenter: Dani Sorensen, Deputy Director, Fundraising, Blue State Digital
Presenter: Maddison Stewart, Deputy Political Director, Republican State Leadership Committee
Key Points
As clients face more deliverability challenges on email, P2P can be more effective – use phone numbers instead of emails! P2P is great because a household may actually have only 2 of 4 voters, so you cant just target the household with a message or knock on the door, you really need to reach the individual, which P2P can do.
This type of messaging has increased since 2018 and in the future we can expect to see more of it in political advertising because it reaches voters where they couldn’t be reached through other channels.
Very different messaging should be used in P2P compared to other channels and for different purposes. On election day, a P2P messages can be especially effective at reaching voters or potential voters, when there isn’t enough time to let them open an email. P2P messaging has also been really effective for fundraising. Political marketers send out a message, and say something like “if you give us $50 we can keep this message going for another week.” Donors like this because they see exactly where their money is going. Balance fundraising and value in the best message that can be delivered through text. People scroll differently in text than elsewhere and dont want the only messages they get to be about fundraising.
MMS is crushing SMS, but tracking results is more expensive. Some also ask if text messages are too invasive. If as an advertiser you’re getting complaints and your unsubscribe rate isn’t overly high, take it with a grain of salt, but do focus on building programs where opt-ins are taken seriously.
That’s a Wrap on the MediaPost Political Marketing 2023 Event!
As the day went on, we heard about how Fetterman used authenticity, lofi graphics and dogs to win over voters, and also how PR professionals have been battling misinformation since Trump was in office. There was a lively presentation about Democrats using Tik Tok for the first time with tons of campaign examples, as well as a session about influencer marketing from The Director of Partnerships at The White House! We closed the day with a presentation about Brian Kemp’s campaign. There really was something for everyone at MediaPost’s Marketing Politics event, and we were grateful to be a part of it.
Image Credits
Feature Image: Unsplash/Lucas Sankey
Image 1: Screenshot taken by author January 2023 via MediaPost Marketing Politics Event
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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