However, GDPR is also about (consistently) obtaining consent from citizens for the use of data that even remotely relates to their personal information. The latter makes advertising platforms hesitant when it comes to offering geotargeting options.
An understandable reluctance given the great chance that many people will have a 'big brother' association with the question:
Do you agree that we track your geographic location and sell this information to third parties?
Also read: What does the GDPR mean for digital analytics?
In addition, advertising platforms must be able to demonstrate why it is necessary to store personal data (after consent) for a longer period of time under the GDPR regulations. If data is stored for long periods, the platforms must even request consent (again) multiple times .
Some online advertising platforms are therefore making adjustments to the amount of data that is stored and/or made available in their logs . In some cases, this means that geotargeting options are being minimized or will no longer be available at these platforms .
Giving permission
But the key question isn’t what options will remain available, the key question is how many people will actually give companies permission to track and store their geographic locations. A study by anti-adblocking solutions provider PageFair found that only 5 to 20% of users plan to actually give permission .
As mentioned earlier, geotargeting does not always have to be linked to personal information to be workable. Although still a gray area at the moment, there is a big chance that advertising platforms will look for technical constructions that bypass the 'personal' aspect. In this way, they will still be able to offer geotargeting.
Source: PageFair .
For example, geotargeting based on an IP address is absolutely personal, but geotargeting based on public WiFi networks does not have to be. This means that this form of advertising may fall just outside the law.
Tips for deploying geotargeting campaigns after May 25
Furthermore, for online advertisers using the larger online advertising platforms, there will be no need to consider which geotargeting options may or may not be used.
The advertising platforms and/or associated data collectors are largely responsible for complying with the law regarding their activities . Online advertisers should especially focus on the quality of geotargeting campaigns after implementation of the GDPR.
To help you further with your geotargeting campaigns after the implementation of the GDPR, we have listed a number of concrete tips here:
1. Check the numbers
Keep a close eye on your geotargeting campaign averages to see if they change after May 25. Campaigns can still run, but have your reach and ROI shifted?
It is expected that you will not be able to reach as many people per region as before. Therefore, compare the new figures with former geotargeting campaigns to see if there are any major differences. The advertising platforms will still take your advertising budget.
Try geotargeting techniques in combination with WiFi (if this fits within the strategy). For example, take the coffee shop on the corner, which wants to target everyone in a radius of one kilometer in and around Leiden central. Two geotargeting campaigns could run here:
One where targeting is based on location (via IP addresses).
One that targets based on location and available WiFi networks (anyone using these networks will see the ads).
Which campaign has the greatest reach, indonesia mobile number list lowest CPM/CPC and ultimately generates the most sales?
Invest more time in building consumer databases , including customers’ geographic information. Does a franchise offer free WiFi on-site? This is a great opportunity for the franchise to ask customers to leave a few brief details (e.g. name, city, and email address) online in exchange for using WiFi.
This way, relevant messages can still be sent to people who are connected to specific geographical locations through e-mail marketing or geo(re)targeting. Of course, you must take into account transparency, agreement and a correct way of storing data according to the GDPR guidelines.
Is GDPR the end of geotargeting?
No, but it is under fire. The effect of GDPR on geotargeting will have the following consequences.