Many advertisers have linked Google Analytics to AdWords in order to gain additional insights into website usage after clicking on an advertisement. In this case, you must meet the requirements for placing analytical cookies. What you must meet in this situation, you can read in the article about the impact of GDPR on digital analytics by my colleague Felipe Wesbonk.
Targeting audience characteristics via third parties
Target group characteristics within Google AdWords offer possibilities to personalize the advertisements more. For example, you can target your campaigns on specific characteristics such as age, gender and parental status. All these characteristics are collected by Google and made available within Google AdWords. In this case, it is Google's responsibility to obtain permission to collect and make available the user profiles to advertisers. You do not need permission to use this data, because Google has this permission from its users.
So, it comes down to the fact that as an advertiser you need to take a good look at the data you need to keep your SEA campaigns running and improving. You also need to look at which data you might want to use in the future. Then you need to take the above measures to ensure that you meet the requirements of GDPR. If this is the case, you can continue to improve your SEA campaigns after May 25. Are you missing a situation in this article where you potentially need to take GDPR into account? Or do you have any questions? Leave a comment!
Disclaimer: This blog post describes my view new zealand number for whatsapp on the impact of the GDPR on digital marketing and should not be interpreted as legal advice. Consult a specialized legal advisor to map the impact of the GDPR on your own organization.
When collecting data or enriching the database, many marketers immediately think of online activities. But especially in this day and age in which much communication takes place online, an offline meeting is an excellent opportunity to really get in touch with your target group. This way you get to know them better and you gather insights with which you give meaning to raw data that you collect digitally. Especially if you coordinate online content and offline events and combine them in one event marketing strategy. Four tips to help you on your way.
1. Take the GDPR into account
Before you start enriching your database with an event marketing strategy, it is good to realize that companies are obliged to comply with the GDPR from May 2018. This legislation was created to protect people's privacy. And to give them more control over what data a company collects about them. Even if you only focus on the business market, there is a good chance that you collect personal data. This is already the case, for example, if you store someone's name and job title.