Protecting user data is likely the toughest responsibility for brands large and small. A constant battle between user privacy and corporate success. It’s sometimes difficult to see where the lines are drawn, yet it’s important that those in charge of customer data protect it as best they can. And, it’s our job as stewards of the digital ecosystem for our clients to ensure that the ideals of those in charge are being upheld.

The rules regarding data collection are relatively new. Fifteen years ago it was unfathomable to imagine a personal data behemoth like Facebook would exist. And today, the industry continues to grapple with Facebook, its practices and outcomes of user data, and the emergence of other personal data capturing platforms and organizations.

A little over two weeks ago, The Financial Times published an article in an attempt to decipher App data sharing with Facebook and determine if it is in violation of GDPR (General Data Protection Regulation). As we’ve followed the story, and its impact on the notion of data collection by platforms like Facebook, we wanted to take a moment to give our perspective on what the article deems “transmitting data to Facebook without the consent of users.”

To be clear: The article pushes blame on a handful of apps, noting that the data share with Facebook likely does violate EU laws. However: The Financial Times didn’t provide any evidence of a strategic data partnership with Facebook, so we question what does Facebook do with all the data they collect? What did these apps do wrong if they were just feeding it to their own Developer Accounts to use for follow-up advertisements? The Financial Times didn’t illustrate the interception of calls to Facebook if they were out of the normal standard protocols for a normal APP developer. One could argue that it’s almost like a major short seller of Facebook funded this article and these apps got caught in the middle of it. Bottom line: Any company on the internet that uses a product fromFacebook is communicating user information back to Facebook.

Everyone—not just the apps highlighted by The Financial Times—provides Facebook with “sensitive information” without their users’ permission. Every webpage, website, or app a user visits with a Facebook widget for a Like or Share, Facebook Connect, or even a pixel for an ad account is able to easily gather information on the user.  The next time you read a news story that has a Share button, Facebook knows where you are and what is on the page. The next time you arrange a trip on a travel aggregator, Facebook knows it all. Wait, what? YES.

We took a look at what a major hotel aggregator sends to Facebook when we search for a hotel room:

We’ll save you the time deciphering destination, travel dates, number of rooms, and quality of room. Who knows what else might transfer over to Facebook when booking a hotel room? Name? Yes. Facebook has my IP Address and device id too from the search. Facebook can easily figure out who “I” am on their platform if “I” have an account. How is this information flowing back to Facebook different from The Financial Times article?  We don’t see a difference.

Taking a big, gigantic step back from this recent article, Facebook sits on a giant asteroid of data compiled by what happens in their platform and outside of the platform. The real question should be something like: what does Facebook as a company do with the data? By the way, what does Google do with the data from all their products everyone utilizes on websites and apps? Google knows me very well from my Gmail account.

The best we can do is learn from the experiences, gain knowledge from our actions and their consequences, and grow as an industry to ensure that all parties are satisfied and getting the services that make their lives better. What we’ve learned so far is that when it comes to proper data practices, there need to be specific solutions tailored for each data collector. Full anonymity and full protection are possible, but those aren’t always the best option… more on that later. That’s why DigitalRemedy specifically opts out of data farming and uses privacy safe practices when requested. Check out our “Let’s Talk About Personal Data” blog.

IP Zone: Leverage the relationship between users and the location of their IP addresses in a cookie-free, safe and scalable way.

Behavioral: Combine first party with network analytics and enormous scale to define custom audience channels that are optimized to sites with high brand engagement.

Demographic: Reach the right audience based on demographic characteristics such as age, gender and income.

Mobile Device: Target users by mobile device type (Smartphone, tablet, etc.), carrier and operating system.

Geo-Location: Target your audience residential cluster, proximity to retail locations, campaign level DMAs and more.

Contextual: Place a relevant ad in front of a user who is reading content that contains specific terms.

Buying Power and Quality

Let’s be honest. Your ad ops are limited by your access to only a handful of channels and DSPs. You want more reach and better prices, but don’t want to sacrifice quality in order to achieve those goals. Digital Remedy has access to a vast multitude of channels based on relationships we’ve cultivated over nearly 20 years in business. That means we get the best prices, have personal relationships, and don’t get sent to voicemail when we call.

It also means that we can execute omni-channel ad ops for better prices than an internal team, while ensuring the quality is up to industry standards. On top of access to all sorts of specific audiences we’re able to to leverage first- and third-party data across all your campaigns and pivot across platforms based on results. Any campaign, any budget, any platform, any audience. Digital Remedy backed by AdReady is restriction free ad ops….and what could be better than that?

Resources, Time, and Overhead

When was the last time you enjoyed balancing budgets, reading resumes, dealing with aggressive sales teams, or wasting years of time for small gains in performance. By partnering with Digital Remedy you get the full support of $30m in OPEX including marketing teams, sales teams, and a dedicated 24/7 ad operations team. No hiring new employees for media optimization, business development, or account management. No months of training and on-boarding. No long meetings crafting sales materials. Just your team focused on making deals, and our teams and tech focused on supporting and executing those deals in a tech-enabled, digital ecosystem designed to get the most out of any KPI.

Reporting and Support

How nice would it be to have all of your data and insights in one location. We don’t mean an excel sheet sent out once a week with complicated charts, or an XML file with pages and pages and pages of tables (what is this, 2003?). We mean a fully customizable dashboard reporting in real time, or as real time as possible. You get to decide the how, what, and when of the reporting you’re seeing. And that’s ALL of the how, what, and when’s. If you want to see breakouts of all of the individual campaigns in your system, done. If you want broad scope comparisons of all of the campaigns in the last year, done. If you want to see CTR’s for specific audiences and compare them to CPM for your best performing advertiser but limit the scope to campaigns greater than 30k, done. All of this is at your fingertips with the AdReady Dashboard, all in one place.

Jessica Cortapasso

With more than a decade of experience in human capital management, Jessica Cortapasso serves as VP of Human Resources at Digital Remedy. After graduating from Muhlenberg College, she quickly recognized her passion for people and entered the workforce in Human Resources where she gained expertise in employee relations, designing strategic benefit plans, and the development, implementation, and curation of corporate engagement initiatives for big-name brands and small companies alike. Becoming a member of the Digital Remedy family in 2013 while simultaneously acquiring her Masters Degree in Human Resources Management and Development from New York University, Jessica has steered company culture through significant events ranging from acquisitions and a rebranding, to the development and application of our Core Values that shape our daily business practices. Cortapasso resides in Brooklyn, plays competitive volleyball, and loves spending time with her nieces.

2020 Industry Trends Newsletter

2020 Industry Trends Newsletter

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