The subject of privacy and GDPR is a hot topic these days. As a marketer, you naturally want to measure as much as possible, but you also have to comply with GDPR regulations. What can and can't you do? These times call for new measurement methods that respect the privacy of individuals while still providing enough insight to measure and optimize your campaigns. Below, we have gathered some commonly heard comments from our practice... maybe you recognize them?
“We are not allowed to keep data”
Keeping data is not prohibited. Especially when it comes to personal data, the rules are strict, but it's often not necessary to collect only personal data for campaign purposes. Ultimately, you want to know what the effects are. The magic words here are server-side tracking and client-side tracking. In other words, data that you store yourself or data that you want to capture from the browser. Are you ready for the cookie-less future?
“Without cookies, it's no longer possible to measure effectively”
That's incorrect. The focus has simply shifted from cookies to server-side tracking. In other words, using (anonymous) user data stored on your own servers for campaign insights. The era of third-party cookies is over because more and more browsers are blocking JavaScript. Additionally, there is a growing number of ad blockers, and only a limited portion of visitors agree to all cookies, which directly affects reports from platforms like Meta, Google, or other third parties. We're already seeing differences of nearly 30% in the decline of data (!).
“We measure everything, never heard of anyone getting fined for that”
Since the implementation of the GDPR in May 2018, some high fines have been imposed on companies for serious violations. This primarily concerns large organizations or companies that process large amounts of personal data and have committed violations. While fines receive the most media attention, there are also other enforcement tools. Authorities can issue warnings, conduct audits, or instruct companies to change their data processing practices. It's essential to get your privacy policy in order. In this regard, we collaborate with specialized lawyers who are up to date with the latest legislation and case law.
“We haven't been affected by Ad blockers”
As of now, 42.7% of users worldwide use Adblockers in their browsers. In Belgium, it's 36% of all users, and in the Netherlands, it's 33%. Among the age group 25-34, it's even as high as 49%. So, it's something to consider for your campaigns (Source: Hootsuite).
