Data forms the foundation of the online world.
For web users and consumers, personal data acts as currency – sharing it gives access to numerous services and content. For marketers, data is key to running successful campaigns; it helps us recognise site visitors, target the right people with the right content and much more. And, crucially, it is our responsibility to use and store the data we are given responsibly.
What this means is that in order to continue some forms of targeting that involves tracking, such as user journey targeting, publishers are now required to ask for consent from users before further targeting them with specific ads.
Online advertising is built on a network of companies supplying advertisers with tools for different task. All parts of the chain, Bannerflow being one part, has to account for how it is using personal information. In some instances, Bannerflow is just collecting data that we send on to other companies to process, which makes us a controller in those instances. In other instances, we process data, which makes us a processor in those instances.
These are some examples of common personal data in the adtech landscape
- Cookie ID / Unique identifier
- IP address
- Email address
- Detailed geo location
If something is deemed to be personal data or not is not black or white but depends on the context and how someone can combine data in order to identify an actual physical person.