9th June 2018


Interview with Tom Richards, Global Product Director, MiQ

With the implementation of the GDPR, there is a real chance that advertisers will soon lack much of the data required to deliver personalised messages and engaging online experiences. We spoke with Tom Richards, Global Product Director at MiQ, to understand how MiQ has been preparing for this outcome and how they are helping marketers develop effective and compliant data strategies without compromising consumer experience or engagement.

How is MiQ ensuring full compliance across all data sets?

At MiQ, gaining freely given, informed, valid consent is key to ensuring that all of our data sets stored and processed within our AiQ technology are fully GDPR-compliant. We have audited all of our data providers to ensure they are gathering the necessary content for their data based solutions, and are also working in partnership with clients to support the
implementation of MiQ’s consent management platform, Pluto.

What is MiQ’s approach to the looming potential scarcity of user-level data in the EU?

Relying more on contextual data and less on cookie-based data

GDPR pushes us to explore new strategies and more diverse types of data to stay relevant with our consumers.

At the end of the day, what really matters for MiQ is to ensure we keep helping marketers develop effective and compliant data strategies without compromising consumer experience or engagement.

Our approach is based on the simple fact that you don’t really need to know who a person is to relate to this person, as long as you understand the factors that influence their mood, needs and mindset.

This is why we have long been investing in taking a predictive approach to non personal, contextual data, which enables us to create relevant advertising without using GDPR- restricted information.

How can contextual data benefit marketers?

There are three main areas in which brands can benefit by leveraging contextual data.

First, context provides better transparency across campaign strategy. As an advertiser, the activation of audience/data segments often seems like it happens inside a black box. With contextual data, you can understand how a targeting strategy is constructed more transparently, providing you with a greater understanding of why campaigns are performing.

Secondly, context isn’t just limited to a page. Leveraging on-page signals such as keywords or semantics is just one method of delivering a more powerful message for a brand. External, macro data points that take into account real world signals or ‘moments’ help to further enhance programmatic activations and dynamic creative personalization. These moments can involve sports, weather, or social sentiment around a brand or their competitor.

Finally, context powers a better ad experience for the end user – When we as an industry are able to use more relevant contextual data signals for ad personalization, the end user
gets a better experience on page, with ads that are tailored to the content they are consuming– ads that consider the relevant external factors that influence a user’s purchase decisions.

How is MiQ integrating contextual data into its Media offering?

At MiQ our product suite is fully GDPR-compliant while still enabling advertisers to deliver best-in-market programmatic campaigns that drive business growth.

● Our dynamic creative offering now enables us to sync to real time moments to
personalize ad experiences based on sports and weather triggers
● Our location product, Motion, allows you to deliver location-based marketing in a
GDPR-compliant manner, gaining precision and advanced insights that leverage
non-personal data points for targeting
● Predict Context, our predictive analytical targeting offering, provides your
programmatic campaigns with a superior predictive edge, utilizing only GDPR-
compliant data points
● Moments, utilizes macro data to create relevant advertising based on real-world
inflection points, such as sports, social media, TV, health trends, weather, the
economy and even exchanges rates – none of which involve GDPR-restricted

Do you have any advice for Marketers?

For advertiser’s targeting strategies, contextual data is still extremely valuable for making more informed programmatic decisions, and is applicable to every impression available with
no personal information shared in the process. The shift away from audience-based strategies to increased contextual targeting means that advertisers need a new set of solutions and offerings to help them understand what moves the needle for their business in a post-GDPR programmatic landscape.

This requires transparent analytical partners who can isolate the specific contextual, GDPR-compliant data points that help drive superior performance, while still ensuring that brands are adhering to prescribed GDPR policies.