By John Goulding, Global Strategy Director
With all the uncertainty around what GDPR will mean for user-level data, marketers need to remember that cookies and device IDs are not the only game in town. Some of the most powerful, exciting and effective campaigns out there are fueled by location data, first-party data and macro data ranging from weather to financial markets to cold and flu season. Using these diverse, non-PID data sets gives marketers endless ways to deliver brand and performance results without relying on identity.
MiQ has been preparing for GDPR since January 2017 and will be GDPR compliant ahead of the regulation coming into effect on May 25th, 2018. The compliance process has been a 4-stage journey that we have conducted with privacy specialists at Squire Patton Boggs. We are now in the final implementation phase of this process, the bulk of which was completed in Q1 2018. Furthermore, we are actively engaging with the IAB to shape an interpretation of GDPR which works for the ad-tech industry.
We believe GDPR is a positive movement for the ad-tech industry in general, which ensures that we remain consumer-focused when it comes to data usage. Beyond ad-tech, we believe passionately in the transformational effect that insight, data science and analytics can have on business outcomes and are committed to ensuring that GDPR shouldn’t deter partners from leveraging these resources. MiQ has great examples from top brands that will inspire and reassure marketers that there’s a whole world of untapped data out there beyond the GDPR. So, let’s talk about how to connect with and influence consumers in relevant, targeted and ingenious ways, without the need for cookies!