The day is run by the UK Safer Internet Centre, which is a partnership between three leading charities:
The three charities share the same mission of making the internet a better place for children and young people.
The aim of the day in 2019 is to focus on how consent works in an online context. Young people are being asked to explore how they ask, give, and receive consent online.
With that in mind, we wanted to help support the initiative and provide a list of dos and don’ts for advertisers when it comes to digital advertising in line with the theme.
The first place to start when it comes to consent online is GDPR.
Following the new regulations that came into place May last year, when personal data is collected this must be done so with the explicit consent of the user. Here are some essential things to do.
Do understand what is meant by consent
Consent must be informed and specific, which means that the user must at least be notified about the data controller’s identity. The user must also be informed of what kind of data will be processed, how it will be used, and the purposes of the data being processed.
They will need to be informed of their right to withdraw consent at any time too.
Specifically, the giving of consent must be unambiguous. This means that it requires a statement or an affirmative act, such as ticking a box which gives consent to cookie tracking when they first land on your site.
Do know who is responsible for notifying users and securing their consent
When data is collected on advertisers’ sites or apps (for remarketing for example) it is the responsibility of the advertiser to notifying the users and to obtain their consent for the collection of data.
Do be aware of the other options you have when it comes to targeting users with display ads
For example when targeting through the Fluid Ads Creative Intelligence Platform, users can choose site types to display ads on, in specific geographic areas, or to certain demographics. This can all be done without going near the identifiable data of users.
The platform also enables users to select audiences that have already used specific search terms as another way of retargeting.
General rules for safeguarding users online
In line with the notion of safeguarding users online, and especially young users, it’s important to run through key dos and don’t when it comes to digital advertising and social media advertising:
At Fluid Ads, we work closely with advertisers to ensure their digital display advertising is done so in a way that caters to the needs of their users as well as in line with the needs of their advertising strategy. Our Creative Intelligence Platform provides an end-to-end solution for all digital display activity.
Contact us today of you need advice on your digital display campaigns.
Fluid Ads takes a deeper look into all things data privacy for the ad industry on both sides of the Atlantic and how it may effect your digital strategy.
As an agency, what’s your approach to upselling to your existing clients? Do you provide solutions that they need based on strategic insight about their business or simply cross-sell on the existing services and products you offer? It’s surprising how many agencies fall into the latter, selling services because it’s what they do.