How we help you deliver relevant, consented advertising

01 May, 2019

We believe all display advertising should be relevant and, when using ‘personal data’, consented. Here’s how we ensure it

In an ideal world, the only ads you see when you’re online or on your phone are ads that are relevant to your interests, needs and timing, and if using any personal data you have consented to be served to you. ID’s, even when pseudonymised, should be treated no different than an email address you might give to a brand.

And this is exactly what we help our clients to achieve with their display ads campaigns. Our unique, future proof technology means that our clients customers can actively consent to be served your ads, and that they’re seeing the right ads, at the right time.

Why ePR will kill off cookies

In 2018 GDPR had a significant impact on how you serve ads to potential customers. And the upcoming ePrivacy Regulation (ePR) is likely to kill off third party cookies altogether.

Once ePR is introduced, all non-essential third party cookies will need to be turned off by default (like Safari is now with ITP 2.0 for third party cookies, and ITP 2.1 for first party cookies). It will also make legitimate interest unlawful for advertising that uses pseudonymised IDs.

This means that the way most companies currently serve their display ads will no longer work. And they’ll be frantically looking for a new solution.

How ActiveID and consenTag solve the ePR problem

We’ve long believed that the current way most of the display advertising industry works is broken. Clever display campaigns don’t stalk customers around the internet, and attempt to lure them into clicking and purchasing.

Instead, clever campaigns get consent from users to serve them relevant ads, and ensure that potential customers are receiving messages that are well-timed to their needs or wants using transparent serendipity, not black box or underhand techniques.

Our ActiveID within consenTag creates a consented identifier that lasts long enough to carry out lifecycle marketing. And, by using advanced triangulation techniques, ActiveID enables probabilistic user matching in ad exchanges with 95% accuracy.

This means that, with consent, you can deliver relevant advertising across any browser. It also means that the changes brought in with ePR won’t impact your campaigns at all. You’re already one step ahead.

If you’d like to learn more about how ActiveID within consenTag can future proof your own display campaigns, and ensure your ads are both relevant and consented, whilst delivering ground braking results for our clients, visit our ActiveID page. Or please get in touch and we’d be delighted to have a chat, please email activeid@crimtan.com or call your local Crimtan office.