Targeting your marketing methods with addressable TV advertising could help you dramatically increase your returns on every dollar spent. However, trying to reach a very specific audience by sending different ads to certain televisions relies extensively on gathered consumer data. Handling this kind of data in order to target your advertising could create serious privacy issues. Make sure you're handling consumer data correctly with these tips for better addressable advertising.
Offer Opt-Out Options
It's not enough to simply tell customers and consumers that you're planning to gather data on them, such as the television shows they watch and the channels they prefer. When making notifications about the use of data, include clear and easy-to-use options for opting out of the program. For the best results, let consumers choose how much they want to share so you can gather as much data as possible while still respecting their boundaries.
Stay on Top of Legal Changes
As governmental concern over consumer privacy continues to grow, data harvesting rules can change in the blink of an eye. Millions of companies had to race to comply with the General Data Protection Regulation (GDPR) rules that went into effect in 2018 across Europe. This rule has already triggered many individual U.S. states to write similar laws of their own. Dedicate a team to tracking these legal changes and determining how to change your addressable advertising approach to stay on the right side of the law.
Use Multiple Anonymizing Methods
To meet consumer privacy regulations in most countries, you'll need to strip away any personal information that is captured along with the data on viewing habits. Addressable advertising doesn't need a consumer's name or voice command records for targeting, so you'll only need anonymized data to properly target and deliver the right ads to the right users. However, relying on just a single method of removing unnecessary data can fail and leave you facing a major privacy breach. Multiple layers of anonymizing methods ensure your ads are never based on data that shouldn't be collected.
Separate First-, Second-, and Third-Party Data
You're responsible for securing all of the data you use for addressable advertising, not just the information your company manually gathered. First-party data comes from your in-house gathering methods, while second- and third-party data comes from other sources. Separate the data you're using for addressable advertising so you can better track where data breaches or privacy violations occur. However, don't reduce the level of security protection for second- and third-party data just because it's not gathered by your company
For more information, get in touch with a company that offers addressable advertising services.Share