How GDPR is affecting marketers on Facebook and Google.

Due to the increased pressure Google and Facebook have been facing recently because of data breaches and privacy concerns, the two tech giants have extendede many of the protections they were already planning to offer to European citizens through the GDPR rules to the rest of the world in an attempt to better protect user information.

Basically, the GDPR rules boil down to four rules.

In order to continue to track your audience’s activity and remarket to them via Facebook, you must:

  • obtain explicit consent from anyone on your current list/database who did not previously give explicit consent. One way to do this is to send a mass email to your database, and remove anyone from your custom audience list who does not respond with explicit consent
  • inform everyone going forward that you’re collecting data and what you’re doing with it. Some ways you can do this is through a cookie banner asking for consent, or by obtaining consent from users during a registration flow
  • make it possible for users to reject cookies, and withdraw their consent at any time. If they do withdraw their consent, you must be able to erase their data
  • be able to notify users of a data breach within 72 hours of discovering it

since the enforcement of the GDPR rules, marketers have said they now struggle to comprehensively measure their targeting across the platforms within their own data management platforms, forcing some to turn to third-party measurement partners and others to be complacent with piecing together the data they do have strictly within Google and Facebook.

For example, if a marketer ran a campaign across Google and Facebook. Now, they can no longer see if an ad reached the same person on Google as well as on Facebook.

Google’s changes to its data sharing came ahead of the GDPR enforcement deadline on May 25. The Google DoubleClick IDs once let buyers transfer files of DoubleClick impressions from across Google’s ad products from Google’s DoubleClick Campaign Manager to their own DMPs. At the end of April, Google disallowed ad buyers from using the Google DoubleClick ID to export data.

Facebook made a similar move, citing the need to protect people’s privacy. As a result, their view tags are no longer usable by other platforms such as Google’s DoubleClick. Already, some marketers’ say that within their DMPs, they cannot measure views across their Facebook buys, only clicks.

To cope, marketers are adopting more third-party measurement companies. One marketer at an international company, speaking anonymously, said it was now working with Amazon and Nielsen to target its ad buys across all platforms since it can no longer do so through its DMP.

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