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TRANSCRIPT
DIGITAL ADVERTISINGAN INTRODUCTION
EQUINET ACADEMY G1 2
ARE YOU PREPARED FOR CHANGE ?
• Who am I and What is MY ROLE ?
• Do you believe… I CAN MAKE A DIFFERENCE !
• Why? I WILL LEARN NEW SKILLS !
• How? I AM COMMITTED TO LEARN & APPLY MY NEW SKILLS !
• House Rules…
EQUINET ACADEMY G1 3
WHAT SKILLS WILL YOU LEARN AND APPLY ?• Skillset #1: Describe the relevance and role of media in relation to the
consumer decision journey..
• How is digital marketing any different from marketing ?
• Relate Product to Sales to Marketing to Customer Life Cycle
• The Role of Paid Media, Owned Media, Earned Media.
• Identify and Describe the 5 mediums of digital advertising and its function.
• How does Display (Desktop & Mobile), Video, Audio, Social, Search work?
EQUINET ACADEMY G2 4
WHAT SKILLS WILL YOU LEARN AND APPLY ?• Skillset #1: Describe the relevance and role of media in relation to the
consumer decision journey..
• Identify consumer path to purchase and the touch points.
• Define and Describe the various advertising terminologies.
• Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent, Bounce Rates, Scroll Depth, Engagement Rates, Conversion Rates).
• Campaign Metrics (Impressions, Clicks, Clickthru Rates, Enagagement Rate, Completion rate, Conversion rate).
• ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD, CPA) .
EQUINET ACADEMY G2 5
WHAT SKILLS WILL YOU LEARN AND APPLY ?• Skillset #2: Prepare digital marketing campaign’s budget for approval.
• Apply and Model digital advertising strategies.
• Defining Branding Objectives.
• Defining Performance / Conversion Objectives.
• Defining Engagement Objectives.
• Select schedule / roadmap for digital marketing campaign within budget.
• Develop performance indicators for digital marketing campaign for reporting.
EQUINET ACADEMY G2 6
WHAT SKILLS WILL YOU LEARN AND APPLY ?• Skillset #3: Knowing How the Digital Landscape is Evolving
• The current digital advertising ecosystem
• What is programmatic?
• What is Re-targeting?
• What is Ad tracking? Why is adtracking so important?
• GDPR, does it matter?
EQUINET ACADEMY G2 7
HOW MUCH DID YOU NOTICE OR RECALL ?
• Recall and share your path to purchase the last time you…• Bought a travel package• Bought a gift for your loved ones• Bought an air filter mask
• In your sharing; • When you last access TV, Radio, Publication, Mobile, Desktop ?
• As an advertiser, what would you do to improve ?
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Skillset #1: Describe the relevance and role of media in relation to the consumer decision journey..
– How is digital marketing any different from marketing ?
– Relate Product to Sales to Marketing to Customer Life Cycle
– The Role of Paid Media, Owned Media, Earned Media.
DEBATE
“Digital Marketing is more effective than mainstream marketing”
• 3 speakers @ 3 mins for presentation and rebuttal
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Audience Early Adopters
MainStream Late Adopters Laggards
Market Size Small Growing Large Shrinking
Sales Low High Plateau Declining
Intended Focus Awareness Market Share Customer Retention Transition
Marketing Strategies
Induce Trial / Secure
Distribution / Higher Income
Groups
Sell More on Features / More
Distribution points / Lower
prices / Product preference
Convert non users / More Product Uses / Marked Down prices / Increase promotions and Ads / Find Niche
Focus on profitable segments / Dominate specific segments / Divest
Customer Engagement Tactics Reach Act Convert & Engage Engage
Prod
uct S
ales
Intro Growth Maturity Decline
Product Life Cycle: Four Basic Stages
Window Shopper
RepeatCustomer
LoyalCustomer
UndecidedCustomer
First timeCustomer
Lapsed
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Display (Mobile / Desktop), Video, Audio, Social MediaOOH
Remarketing, Branded and Non Branded Search (SEM, SEO), Video
Remarketing, Search (SEM), Email Marketing, Social Media, Branded and Non Branded
Marketing Automation, 1:1 Email, Social Media
Awareness / Attention
Interest / Desire
Acquisition
Retention / Loyalty
RECOMMEND VEHICLES OF COMMUNICATION
CONSUMER PATH:OWNED, PAID AND EARNED MEDIA
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https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey
DIGITAL MARKETING :OWNED, EARNED AND PAID MEDIA .
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Media Type Definition Examples Purpose Pros Cons
Owned Media Channel a brand controls
- Website- Blog- Twitter
Build for longer-termrelationships with existing potential customers and earn media
- Control- Cost efficiency- Longevity- Versatility- Niche audience
- No guarantees- Company
communication not trusted
- Takes time to scale
Paid Media Brand pays to leverage a channel
- Display Ads- Paid Search- Videos- Audio
Pushes presence that feeds owned and creates earned media
- In demand- Immediacy- Scale- control
- Clutter- Declining response
rates- Poor credibility
Earned Media When customers become the channel
- WOM- Buzz- Viral
Listen and respond –earned media is often the result of well-executed and well-coordinated owned and paid media
- Most credible- Key role in most
sales- Transparent and
lives on
- No Control- Can be negative- Scale- Hard to measure
THE 5 MEDIUMS :ADVANTAGES AND DISADVANTAGES
Review the various ad formats..
• Display (Desktop & Mobile) / Video / Audio / Search / Social
• Visible ? Audible ? Engaging ? Do you trust ? Are you inclined to explore ?
• Which aspect of the path to purchase would your medium be most relevant ?
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CUSTOMER EXPERIENCE (CX)
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EQUINET ACADEMY LO1B 18
Skillset #1: Define digital marketing objectives based on the digital strategy .
- Identify and Describe the 5 mediums of digital advertising .- Display (Desktop & Mobile), Video, Audio, Social, Search .
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DISPLAY
•Key considerations for understanding why it works
ØReal Time collection of data / feedback
ØDynamic and least costly to produce
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VIDEO
•Key considerations for understanding why it works
ØRecall works best with evoking emotions
ØFully engaged
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AUDIO
•Key considerations for understanding why it works
ØPersonal
ØCaptive engagement
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SEARCH
•Key considerations for understanding why it works
ØUser Initiated
ØHigh Intent
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SOCIAL
•Key considerations for understanding why it works
ØViral and Highly connected
ØTrust and Conviction
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Skillset #1: Define digital marketing objectives based on the digital strategy .
- Identify consumer path to purchase and the touch points .
- Define and Describe the various digital advertising terminologies .
- Site Metrics (Unique Visits, Page Visits, Sessions, Time Spent, Bounce Rates, Scroll Depth, Engagement Rates, Conversion Rates) .
CONSUMER PATH TO PURCHASE
“Assuming that you have a shop, envision how you would close a sale”
• Think about
• The product / service that you are offering .
• The location of your shop
• The number of shoppers visiting your shop .
• The frequency of shoppers visiting your shop .
• The average time spent in your shop .
• The way the shopper is engaged .
• If your rent is $15,000 a month, how much items do you need to sell to break even ?
• The average spending amount of your shopper .
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SITE METRICS
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Shop Site
Traffic Source
Page Visits
Visits / Unique Visits
Sessions
Bounce Rates
Time Spent
Engagement Rates
Conversion Rates
SITE METRICS TERMINOLOGIES
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Site Terminologies Definition
Traffic Source The origin of the traffic
Page Visits The number of times users arrive at a site
Visits / Unique Visits The number of users / unique individuals arrive at a site
Sessions An activity devoted upon arrival at a site
Bounce Rate Upon arrival at a site, users leaving the site immediately
Time Spent The duration devoted at a site
Engagement Rate The users interaction within a site
Conversion Rate Users who took action beyond interaction within a site
SITE STRUCTURE
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Homepage
Index page
Articles page
Index pageIndex page
Articles pageArticles page
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EQUINET ACADEMY LO1CB 31
Skillset #1: Define digital marketing objectives based on the digital strategy .
- Identify consumer path to purchase and the touch points .
- Define and Describe the various digital advertising terminologies .
- Campaign Metrics (Impressions, Clicks, Clickthru Rates, Enagagement Rate, Completion rate, Conversion rate) .
CAMPAIGN METRICS TERMINOLOGIES
“Matching the metrics”
• Activities related to a campaign .
• A typical digital display campaign report .
• Read the description of terminologies .
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CAMPAIGN METRICS TERMINOLOGIES
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Campaign Metrics Definition Formula
Impressions Opportunity to see a display ad -
Clicks Users response to an ad -
Clickthru Rates The percentage of Users responding to an ad in relation to viewing an ad
Clicks divided by Impressions
Engagement Rate The users interaction with a campaign (Clicks + Shares + Likes) divided by Total Exposure of Campaigns
Conversion Rate Users who took action beyond interaction within a site
(Registration, Purchase) divided by Clicks
Video Rolls Opportunity to see a video ad(pre-roll/mid-roll/post-roll)
-
Completion Rate Users who completed viewing the video content The number of video completions to the number of video starts
SAMPLE OF CAMPAIGN REPORTS (DISPLAY)
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SAMPLE OF CAMPAIGN REPORTS (VIDEO)
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Skillset #1: Define digital marketing objectives based on the digital strategy .
- Identify consumer path to purchase and the touch points .
- Define and Describe the various digital advertising terminologies .
- ROI Metrics (CPM, eCPM, CPC, eCPC, CPV, CPCV, CPL, CPD, CPA) .
ROI METRICS
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ROI METRICS
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ROI METRICS TERMINOLOGIES
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Acronyms What it means Formulaes
CPMeCPM
Cost per thousandEffective Cost per thousand
- $price @ 1,000 impressions- Total media investment divided by the total campaign
impressions
CPC eCPC
Cost per clickEffective Cost per click
- $price @ click- Total media investment divided by the total campaign clicks
CPV CPCV
Cost per viewCost per completed view
- $price @ view- $price @ completed view
CPL Cost per lead - Total media investment divided by number of sales contact
CPD Cost per download - Total media investment divided by number of downloaded apps
CPA Cost per acquisition - Total media investment divided by number of purchasesonline
RATE CARDS
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RATE CARDS
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RATE CARDS
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RATE CARDS
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ARE YOU GOOD IN BUDGET PLANNING?
• Split into 3 teams .
• Discuss .
• Send representatives to present the answers .
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DEFINITION CPM : COST PER THOUSAND IS A MARKETING TERM USED TO DENOTE THE PRICE OF 1,000 ADVERTISING IMPRESSIONS ON ONE WEBPAGE. WHAT DOES M REPRESENTS? REPRESENTS "MILLE"; ROMAN, FRENCH, LATIN FOR THOUSANDS.
EQUINET ACADEMY LO1CC G6 & G7 45
• $5 CPM means for every 1,000 impressions it will cost $5/-
• What is the price of 1,000,000 impressions if CPM is $2/-?
• What is the price of 10,000,000 impressions if CPM is $2/-?
• What is the price of 100,000 impressions if CPM is $2/-?
• What is the amount of impressions if CPM is $2/-?
• What is the amount of impressions if CPM is $2/- and I have $500 to invest?
DEFINITION : CLICK-THROUGH RATE (CTR) IS THE RATIO OF USERS WHO CLICK ON A SPECIFIC LINK TO THE NUMBER OF TOTAL USERS WHO VIEW A PAGE, EMAIL, OR ADVERTISEMENT.CLICKS DIVIDED BY IMPRESSIONS = CTR
• The speed at which one has responded to an ad.
• The efficiency of a digital campaign.
• The likelihood that an ad gets a response.
• The success of a digital campaign.
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HIGHER LEVEL OF UNDERSTANDING : QUIZ THAT ENSURES ONE UNDERSTANDS THE PRINCIPAL AND RELATIONSHIP BETWEEN CPM & CTR.
• If my CTR is 2% and my CPM is $3/-, How many responses did I get and what is the average cost per response?
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EQUINET ACADEMY LO1D 48
Skillset #2: Prepare digital marketing campaign’s budget for approval
- Apply and Model digital advertising strategies .
- Defining Branding Objectives .
- Defining Performance / Conversion Objectives .
- Defining Engagement Objectives .
DIGITAL MARKETING STRATEGY, OBJECTIVES & MECHANICS
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STRA
TEG
Y
Interactive BannerDisplays Drive Engagement and RegistrationsVideo Engagement
CRM Efforts MembershipDrive
What conversations track best with audience?
SEM / SEO
Content
Referral Offers / Nominate BFFs / Good Neighbours Testimonials
Presence in Channels
- Beauty- Lifestyle- Family- Health- Life & Love- Hair, Skin,
Body
Online Poll or Feedback via Facebook
“OnlineSpecials” Discounts
MEC
HA
NIC
SO
BJEC
TIV
ES
CASE STUDY
“Look at the case in front of you, what can you do to help ?”
• Our future
• Ahead of the game
• Staying relevant
Can you identify the Mechanics ? Objectives ? Strategy ?
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HOW TO IDENTIFY OBJECTIVES AND STRATEGY ?
A Check List …
• Brand : Awareness, Brand Lift, Brand Perception, New Launch, Reach and Frequency
• Engagement : Intent, Likes, Shares, Comments, Reach out, Responses
• Performance : Contest, Entries, Acquisitions, Leads, Purchases, Bookings
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EQUINET ACADEMY LO2 52
Skillset #2: Select Schedule / Roadmap for digital marketing campaign within budget.
CASE STUDY
“Look at the case in front of you, now you have identified your strategy, objective and mechanics …”
• Our future
• Ahead of the game
• Staying relevant
Prepare a Workflow and Mediaplan
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PREPARE DIGITAL MARKETING CAMPAIGN BUDGETWORKFLOW
• Sample: refer to excel sheet
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PREPARE DIGITAL MARKETING CAMPAIGN BUDGETMEDIAPLAN
• Sample: refer to excel sheet
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DIGITAL MARKETING CAMPAIGN BUDGET
• Strategy: Objective & Mechanics
• Workflow : Dates, Execution, Expected Outcome
• Mediaplan : Costs, Effective ROI
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Skillset #2: Develop performance indicators for digital marketing campaign for reporting.
CASE STUDY
“Look at the case in front of you, now you have identified your strategy, objective and mechanics …”
• Our future: 10,000 App downloads
• Ahead of the game: 50,000 purchases
• Staying relevant: 1,000 bookings in a month
Prepare a Workflow and Mediaplan within a budget of $100,000
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Skillset #3: Knowing the Digital Landscape
- The Evolving Digital Advertising Ecosystem
CASE STUDY
• Look at your company setup, in your role as a business owner / marketer, identify stakeholders and resources needed to run a campaign.
• Internally: Human Resource, Knowledge, Time, Data
• Externally: Consumers, Behaviors, Data
• Any other factors to consider?
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Skillset #3: Knowing how the Digital Landscape is Evolving
- The World of Programmatic
WHAT IS PROGRAMMATIC AD BUYING?
• A Program is a set of instructions that define the order in which a computer would operate.
• Programmatic Buying is a set of instructions that define the order in which a computer would buy media to advertise.
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HOW DOES PROGRAMMATIC AD BUYING WORK?
• When a consumer loads a web page with an available space for an ad impression, the publisher of the page puts up the ad impression in an ad marketplace. The ad marketplace then runs a match amongst advertisers interested in the opportunity to serve an ad to that consumer. Dozens of advertisers may simultaneously compete by means of an auction. Ultimately, only one of them wins the auction and earns the right to serve an ad to the consumer.
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Ad, URL & Price
IS PROGRAMMATIC AD BUYING THE SAME AS REAL TIME BIDDING?
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DMP
Any Commitments?
PublisherAd
Server
PublisherAd
Server
PublisherAd Server
Clears the Impressions in a programmatic direct way
PublisherAd Serverc
Clears the Impressions Programmatically
PublisherAd Server
PublisherAd Server
Ad Networks
SSPs
Traders
PublisherAd Server
PublisherAd Server
Private Exchanges
Open Exchanges
Open Exchanges
Open Exchanges
Open Exchanges
Ad Networks
Traders
DSPs
OpenXRTB Publisher
Ad Server
PublisherAd Server
OpenXRTB
PublisherAd Server
OpenXRTB
CATEGORIES OF PROGRAMMATIC
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Nature of Deals Nature of Inventory
Price Variant Buyer to Seller Ratio
Other MarketTerminology
OtherFactors to Consider
AutomatedGuaranteed
Reserved Fixed 1S : 1BProgrammatic GuaranteedProgrammatic PremiumProgrammatic DirectProgrammatic Reserved
Priority in deliveryDeal IDData UsageTransparencyPrice Floors
Non Guaranteed
Unreserved Fixed 1S : 1BPreferred DealsPrivate AccessFirst Right of Refusal
Invitation Only Auction
Unreserved Auction 1S : FewBPrivate MarketPlacePrivate AuctionClosed AuctionPrivate Access
Open Auction Unreserved Auction 1S : AllBReal-Time Bidding (RTB)Open ExchangeOpen MarketPlace
HOW DIGITAL MEDIA IS VALUED?
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CASE STUDY
• What resources would you need to go programmatic?
• Skills & Expertise? Stakeholders?
• Data Management?
• Tracking and Measurements?
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Skillset #3: Knowing how the Digital Landscape is Evolving
- What is Re-targeting
WHY IS RE-MARKETING (AKA RE-TARGETING) IMPORTANT?
• 97% of consumers do not buy on the first visit.
• 15% of consumers buy on subsequent visits.
FOLLOWING UP ON YOUR LEADS… RE-MARKETING
1. Users visits but leaves without buying
2. Users clicks to shopping cart but leaves without buying
3. Users last chance to buy now.
Product Websites
eCommerce / Marketplace
Mediacorp Network of Sites
Remarketing is Focused and Lower Cost | Increase Site Traffic by 3x-4x | Increases Brand Awareness
eCommerce / Marketplace
User Journey
Tracker Implementation
CASE STUDY
• If you were to plan for Re-targeting efforts, what and how would you plan for your site?
• Products? Genres?
• Price?
• What KPIs would you consider?
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Skillset #3: Knowing how the Digital Landscape is Evolving
- What is Ad Tracking? Why is adtracking so important
A SIMPLIFIED ONLINE CAMPAIGN SETUP
WHAT IS A COOKIE?
Cookies are tiny plain text files that are saved within your browser when a user surf a website. They contain specific information that identifies the user and remember the user’s activities on the website. Cookies are set to expire after a specific period.
1hp-b2e-b96d
Authenticate Session Preferences
THE BASIS OF ONLINE TRACKING
MOST SOUGHT AFTER TRACKING• 2 over-arching principle
• View-through: Activity is performed after the user has seen
• Click-through: Activity is performed after the user clicks
• Multiple types of conversions
• PAGE VIEW
• DAILY VISITS
• ITEM PURCHASED
• TRANSACTION (Sales)
• APP DOWNLOAD
• CUSTOM
Webpage
<!DOCTYPE html><html lang="en-US" prefix="og: http://ogp.me/ns#"><head>
<meta name="viewport" content="width=device-width, initial-scale=1.0, maximum-scale=1, minimum-scale=1, user-scalable=no"><!-- Activity name for this tag: Points --><script type='text/javascript'>var axel = Math.random()+"";var a = axel * 10000000000000;
document.write('<imgsrc="https://pubads.g.doubleclick.net/activity;xsp=3316;qty=1;cost=[revenue];ord=[order id]?" width=1 height=1 border=0/>');
</script><noscript><img
src="https://pubads.g.doubleclick.net/activity;xsp=3316;qty=1;cost=[revenue];ord=[order id]?" width=1 height=1 border=0/> </noscript>
Page source
Ad Serving and InterestTracking
Example: Impressions, Clicks, CTR, Audience,
Interests, Behaviors, Interaction rate,
Completion
Activity Tracking
Example: UVs, PVs, Daily Visits, Dwell Time, Scroll Depth
Activity Tracking
Example:UVs, Transactions, Items
Purchased
Activity Tracking
Example:UVs, Transactions,Items Purchased
CONVERSION TRACKING FLOW
Sites Publisher(Desktop/
Mobile Web)
Mobile Apps SocialMedia
Blogs / Forums
Search Marketplace(E-commerce)
3rd Party Ad-serving
Yes Yes No No No No
CookieTracking
Yes No No No No No
AlternativeSolutions
Yes(Web-
analytic)
Yes(Device ID)
Yes(Click
tracking)
Yes(Keywords -
Social Listening)
Yes (Click
tracking, Web-
analytics)
No
CAPABILITIES AND LIMITATIONS OF TRACKING
CASE STUDY
• When you are planning and prepping for campaign execution, Where and what are the touch points that you would need to track…
• Brand Awareness
• Lead Generation
• Acquisitions
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Skillset #3: Knowing how the Digital Landscape is Evolving
- GDPR, does it matter?
PDPA & GDPR
• Singapore Personal Data Protection Act 2012 (PDPA) is a law that governs the collection, use and disclosure of personal data by all private organizations. The Act has come into full effect on 2nd July 2014. Organizations which fail to comply with PDPA may be fined up to $1 million and suffer reputation damage
• The General Data Protection Regulation (GDPR) (EU) 2016/679 is a regulation in EU law on data protection and privacy for all individuals within the European Union and has come into effect 25 May 2018. It addresses the export of personal data outside the EU. GDPR seeks to give people more control over how organizations use their data, and introduced hefty penalties for organizations that fail to comply with the rules, and for those that suffer data breaches. It also ensures data protection law is almost identical across the EU.
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FAST FACTS IN EU
• 80% prefer free sites with ads to paying for content.
• 92% would stop using their favourite site or app if they had to pay for it.
• 42% are happy for data to be used to deliver personalized ads.
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BENEFITS FOR BEHAVIORAL TARGETING IN ADVERTISING
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PERSONAL DATA
• Information related to a person / human that is identifiable or can be identified.
• Name, Number, Location, Online ID etc
• IP Address, cookie ID, RFID tag when it can be combined with profiles.
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DATA SUBJECT RIGHTS
• The right to access
• The right to rectification
• The right to erasure
• The right to restrict processing
• The right to data portability
• The right to object
• Rights related to automated decisions, including profiling, with legal or significant effects
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DOES IT MATTER?
• Yes! If you are the Controller or Processor based in EU.
• Yes! If you monitor the behavior of people in EU.
• Yes! If you offer goods and services to people in EU.
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CASE STUDY
• What steps have you planned or put in place to ensure that you are either PDPA or GDPR compliant?
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ASSESSMENT
“Look at the case in front of you, set up your campaign…”
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WHERE DO I BEGIN ?
•How can I initiate a conversation ?
•Who can I begin with ?
•SMART Goals
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