Digital advertising is undergoing a fundamental transformation. It’s moving into an era of integrity, built on a foundation of trust. User trust is a competitive advantage and a pathway to sustainable business growth.
User data is important to serve more relevant, customized ads, but at the same time, user data is very personal. Therefore, users need to be given the choice and control over which data they are willing to share or not and for which purposes. Failing to do that, brands will destroy user trust and eventually their business.
Toxic data is bad for business
Toxic data is any advertising data collected or used without the explicit permission of the consumer. The use of toxic data will result in a serious brand health hazard. Until recently, despite the extraordinarily unethical mechanics of most ad technology, using toxic data for advertising purposes didn’t necessarily or directly threaten your brand. But times are changing.
In the last two years, consumers have seen data breaches plastered all over the news. Consumers now know their data is being stolen by the ad-tech industry. So when they see digital ads today without being asked for permission, they’re highly distrustful towards the brands who pay for the ads and the publishers who serve them.
Trust is the foundation of any good relationship. If your consumers can’t trust you, how can your brand survive? The truth is, it can’t. The financial, legal, and reputational risks associated with using toxic data can (and will) destroy your brand. There’s no justifiable excuse for using toxic data. To protect the health and safety of your brand, a new pillar of brand protection is required.
Data safety is the new imperative
Just as it’s imperative to ensure the media upon which your ads are shown is brand safe, you must also ensure the data you use for advertising is also safe. Data safety is all about ensuring that you’re using safe data, not toxic data, for all advertising. By definition, safe data is any data collected or used with freely given and informed consent from the consumer, in compliance with all data privacy laws.
Much like brand safety and fraud prevention, data safety is an issue that needs to be dealt with head-on, forming a critical part of your discussions, planning, strategy, and execution with all and any ad-tech partner.
How to stop the spread of toxic data
Here are three simple steps to protect your brand from toxic data and ensure you’re only leveraging safe data.
Step 1: Data in: Give consumers a clear and fair choice.
It starts with consent. Clear, unambiguous consent. Consumers deserve a fair choice and full control over their data and ad experience. They need to be served consent notices that inform them of exactly how, when, and why their data will be used, providing them with the option to accept or reject with equal ease. Giving consumers this choice builds trust and protects you against legal ramifications.
Step 2: Verification: Insist on traceable and trusted consent.
Consent must be traceable and trusted. Your partners need to be able to show the legal validity of the consent notice and the traceability of the consent given, for all the consumer data collected or used. If this cannot be provided to you, it means the data is not safe. If the term ‘traceable consent’ is not yet part of your daily professional vernacular, it soon will be. Insist that your partners can provide traceable and trusted consent for all the data they use for your campaigns.
Step 3: Data out: Provide a simple way for consumers to change their preferences.
When a consumer consents to sharing data, they need to know they can quickly and easily change their preferences at any time with just a few simple clicks. They also deserve the right to be forgotten and have their data permanently erased. This is a fundamental right in data protection regulations, and it’s a mandatory step to ensure data safety.
Ogury is leading adtech into a new era of integrity and trust
Digital advertising is undergoing a cardinal shift. We are now at a point in time, where the old ad-tech ecosystem, built on deceit and opacity, is breathing its last breath. After years of consumer data abuse, and obsessive short-term focus on unsustainable ad results with no concern for the broader consequences, the industry realizes the damage toxic data is doing to the entire ad-tech ecosystem.
It’s time to make data safety a priority. You must spend an equal amount of time, money, and resources on ensuring data safety, as you do brand safety and fraud prevention.
Ogury only uses safe data and delivers relevant ads in brand safe and fraud-free environments.
Ogury has built its business on the belief that user choice should be placed at the center of all digital advertising strategies, and has proven that it’s possible to respect users while also delivering business results. As the leader in choice-driven advertising, Ogury has relied on collecting user consent and preferences since its founding in 2014; long before GDPR and CCPA came into force.
By adopting this kind of user-first approach, there is a real opportunity to effectively engage consumers on mobile, generate measurable returns on all ad spend, and to establish a sustainable future for digital advertising, that is built on trust.