An important aspect of trust is not to ask for it, but rather to be able to establish it through demonstrable measures and efforts. Trust is more than just talking about it on a website, or at a conference. It needs to be followed through with action.
We sincerely hope that all players - from publishers, ad exchanges and supply-side platforms to agencies and demand-side platforms - are willing or able to do this.
This is especially important in the context of increasing security incidents at adtech firms.
Trust includes transparency, data privacy and data security, measurement product partnerships and audits, including around fraud and brand safety.
We had discussed transparency in detail in our previous post. In this article, we will focus on data security and privacy.
Demand-Side Platforms (DSPs) have access to massive amounts of advertiser data. This may include information from events such as registrations, purchases, search keywords, products visited, etc., which is further enriched (where permitted) with third-party data to get a complete picture of the user’s interaction with advertising and their browsing behavior and interests.
When such volume of user data, which under certain jurisdiction(s) may potentially be deemed to be personal data, is handled, two questions need to be answered:
The critical questions with regard to personal data include:
Here we will define our tech and explain our principles of processing and storing data, along with how we make it available to advertisers while adhering to the highest data privacy standards. How did we design a secure platform and how it is independently audited on a regular basis?
All personal data of advertiser’s users along with other user data sets (if requested by advertisers) are maintained in silos, completely secure and confidential as per stringent requirements and processes, in accordance with internal privacy practices and policies which are based on privacy by design. Some of the measures typically undertaken are:
It is imperative for all companies in the advertising ecosystem to increase transparency in their products and operations in a demonstrable fashion to earn and maintain the trust of advertisers. It is on ecosystem players to manifest this through tangible, practical steps implemented to raise the levels of transparency, trust and accountability.
About the Author
Praveen Rajaretnam has over a decade of experience in mobile marketing and growth marketing. He started his career as an engineer at a cybersecurity firm, working on automation and performance testing. Praveen also started a social commerce firm, running marketing and growth strategies there. He spends considerable time researching anti-fraud methodologies, attribution mechanisms and real-time bidding technologies.