The privacy issue:
With the recent ransomware attacks on computers across the world, leaving individuals and institutions as large as the NHS with compromised data, the issue of privacy on the internet has been brought to the forefront of business discussions.
In the past, there has often been a stress on the utility of cookies in creating effective recommendations for customers using the third-party data accrued from data-logging their sessions. However, with renewed fears around the potential damage that cyber-hackers could do, armed with the data of people and companies, the need for targeting customers without intrusive tracking has become a crucial topic.
Change is on the horizon:
The incoming General Data Protection Regulation (GDPR), due to be implemented on the 25th May 2018, has only served to hasten the need for a new system of targeting. GDPR will take effect across Europe and will result in organisations being required to obtain explicit consent from individuals in order for their personal data on the net to be processed.
It is anticipated that over 50 per cent of the companies who will be affected by the GDPR will not be in full compliance by the end of 2018 (Source: Gatner May 2017), once the regulation is in full flow.
The sanctions for not complying with the rules will vary but may potentially result in fines of up to EUR 20,000,000 or up to 4% of the annual worldwide turnover for the financial year for the organisations found in breach of the new rules.
Smartology has developed technology that provides a cookie-free solution, using semantic profiling to accurately gauge the subject of publisher articles. Serving client adverts that will match accurately to the publisher articles they appear on, enables advertisers and publishers a cookie-free way of getting their message in front of the right user at the right moment. The content in the Ad provides the user with an extended pathway to an article on a similar topic to the one they are reading, and presumably one they are interested in.