Grapeshot has launched a GDPR-safe solution for brands and agencies to target audiences with relevant messaging, without the use of third-party data and cookies.
The General Data Protection Regulation (GDPR) goes into effect on May 25, 2018 and is expected to render up to 75% of advertisers’ consumer marketing data obsolete according to the company. The biggest restriction will be the inability to use third-party data and cookies to reach European audiences at scale, without first obtaining proper opt-in from individuals.
With this in mind, Grapeshot does not rely on cookie IDs or historical third-party data. Instead it identifies and targets new audiences based on the relevance of the content they’re engaging with online in real-time. Without cookie opt-ins, advertisers can use real-time contextual relevance to sync a brand’s specific contextual targeting needs with the precise content each consumer is choosing to read or watch, in the moment it happens.
“GDPR is possibly the best thing that could happen to brands. It forces an entire industry to rethink its reliance on data and understand how valuable it is to focus on advertisers’ own first-party data and discover unknown audiences without a reliance on cookie opt-in,” said John Snyder, CEO of Grapeshot. “While this sudden and massive shift in how advertisers reach consumers digitally might initially be frightening to advertisers, Grapeshot’s solution will quickly and easily allow them to achieve GDPR-safety, and then scale responsibly and far more relevantly from there.”
Grapeshot’s Contextual Intelligence platform integrates with marketing, publishing and media platforms. Its client roster includes IBM, AOL, theTradeDesk, netmining, exchangelab and worldnow, among others. Founded in 2006, the company has offices in San Francisco, Los Angeles, Chicago, Toronto, New York, London, Cambridge, Singapore, Hong Kong, Shanghai and Sydney.
According to a recent IBM Study, organisations are not ready for GDPR and responding to a cybersecurity incidents is still a major challenge for businesses. According to the report, 77% of respondents do not have an incident response plan that is applied consistently across the entire enterprise.
Copyright © 2018 RegTech Analyst
Copyright © 2018 RegTech Analyst
