02 February 2020
If your business uses AppNexus remarketing technology, there are a few things that you must keep in mind to stay legally compliant for you start your first advertising campaign.
Remarketing, also commonly known as retargeting, is a very effective method of online advertising that shows your ads across different websites to anyone who has visited your website.
AppNexus services can prove to be a very successful method of bringing customers back to your website and increases sales that otherwise may have been lost. For example, say you run a website that sells furniture. When someone visits your website looking for a new dining room table and then leaves your website, that person will be shown ads for your dining room tables when they visit other websites.
This raises issues of privacy.
While remarketing can be a great way to attract past visitors back to your site, you should inform these people that you gather information for remarketing or similar audiences on your website.
Each of these points is necessary and important, but perhaps the most important ones are the final point regarding opt-out information.
AppNexus makes it incredibly easy to opt out of their internet-based advertising by providing a button a user can click to place an opt-out cookie on the user's computer or mobile device. Below are the before and after images of the opt-out feature AppNexus provides for users.
If the user isn't opted-out:
If the user is opted-out:
This directive makes it a requirement that if cookies are used on your website or mobile app, you must provide clear notice to users that cookies are in use. You can also do this through a separate Cookies Policy agreement.
A popular method for meeting requirements of the "EU Cookies Directive" is to display a pop-up banner or footer notification to users the first time they visit your website.
Below is an example of a pop-up display on the BBC website.
The "Marketing and Advertising Cookies" section separates out each of the different types of marketing and advertising cookies in use by AirFrance and what each type of cookie is for:
Another example of an informative legal agreement can be seen at GourmetAds. GourmetAds website specializes in advertising for food and wine companies.
This is very convenient for users:
Shazam is a customer of AppNexus.
There's a specific section for "Targeting/Advertising" cookies:
The text makes it clear who uses these cookies and how the user will be affected:
These cookies are used by us and our business partners to send you adverts when using the Shazam websites and apps and to target those adverts to you and your interests. In doing this our business partners may use the profiles they have developed of other apps and websites that you have previously visited.
There is also information below the chart that provides links to information on how to stop or disable the use of these "targeting" cookies, as well as information on how to change the option from mobile devices.
This article is not a substitute for professional legal advice. This article does not create an attorney-client relationship, nor is it a solicitation to offer legal advice.