25 June 2019
Perfect Audience is a popular remarketing or retargeting platform that places your ads on social media outlets (Facebook, Twitter) and across the web.
Remarketing (also called retargeting) is an effective method of advertising that focuses on pulling back users who have visited your website or used your mobile app but didn't sign up for anything or purchase anything while there.
When you use a remarketing service such as Perfect Audience, ads for your website will be shown on other websites to users who visit your site and then leave to go elsewhere on the web.
Remarketing has proven to be a successful way to pull back potential customers and turn them into actual customers.
This is because the customer must have had an initial interest in your product or service for him to be on your website, and after he leaves, showing him targeted ads for your products will help keep your brand in front of him, bring him back to your website, and likely encourage him to make a purchase.
For example, Perfect Audience provides an easy way to allow users to opt-out on their Opt Out page.
This page from Perfect Audience should be disclosed to your users in this legal agreement (or on the age where you post your disclaimer on using remarketing services from Perfect Audience) to allow users to opt out of Perfect Audience's remarketing service.
This kind of disclosure in this legal agreement varies by company.
Example from Native Instruments
Their section very simply and concisely informs users that a remarketing service is being used by placing cookies and that third parties are using these cookies to serve ads to users.
Example from WeGo
A more lengthy disclaimer such as this will provide more information to a user and can help the user better understand exactly what remarketing is and how it will affect her. However, as long as the information is all there, shorter disclaimers are just fine if not better for being easier to read:
Example from New Relic
This is probably one of the simplest examples given, but it still satisfies the requirements by including all of the necessary information and the opt-out link.
Example from Digital Ocean
First, there is a section titled, "Information Collected Using Cookies" that states that:
DigitalOcean stores cookies for visitors to the Site in order to identify them for relevant advertising through third party websites, also known as retargeting.
Second, Digital Ocean also places information regarding retargeting in a section titled, "Information Related to Advertising."
This section includes information from the "Cookies" section mentioned above but in a way that focuses more on the advertising aspect rather than the cookies aspect.
This double placement of information can be an effective way to ensure that users looking for this information can find it easily. Both sections are logical places for retargeting information to be placed.
Place the necessary information within your current legal agreement. Specific titles to your use of retargeting and overall formatting of these sections are up to you, so long as the relevant information is there.
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.