Global Targeting with Ad Experiences

Prerequisites

To use this feature, you must have Data Studio and Ad Experiences as part of your DemandScience subscription.

Overview

In addition to our display and retargeting capabilities, DemandScience Ad Experiences offers IP Targeting for U.S. and non-U.S. display advertising. This display advertising method is fully GDPR compliant, alongside the already available integration to LinkedIn for global reach. With it, users can orchestrate their U.S. and global campaigns from a single hub without engaging additional tools for new markets. On our end, we make sure the type of targeting is appropriate and compliant in every region you serve. 

Feature Details

Account-level display targeting in non-U.S. markets can be a challenge, both because of limited or low-quality cookie inventory, and because of strict personal privacy regulations (such as GDPR within the EU). DemandScience account-based display advertising in non-U.S. markets leverages IP-based targeting at the account level to offer our customers the best balance of reach, coverage, and compliance. This also makes DemandScience one of the few platforms that enables marketers to leverage both IP and cookie-based targeting from a single, centralized campaign management system.

With DemandScience's international ad serving capabilities, customers have the ability to:

• Serve ads across Europe, the Middle East, APAC and LATAM
• NOTE: Due to Chinese regulations, APAC currently excludes the ability to target in China. Additionally, DemandScience cannot target the following countries: Cuba, Iran, North Korea, Syria. 
• View similar account-level performance metrics such as: impressions, clicks, and cost metrics in your advertising tactics.
• Geo-location can be applied at the Region, Country, State, DMA (US Only), City, and Postal Code.

Please reach out to your Customer Success Manager for additional details on coverage.

GDPR Compliance

Our global ad targeting software is designed to comply with GDPR and other international data privacy regulations. When serving ads outside of the United States, we automatically utilize the most appropriate and compliant targeting methods, such as IP-based targeting that relies solely on company data without processing any personally identifiable information (PII).

To enhance our targeting capabilities, we collaborate with reputable third-party data vendors who adhere strictly to data privacy laws, including GDPR. These vendors collect data through compliant methods from a network of trusted B2B publishers and websites. The data gathered includes anonymized and aggregated information like unique identifiers, IP addresses, browser types, operating systems, and engagement metrics. This information is used to build demographic segments and infer business profiles—such as industry, company size, and functional areas—without identifying individual users.

Our third-party data vendors ensure GDPR compliance by:

• Using Compliant Data-Collection Methods: They source data from trusted networks where user consent has been properly obtained, avoiding problematic sources like bidstream data, which may not comply with GDPR and other privacy laws. 

• • Data Collection through an Exclusive Data Cooperative

    Content consumption is monitored at a business level through an exclusive network of premium business publishers, analysts, vendors, and content syndication providers to produce a trustworthy source of B2B intent data.

    Over 70% of these sites are exclusive to our data collection network, providing access to a comprehensive pooled dataset that details business firmographics and purchase intent across the B2B web at scale. Intent data monitors content consumption on a business level to detect when businesses are in the market for a particular product or service.

    Access to such detailed intent data enables sales and marketing professionals to more effectively qualify accounts and engage at optimal times during the sales process.

  • Consent is Obtained

    Responsible prospecting and general business practices protect customers’ information and data. If data is obtained improperly from the outset, customers may doubt that their data will be protected throughout the relationship.

    Publishers are responsible for obtaining consent and providing web visitors with the opportunity to opt out of the sale of their data. Our data provider utilizes OneTrust as a Consent Management Platform (CMP) and provides data subjects the ability to submit Data Subject Access Requests (DSARs) and opt out.

• Anonymizing and Aggregating Data: All collected data is processed to remove any PII, ensuring that individual users cannot be identified. This approach focuses on company-level insights rather than individual user behavior.
• Implementing Robust Security Measures: They employ technical and organizational safeguards to protect data from misuse, loss, or unauthorized access, thereby maintaining the integrity and confidentiality of the information.
• Ensuring Legal Compliance: Data collection and processing activities are conducted in accordance with applicable laws, including adherence to GDPR requirements for consent and data protection.

By partnering with these compliant third-party data vendors, we enhance our global ad targeting capabilities while maintaining strict adherence to international data privacy regulations. This ensures that you can expand your global reach without any additional setup or concerns about violating regional privacy laws.

Your Responsibilities

While we ensure that our ad targeting methods and third-party data partnerships are GDPR-compliant, it's important to note that you are still responsible for your own web properties. This includes:

• Cookie Compliance: Ensuring that any cookies used on your websites meet GDPR standards for consent and data handling. Given the evolving landscape of cookie regulations, it's crucial to stay updated on the latest requirements to avoid potential violations and penalties.
• Form Compliance: Making sure that any forms collecting user data are designed in accordance with GDPR regulations, including clear consent mechanisms and data usage disclosures. This helps in building trust with your audience and protecting your organization from legal risks.

By adhering to these guidelines and leveraging our GDPR-compliant ad targeting solutions, you can confidently orchestrate your global ad campaigns. Our commitment to privacy and compliance, along with that of our third-party data vendors, ensures that your marketing efforts are both effective and legally sound.

Fraud Protection, Brand Safety, and Viewability

All DemandScience display advertising, regardless of what geography it’s being served to, leverages our world-class advertising system designed to get more of your ads in front of the people that matter, on high-quality sites.

When you run a DemandScience display ad, here’s some of the things we do before your impression hits human eyeballs:

• Brand safety filter to ensure your ads only serve on high-quality sites without potentially negative affiliations. Remember, we’re trying to create a positive brand association here, so we never put your ads on low-quality sites.
• High-viewability test to make sure that when you bid on an impression, the ad is actually viewable by the site visitor for as long as possible. We’re constantly optimizing our platform to offer ads that real people actually see for a meaningful amount of time.
• Fraud prevention system that continuously optimizes to remove fraudulent impressions from our system using a variety of technologies driven by machine learning. Across our customer base, we see average fraud rates of under 3%, significantly beating programmatic ad benchmarks (which hover around 17% in the US).