Incorporating a brand’s first party data into a campaign’s targeting strategy can significantly improve campaign performance. Discuss campaign objectives, KPIs and Data Privacy and Protection as part of the briefing process for any campaign to ensure any requirements can be captured early in parallel with campaign planning process.

There are two ways that brands can connect their audience data with Ozone:

  1. Share customer data from a CRM database (or DMP/CDP) to build custom segments

  2. Deploy an Ozone Dynamic Pixel tag on the brand’s website to share site visits

SHARING CRM DATA SHARING SITE VISITS
WHAT Share online or offline data with Ozone via integration with Ozone’s DMP Lotame Ozone Dynamic Pixel implemented on the brand’s website to collect visitor information
HOW Data is shared by secure cookie matching between brand DMP and Ozone DMP (Lotame) Ozone Pixel added site wide to the brand website. Cookie and session data is passed back to Ozone data warehouse, or DSP
WHY To target, model, exclude or personalise a message to users within an Ozone  campaign To target, model, exclude or personalise a message to users in a campaignEnable post campaign attribution by OzoneOptimise campaigns to conversions for DR campaigns
Q's Does the Brand have clear consent from it’s customers to share data in this way? GDPR Policy requires all technology partners collecting data to be listed in the website Cookie / Privacy PolicyThe website should have a clear method of Opting Out of Advertiser Cookies available to users (not cache clearing)


4 Next Steps

  1. Ozone DPO to review brand website for GDPR compliance levels

  2. Ozone to be included in brand website privacy policy (only if Sharing Site Visits)

  3. Brand to sign Advertiser Consent Letter accompanying any Insertion Order

  4. Ozone to sign brand DPA (only if Sharing CRM Data)