Written by Jonas Kuhnle, Product Owner Data Platform at Meetrics
Meetrics and the new EU GDPR
Meetrics GDPR Blog
Meetrics and the GDPR
GDPR is the name of the game in today’s online marketing industry. Currently companies race to finish up their prep work to be GDPR compliant.
Data protection and privacy were and will always be a determining factor in our work. Due to the new regulations, we re-examined privacy measures. We first started to look into into the GDPR extensively in 2017 back when there still was a long way to go.
Is Meetrics GDPR compliant?
In general, GDPR demands all companies to take data privacy seriously and document the use of personal data. At Meetrics, we took a close look at our processes and how we handle data. Whenever personal data is collected outside a legitimate interest or beyond a minimally necessary amount, consent is required. This has seriously impacted most businesses.
Meetrics, however, processes the majority of personal data solely within our Audience Verification solution for which we collaborate with panels The data our partners provide is kept under particular scrutiny.
Before cooperating with any partner, we verified that their tracking has voluntarily been agreed to and that their users are able to choose how their data is being processed and stored. To secure this data, Meetrics had always opted to use a pseudonym solution. That means – the personal data of the panelists and the ad impression data is never stored together.
Meetrics never creates user profiles and does not track users across websites. By taking this step we ensure that there is no way of getting anywhere close to building a user profile from our data.
To document our data privacy efforts, we added a dedicated section to our website. Please see the link below for all information on how Meetrics collects, processes and stores information. https://www.meetrics.com/en/data-privacy
The legal base for viewability tracking is Article 6 (1) f) of the GDPR. This is one more reason why Meetrics always aims to keep the data footprint we collect at an absolute minimum as we respect the users interest to visit a page without being tracked and profiled in his online behaviours. At the same time, we aim to satisfy the need of our customers for transparent and holistic view over their ad spent. As a result, the minimalist tracking approach of Meetrics aligns closely with servicing legitimate interest.
Going the extra mile
At Meetrics, we continue to take all necessary steps to ensure a maximum of privacy, beyond regulatory requirements like GDPR. Data protection is more than an international regulation: the joint effort to uphold the interests of all interacting parties.