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Smartpipe looks to solve GDPR-compliant ad targeting by treating identifiers as ‘snowflakes’
Within mobile networks, Smartpipe finds targeted users and then swaps out their identifying phone number for a single-use token.
A London-based company has come up with a way to target ads that can satisfy both marketers and GDPR.
The central problem is that marketers target ads at specific individuals or groups of individuals, as consistently identified by cookies, mobile device IDs, digital fingerprinting or other techniques.
But the upcoming General Data Protection Regulation (GDPR) prohibits marketers from employing unique persistent identifiers for any citizen in the European Union (EU), unless explicit user consent is granted for each use. And that’s impractical for current ad targeting and retargeting, since it would involve the user clicking permission every time an advertiser wanted to show them a specific ad.
Smartpipe attempts to solve that problem for users inside a mobile network by creating a temporary identifying token that is tied to the event — such as the targeting of a single ad — and not to the individual.