Anyone working with digital marketing has surely not missed this four letter word in the past months. Yes we mean GDPR, obviously.
On May 25th 2018 The European General Data Protection Regulation becomes enforced. While the acronym GDPR might be familiar to most, the content of the regulation as well as the implications still remain vague to many. Organisations and businesses on almost all fields will be affected.
As Leiki has been working on the forefront of AdTech and digital marketing, we’ve had a front row seat in observing the development of the industry as well as the GDPR guidelines. There has been no reason for concern for us as from the very start of Leiki we’ve adopted a simple, clear and strict approach to privacy: identities of users are none of our business. Our policy is not to store any personal identifiers that we could use to identify a natural person.
What personal data, privacy and GDPR means to Leiki?
Leiki is a Semantic AI company, focusing on the processing and analysing of data on behalf of our customers. Our technology is designed to make sense of our customers’ textual data and analyze interests associated with browsers without us storing any personal identifiers for those browsers. This allows our customers to make their services easier and more interesting to use. Leiki services enable our customers to provide content recommendations, meta tagging, enhanced search functions, as well as interest-based targeting for advertising.
Leiki is compliant with GDPR. Key legal definitions in GDPR are Personal Data, which means data that can be identified to a natural person, and Data Processor, which is a company that processes Personal Data. By default Leiki’s data is completely anonymous and does not contain any identifiers of a natural person, and thus it is not Personal Data. Normally Leiki does not act as a Data Processor.
Some of Leiki’s customers can have registries of Personal Data, for example publishers have subscriber databases. It is possible to set up a co-operation where Leiki’s anonymous data is sent to the customer, and the customer connects it with their Personal Data. Even though Leiki itself still does not have any personal identifiers, in such a case Leiki’s data becomes Personal Data and Leiki becomes a Data Processor. As the actual person registry is on the customer side, Leiki only works with them if the customer is fully compliant with GDPR regulations.
Will GDPR improve digital marketing and boost business?
Since both consumers’ privacy and adding value to marketing by ensuring it’s personalised and interesting to the end user go hand-in-hand with Leiki’s core values, GDPR has been the logical step forward in our opinion. If not before, by now most organisations are finally taking real interest in understanding what type of interactions take place online with their customers, what kind of data is being gathered and also how this can bring more value to both sides of the table.
When companies reach out to their customers with personalized messages, rather than sending campaign after campaign of unwanted mass marketing, this will bring more value to the customer as well as less disturbance – and in the end also more business to the company.