Custom audiences

Custom audiences are about targeted ads to individuals within a target group. These are created by obtaining information about the user. This can include data such as email address, phone numbers and as much other personal information as possible. Using this information, marketers can use those involved to show targeted ads.

This is done by matching the list of data with data from the platform. Based on these matches, a target group can be determined. Or, on the contrary, it is determined which people clearly should not be in the target group. By collecting this personal information about users, a custom audience can be created.

Privacy and customer audience 

The problem with custom audiences is the well known privacy issue. The European umbrella organization of privacy regulators, the EDPB, clarifies this. It is important that you tell the user/ give them the option of having their information used for other purposes. As long as you do this, creating a custom audience is allowed according to the EDPB. On the collection and use of personal data for custom audiences, the EDPB says the following:

• The personal data that the data subject provides to an advertiser (such as a phone number or email address)
• The personal data used by the advertiser to show targeted ads to that same data subject

In addition, you are independently responsible for uploading the information into a matching tool platform. The matching tool platform is also independently responsible as it makes the choice to make users' data available, an advertising tool. Together, platform and advertiser are responsible for the matching process, selection of targeting criteria, reporting with campaign results and uploading the unique IDs.

You can outline a custom audience if you communicate well with the user. When they leave their information they have to give permission for it to be used for other purposes. From this information you can then create a custom audience that you can show targeted ads to.