GDPR & Linkedin Ads ⚠️

⚠️May 25, 2018, GDPR

On Linkedin Help Center you can find this article:

"LinkedIn Marketing Solutions and The General Data Protection Regulation (GDPR)"

Often people don't take this serious enough, but GDPR might cause issues, or even highly valuable problems. The highest possible fine is €20,000,000. And it is very important to know, that it doesn't matter where you live, up until you have one single email address from one single EU citizen, you have to protect her/his data as GDPR regulates it.

Here under I copy-paste some parts of the Linkedin Help Center Article:

• LinkedIn member data: To address requirements under the GDPR, members will have more control over how their data is used for targeting purposes, such as their demographics and third-party data.
• Deletion of data: Personal data like audience email addresses that is stored by advertisers in LinkedIn Campaign Manager will automatically be deleted in 90 days if it is not edited or being used in any active campaigns.

[...]

• Do customers of LinkedIn's Sponsored InMail need to anything to be compliant with the GDPR? 
  In many cases, customers will not need to take any additional action to use LinkedIn's Sponsored InMail products. However, if customers are providing personal data to LinkedIn to target Sponsored InMails, Customers should ensure that they have a legal basis and right under GDPR to provide LinkedIn any personal data (even in hashed email form) for advertising purposes. It should be noted that 1) customers are always responsible for any personal data contained in the ad, and 2) customers are responsible for any personal data that they may gather in response to their ads, including a recipient providing contact information. LinkedIn recommends customers get advice from their own counsel regarding the applicability of the GDPR to their activities.

[...]

• What data does the LinkedIn Insight Tag collect? 
  The LinkedIn Insight Tag creates a unique LinkedIn browser cookie on a visitor's browser and enables the collection of the following data for that cookie: metadata (such as IP address, timestamp, page events (like page views), and LinkedIn demographic information if there is an active LinkedIn.com member cookie present. Collected data is encrypted.
  

[...]

• Do customers of LinkedIn Lead Gen Forms need to anything to be compliant with the GDPR?
  Lead gen forms are a valuable way for potential users to express to an advertiser that they may be interested in its products and services. In most cases our lead gen customers will not have to take additional action to comply with GDPR when it comes to targeting lead gen form ads because LinkedIn is managing GDPR compliance with regard to targeting and tracking of ads directed at LinkedIn members using LinkedIn data. That said, keep in mind that customers, (1) are always responsible for the content of their ads, including GDPR compliance for any personal data contained in the ad, (2) are responsible for any personal data that they may gather in response to their ads, including a recipient providing personal information in the lead gen form, and (3) are responsible for GDPR compliance for any personal data that they provide to LinkedIn to target an ad. With respect to data gathered by customers through the lead gen form, we updated that form to better call out the customer's privacy policy and how it will use the data, along with the users' consent to it, as described here. In addition, members will be able to revoke their lead gen submission and have the data deleted from LinkedIn at any point during the 90 days period during which we hold the lead data. LinkedIn recommends that customers get advice from their own counsel regarding GDPR applicability to their ad activities.
  

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• If a customer has obtained permission from their audiences to target with ads using personal data (like an email address), can the customer target these audiences on LinkedIn using such data? 
  Regardless of whether a customer has sought and received permission from its audience to target ads to them using personal data (such as email addresses), a member's personal data sharing preferences on LinkedIn ultimately determine whether the advertiser is allowed to use such data to target her/him with ads on the LinkedIn platform.
  

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• Do advertisers need to certify that their data (like customer addresses) are GDPR compliant before using that data in a campaign? Will LinkedIn be held accountable for this?
  Advertisers need to comply with the law at all times; LinkedIn requires that even today. Advertisers who have concerns about whether their data is GDPR compliant should address these matters with their own legal counsel.
  

[...]

• Will the GDPR impact LinkedIn's ability to use standard demographic targeting (using information such as job title, job function, seniority, company size, industry, and skills)? 
  No later than May 2018, when the GDPR becomes effective, all members will have the option of opting out of allowing use of their demographic data in ad targeting. Members will control this from a new advertising settings page.
  

[...]

• Are any LMS targeting options changing as a result of the GDPR? Will the same segments exist?
  LinkedIn will continue to invest in high-performance targeting capabilities. Customers will be able to continue to use Matched Audiences and profile-based targeting. In some circumstances, such as Matched Audiences and Programmatic Display ads, the GDPR will require LinkedIn and/or customers to obtain an explicit opt in from EU-resident members to receive targeted advertising based on third-party data (that is, data collected off of LinkedIn, such as browsing behavior or email address provided by an advertiser). The features that EU-resident members will be invited to opt in to no later than when the GDPR goes live in May 2018, include: website retargeting with all ad formats, email contact targeting via third-party data segments, targeting saved leads from Sales Navigator with ads in Campaign Manager, and programmatic display ads. Customers will still be able to use account targeting (which uses only first party data) without obtaining an explicit member opt in.

Source: http://bit.ly/LinkedinMrktngSolGDPR-DrLinkedin