What is remarketing and why is it so important?

3. The problems of remarketing campaigns

Besides the fact that multi-platform implementation can be cumbersome (you have to install different tracking codes if you want to do remarketing on different platforms – Google, Facebook, LinkedIn for example), remarketing comes with a specific personal data protection issue (GDPR).

Once you install tracking codes on your website for different online advertising providers, you are passing on data about your customers to them. And even if you don’t have access to personal data (with which you can identify visitors), advertising platforms can link information and use it in ways that contravene the GDPR.

In other words, a site that doesn’t contain tracking code or analytics doesn’t even need a Cookie Notice. For a site that does remarketing, however, things get complicated.

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