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Retargeting and Digital Media (ads)
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If we have a website with appropriate HCP validation, and the website has a retargeting cookie, can we show that user HCP-directed ads? The ads would be displayed on other sites. This is similar to shopping at Amazon for red shoes and then seeing ads for red shoes on other sites. Of course, the ads would undergo PAAB-review.
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Hey @AnetteCPC
This would not be acceptable as the cookies would be placed on the computer, but they would not be able verify who is using that computer. If an HCP was to sign into a verified site on a shared computer, sign out and leave that computer, the next user would be exposed to advertising without verification that they are an HCP. This would contravene consumer regulations.
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Hi Jennifer - as a follow-up, would retargeting be more acceptable if limited to mobile users only? These devices are not shared, so we could more confidently ensure the ads are only served to the originally-validated HCP.
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Good Morning @alee
What a great question. This one got us thinking.
We see your point if the sponsor can confirm that the cookies are tied strictly to cellular phones, this would appear to be sufficiently targeted to HCPs. Tablets, ipads, and other such devices are much less likely to be tied in a 1:1 ratio with the user (HCP). There should also be explicit cookie approval by the HCP after they have been validated as an HCP. During the review, ALL targeting information would have to be provided. The standard practices for targeting should still be applied.
