Direct Mail / Email Retargeting BannerDirectMailers Internal Resource Center

Direct Mail / Email Retargeting

Banner

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1.

2.

1 GENERAL FAQ

1.1 What Are the Direct Mail and Email Retargeting

Banner and Tags?

The direct mail and email retargeting banner and tags are are a combination of a privacy notice and data

collection tag that allow you to retarget 1st party website visitors through direct mail and email channels

using DirectMailers’ full match network. The privacy notice is provided through a banner that provides

transparency to the consumer about third party cookie setting and about potential identification services.

1.2 Where Can I see an Example Banner?

You can find a copy of the DirectMailers website with the retargeting banner at the link below.

URL: DirectMailers.com

1.3 Why is it Needed for Email and Direct Mail Retargeting?

DirectMailers and their identity partners require a banner notice for email/direct mail retargeting for two reasons:

DirectMailers’s match network – as with most cookie-setting activity around the web – is arguably

built around a promise of anonymity. Cookie match partners' privacy policies often contain notice that

third party cookies, and potentially information for our network, will be used anonymously.

Consequently, DirectMailers can perform identification work for a solution like email/direct mail

retargeting only by offering consumers notice of a new use of their data and an opportunity to opt out.

DirectMailers believes this solution is unexpected to consumers, and a best practice for

unexpected uses of data is to provide enhanced – or “unavoidable” – notice. The banner, therefore,

serves as a way to overcome a prior promise and provide greater transparency for consumers around

a new use of their data.

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1.4 Do I Need to Use The DirectMailers-Provided Banner?

If you wish to use DirectMailers’s full match network, the consumer visiting the brand’s website must be

provided with unavoidable notice and an opportunity to choose not to participate in a banner that appears

immediately upon arrival at the site. The suggested approach is to use the DirectMailers banner, but it is

also possible for you to develop your own banner if you prefer. Your banner must follow the same set of

privacy requirements as the banner developed by DirectMailers.

1.4.1 Banner Privacy Requirements:

The Banner will include:

(a) the fact that a third party will place or recognize its cookie on the user’s browser

(b) that the user acknowledges the notice and agrees to third party identification services by interacting with the site, and

(c) a link to the Client’s privacy policy, which must contain a direct link to the opt out mechanism.

Client must also ensure that the Banner is displayed on Approved Websites such that it:

(d) persists on the screen as user navigates through the site unless or until the user clicks it away,

(e) is in a saturated color distinct from the site content and background, reside in front of or on top of site

content, and

(f) covers at least 7% of the screen as an off-center box or 10% of the screen as a full-length horizontal

header or footer.

2 TECHNICAL DETAILS

2.1 Parameters

The following parameters can be used to adjust the banner's colors, fonts, privacy language and privacy

page links as well as switch the banner between displaying as a floating banner that does not touch the

sides of the screen or as a banner that extends entirely across the bottom of the screen:

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Parameter

Description

Parameter

Banner

styling

privacy_style: 'border:none;border-left:4px solid #fa8d29;border-

right:4px solid #fa8d29;background-color:#efefef;'

Banner

header styling

privacy_header_style: 'background-color:#fa8d29;border:none;font-

family:"Flexo-Light";font-variant:small-caps;'

Privacy

message

styling

privacy_message_style: 'background-color:#efefef;border:none;font-

family:"Flexo-Light";'

Publisher

privacy policy

link*

privacy_link: 'http://myprivacylink.com/'

Privacy text* privacy_text: 'My privacy text'

Tag ID tag_id: ‘123456’ (provided by DirectMailers)

Segment

Data

kv_list: ‘Transportation=Car,Transportation=Bus,Score=10'

Note

publishers should use either the privacy_link parameter OR the privacy_text (with a link to their

privacy policy in the text) but not both together

2.2 Privacy Notification Banner

The privacy notification banner provides users with adequate notice and choice, and is necessary for direct

mail and email retargeting use cases utilizing DirectMailers’s full match network. The banner will appear

before any instance where we would collect information about a user for re-identification and it allows users

to opt-out of tracking before we collect data.

The privacy notification banner is added directly to the page and is NOT embedded in an iframe. The banner

is anchored to the lower left and floats over other site elements. The banner follows the user through the site

throughout the session unless the user clicks to close the banner. In subsequent sessions when the user

revisits the site, the banner will not be displayed.

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The banner size scales with the size of the browser window. It will usually be 14% window height and 50%

window length. There is a floor in how small the banner can be, however. The banner will not be any smaller

than is required to accommodate all of the text in the privacy notification. This means that for very small

browser windows the relative size of the banner will be larger than 14% x 50%.

2.2.1 Default Privacy Banner Language

“We allow our partners to set or recognize its cookie on your browser in order to identify you for

marketing on our behalf. By closing this banner or interacting with this site, you agree to allow our

partners to recognize its cookie and identify you for marketing. Click here [Site Policy] to learn more

about our cookie and advertising policies or to opt out.”

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2.3 CLIENT-SIDE DATA COLLECTION TAG

The DirectMailers client-side data collection tag is embedded within the banner javascript. You can pass

through a Tag ID (tag_id) and Segment Data (kv_list). The Tag ID is provided by DirectMailer Product

Operations Managers. The Segment Data can be defined by the client. An example would be passing

through the product ID of the page the website visitor is exploring so that future marketing messages can

be tailored to the consumer’s preferences. Unique identifiers and referring URLs cannot be passed

through as Segment Data.

The tag automatically collects the following parameters:

Ref-URL, containing the URL of the page where the pixel was fired. The URL will be truncated for

privacy either before any "?" (question mark) or "=" (equals sign) characters if they appear.

Thus, " " will be truncated to "http://www.somesite.com/foo/bar?stuff http://www.somesite.com

" and " " becomes "/foo/bar http://www.someothersite.biz/privacy=important http://www.

"someothersite.biz/privacy

Three different timestamp options:

Log-Date is the date of the exposure in the format . This will be in Pacific Time.YYYY-MM-DD

Log-Time is the date and time of the exposure in the format . This YYYY-MM-DD-HH:MM:SS

will be in Pacific Time. Note that the hours will be in 24-hour format (e.g. 3:26:13 pm = 15:26:

13).

Log-Time-UTC-Sec is the time of the exposure in . Note that Unix time does not Unix time

have a time zone.

2.4 Performace

2.4.1 ASYNCHRONOUS LOADING/BOTTOM OF THE PAGE

To minimize impact to customer sites, the tags are meant to be implemented at the bottom of the page and

load asynchronously. Site load times should not be impacted by these tags.

2.4.2 AWS Hosted

The bulk of the code for the tags is hosted on AWS. This guarantees high uptime. It is also a design that

prevents the tags from breaking a website.

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2.5 Opt-Outs

Users have the choice to opt-out before they are cookied. They can do so either by clicking the opt-out link

in the privacy banner or site privacy policy, or by directly visiting the opt-out page. User opt-outs will be

respected in all instances.

3 REQUIRED LANGUAGE ON CUSTOMER PRIVACY

POLICY PAGEIn addition to implementing the banner, the client must also update their privacy policy to reflect the following

required language:

“We also engage a third party partner for the purpose of identifying users and delivering to them

marketing on our behalf (e.g. email or direct mail). Our partners may collect information directly from

your device, such as your IP address, device ID, and information about your browser or operating

system; may combine personal and non-personal information about you with information from other

sources; and may place or recognize a unique cookie on your browser. This activity enables them to

identify you to facilitate the delivery of marketing on our behalf. To opt out of recognition services

provided by our partner LiveRamp, please go to . To opt out of third party https://liveramp.com/opt_out/

cookies, please go to .”http://www.aboutads.info/choices

4 TAG SAMPLE (JAVASCRIPT)

<script type="text/javascript">

var _lrc = _lrc || [];

_lrc.push(['rtg_config', {

privacy_style: 'border: none;border-left:2px solid #c00; background-color: #efefef;' + 'm

argin: 0; left:0; width: 100%;',

privacy_header_style: 'background-color: #c00; border: none;',

privacy_message_style: 'background-color: #efefef; border: none;',

privacy_link: 'https://privacy.com',

tag_type: 'batch',

tag_id: 1234567,

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kv_list: 'Transportation=Car,Transportation=Bus,Score=10'

}]);

(function() {

var rtg = document.createElement('script'); rtg.type = 'text/javascript';

rtg.src = 'https://cdn.rlcdn.com/js/rtg.js?' + new Date().getTime();

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(rtg, s);

})();

</script>