Eyeota caught up with Per Kristian Tandberg, Managing Director at GDR, to learn more about their commitment to consumer data privacy, what makes GDR data unique, and their data expectations for the year to come.
Can you introduce yourself and your role?
My name is Per Kristian Tandberg and I am the Managing Director at Global Data Resources. My role is to drive Global Data Resources’ international expansion. I hold a master’s degree in Business & Economics, and I have been working in the digital marketing space for more than 20 years, where I live my passion for game-changing technologies. I have built up, scaled, and sold several companies to global players in the online world.
What makes GDR data unique?
As privacy pioneers, Global Data Resources (GDR) is built on respect for users' rights and we do not collect, store, or use private data in our models. We provide privacy-safe audiences, based on census data and non-private offline neighbourhood data that classifies the full population in 16 major markets, covering more than 750 million people
How can your data help brands and advertisers?
Based on our dynamic cluster algorithms, we are able to predict relevant consumer consumption patterns for marketers to rely on. With Eyeota, we enable advertisers to reach consumers across many markets.
Are there any updates to our partnership this year?
We value our long-term partnerships with industry leaders like Eyeota and are always dedicated to contributing further. We are thrilled that our partnership now includes Kantar TGI data in five major markets – with more to come. Having high-quality partners is central to our success, and with Kantar TGI we bring some of the best research data into our models.
What are your predictions for digital marketing/advertising and data in 2022?
Data ethics and user privacy will gain even more traction.
The digital advertising industry needs to realize that harvesting and reusing consumer data can only be done by following not only the letter of the law but also the spirit of the law. The industry needs to deliver solutions that are not only technical workarounds but that really respect the users’ rights to privacy. At GDR we are 100% committed to providing partners and advertisers with efficient omnichannel targeting options without any private user data. Our models and tools like idfree.com do not accept private user data in any way, shape or form.
Another part of the privacy revolution is how to use first-party data. We have developed tools that enable brands and advertisers to utilize their customer data—without sharing them—to gain insights, enhance reach and activate audiences across all relevant digital marketing channels.
With Eyeota, GDR audiences are available in in Austria, Australia, Belgium, Canada, Switzerland, Germany, Spain, France, Italy, Japan, the Netherlands, Poland, Portugal, the United Kingdom and the United States for omnichannel campaign activation on display, mobile and social channels including Facebook, Instagram and Twitter. For more information about GDR, connect with an audience specialist today at datadesk@eyeota.com.