Whether on the advertiser's or surfer's side, the concept of geolocation, or data-sharing in the broadest sense of the term, despite its relevance, can sometimes cause concern.

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Thanks to Big Data, the trend is now that of the hyper customisation of offers to consumers. The mass of data collected about each user, while browsing, now constitutes a real competitive advantage for advertisers if the company uses such data to better meet their customers' needs. A consumer, exposed to advertisement which they deem relevant, is 4 times more likely to make one or several purchases from the brand*.

The exploitation of personal data also has clear advantages for consumers, including improved targeting of the products and services on offer. Most Internet users have understood the principle and share their browsing habits with publishers, in order to receive more relevant advertising, such as local offers for 67% of them, according to the study on the relevance of digital advertising conducted in the United States and Europe. End users appreciate the fact that brands provide them with suggestions and even, ultimately, anticipate their needs.

Up to that point, this is a perfectly win-win situation for advertisers and their target demographics, although the situation is more complex than it may at first seem … for both stakeholders.

From the end user's point of view, paradoxically, the latter has a negative opinion on the use of their personal data and the violation of their privacy.

In return for personalised offers, consumers provide access to personal data including their name, gender, geolocation information, and frequency of use of a given application. Every minute, for instance, Google records 3.8 million different queries on its search engine, and Facebook records just as many "likes".

Yet, according to the Publicis ETO agency, nearly 78% of French people are not happy with the fact that their information is collected and stored in databases. Individuals will often readily provide information, but they mainly want assurances about the type of use that the company will make of the information.

From the advertiser's point of view, there is no peace of mind either.

On the one hand, the confidentiality of data has naturally put many companies on the defensive. They also have difficulties in communicating with their users about their privacy policy.

On the other hand, there is concern regarding service providers. Given that advertisers do not always control the data, or the tools, they must place their trust in their partner (such as the application publisher or the trading desk) who may sometimes abuse their privilege. When using a web-to-store approach, it can be impossible for advertisers to consider communication that is not geographically-targeted. However, this type of targeting can restrict a service provider's broadcasting power. In such case, the partner may broadcast outside of the defined area in order to deliver the expected volume of impressions. In order to combat this type of fraud, a well-crafted contract can help to protect the advertiser, provided that they are even aware of the deception.

Proxistore provides an unequivocal response to the concerns of both stakeholders.

End users can feel reassured because Proxistore ensures that their personal data is used wisely and will remain confidential. For Proxistore, privacy is more than a simple legal standard; it is a matter of "loyalty" to customers. The data is neither recorded, not stored in a database, nor disclosed to third parties, outside of the partner sites with the end user's agreement (opt-in) and solely for the purpose of displaying local advertisements. A single geolocation cookie is placed on the user's device, which they may decide to keep or discard. The geographical data, which is used to display local advertisements, is entirely transparent and available on the displayed Proxistore advertisements and on the platform https://www.proxistore.com/geolocation on which the end user may at any time view, change or delete their location. For more information on the Proxistore technology: https://www.proxistore.com/articles/fr/comment-fonctionne-le-systeme-de-geolocalisation-brevete-de-proxistore

In addition, Proxistore fully complies with the GDPR, the future European regulation on the protection of personal data, which will enter into force in 2018.

Proxistore has also established this relationship of trust with its partner advertisers. Proxistore offers its advertisers a 100% legal geolocation solution that observes Internet users' right to privacy. The information relating to campaigns is available on a broadcasting platform for online and local displays. Advertisers are provided with "live" access to their campaigns at any time, in order to view their statistics and review or change the broadcasting areas, visuals and any other component of their campaign. By locating themselves within their catchment area, advertisers are also able to gain their own insights into the power of Proxistore's geolocation system and the accuracy of the local dissemination of their advertisements.

Proxistore has successfully combined legislative imperative and rules of ethics, an essential factor in gaining the trust of Internet users and advertisers alike with regard to its technology, in the service of ever more powerful local communication.

* Outcome communicated by Quantcast following the study "Is digital advertising always relevant?", commissioned from the Brunswick Research Institute, conducted with 7,000 individuals in the United States and Europe. Sources : http://www.journaldunet.com https://comarketing-news.fr