Target audiences & restricted campaign content
Rokt allows partners to show campaigns to specific lists of customers. Customers are more likely to positively engage on campaigns using these lists. Equally, Rokt must ensure that personalization is appropriate and measured, and does not negatively impact the customer experience.
Audience formation and campaign content
When using audience targeting, partners must:
- Only use lists that partners themselves have generated from their own records in the first-party context, e.g., where the individual being targeted shares the information directly with the partner. Targeting based on third-party lists is not permitted.
Further, partners must not:
- Use sensitive personal data (defined below) for the purpose of forming audiences or for campaign targeting purposes;
- Target, or upload the data of, children under 16, on any website, application, or service that collects or stores age information from individuals under the age of 16;
- Present campaigns or link to any sites that contain, assert, or imply knowledge (whether true or not) of any sensitive personal information.
What is sensitive personal information?
Sensitive personal information is considered, in its broadest sense: any adult activities; sexual behavior or orientation; racial or ethnic information; political affiliation; trade union membership; religion or religious/philosophical belief; negative financial status or personal hardship; health or medical information such as health conditions, treatments or procedures; status as a child under 16; the commission or alleged commission of any crime; or divorce or marital separation. This includes all information, whether or not it is correct, or whether actual or inferred.
Examples
| Sensitive information category | Example of prohibited campaign content |
|---|---|
| Medical information | Hi {first name}. Hate your arthritis? Sign up to receive a sample of Cloud Co’s virtual Emu-Snake Oil today. |
| Divorce or marital separation | Recently divorced? Sign up to receive email alerts from ABC Real Estate to help you find your new home. |
| Religious beliefs | Looking for someone just like you? Get a month free when you sign up to Christian-only/Jewish-only/Muslim-only dating site now. |
| Adult activities/sexual behavior or orientation | Looking for someone just like you? Get a month free when you sign up to Lesbian/Gay/Bisexual/Transgender dating site now. |
| Adult activities/sexual behavior or orientation | Previously visited Lesbian/Gay/Bisexual/Transgenderdate.com? You missed out on great news on the scene. Sign up to our e-newsletter today. |
| Negative financial status | Nearly broke? Need a loan? Get a call from Mega Shark Loan Services today! |
If you have any questions, reach out to your Rokt account manager or email support@rokt.com.