There’s been a lot of news recently about the misuse of customer data and the general distrust consumers have with how their information is being sold, shared, and used across the internet. Companies are already feeling the heat, and we’re really just scratching the surface of the impact, as investigations like that of Cambridge Analytica continue to unfold.
Digital marketing is at an operational and ethical crossroads, with billions of dollars at stake.
The thing is, good digital marketing practices shouldn’t have to rely on the use of third-party data, obtained and pieced together without the knowledge and consent of the individual consumer. Marketers should strive to have a trustful relationship with their customers, built upon information knowingly shared. First-party data is always going to be more accurate than data bought from third-party providers and will always deliver stronger signals of a person’s preferences and behaviors. Marketers will derive more value from this type of data and, in-turn, the brand can deliver more value to each individual customer.
Committing to understanding customers, while honoring privacy
At Lytics, we know the marketers we work with are committed to trust and transparency. Our customers rely on Lytics to be a secure platform that protects their data and their customers’ privacy rights.
Our approach is simple: We only collect data on our customers’ behalf, which means we never use data for any purpose other than our role as a data processor, to help our customers collect and analyze information to make better marketing decisions.
The Lytics platform helps our customers understand the people that engage with them in a trustful way.
This is why we were incredibly disappointed to be included in an article recently published in TechCrunch that portrayed Lytics in a manner that goes against everything we stand for. This article misrepresented what Lytics does. We are 100% committed to maintaining the security and privacy of our customers’ data, and we only collect and store the data our customers have been given permission to collect and store, under their valid privacy policies or other end-user agreements. We never share, aggregate, or sell any data. Ever.
Here are the facts
It’s important to set the record straight on a few things:
First, the TechCrunch article implied that Lytics sells publisher monetization services based on collected data. This is false. We never share, aggregate, or sell any data. The data we collect on our customers’ behalf is never shared, sold, or used by Lytics for any other purpose. Never.
Second, the article mentioned that our collector tag has the ability to collect user data from a Facebook login. This is also false. Our collector tag does not listen for or pick up any data from a Facebook login. We do integrate with Gigya and Janrain and other social auth tools (including our own native social authentication via our Pathfora SDK), but this capability is solely used to confirm that a valid login occurred. Again, we don’t use the Facebook login to listen for or collect any user data from Facebook.
Third, while it is possible that a tag manager such as Tealium or Segment can be instrumented to capture user data from Facebook and this information could get passed to Lytics (or any of the other marketing tools and products you send tag manager events to, including Adobe Analytics, Google Analytics, Salesforce Marketing Cloud, etc.), we have not seen this in any of our implementations, and if we did, we would identify this as a risk during the customer setup process.
Trust through transparency, consent, and service
Lytics is committed to trust and transparency and, as such, does not use third-party data, is not a cookie pool, and does not share or sell data collected.
We enable our customers to be fully transparent about the customer data being collected and how it gets used.
Our platform delivers marketers a customer-centric way to engage, built on first-party data that individual consumers have consented to sharing. In turn, the consumer gets treated as an individual, with marketing tailored to serve them based on their unique preferences and needs. We believe this is the future of digital marketing, built on trust, and in service of the consumer.
UPDATE: The original research report that erroneously included Lytics has been corrected, stating now that our collector tag was not the cause for the Facebook API access. TechCrunch has since removed mention of Lytics from their article.