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GDPR-Compliant IRP Tracking - Update for IRP Agencies, Merchants and Service Providers

With increasing GDPR enforcement, it is critical to follow the IRP Tracking and Attribution Standard.
Author
02 July 2021 - 4 min read

Introduction

Since GDPR was introduced, many companies have been implementing privacy changes. For example, as of iOS 14.5, Apple is allowing iPhone users to prevent advertisers such as Facebook from tracking them across their apps. Apple will also be giving consumers the ability to stop companies tracking their email activity altogether on Apple devices in 2021.

Allowing cookie consent is now mandatory for GDPR. When consent is offered, IRP has tracked that 50% of web-browsing users will opt to decline cookies.

This consumer choice will have a major impact on non-essential marketing tools such as Google Analytics, Google Ads and other marketing channels. This is perhaps the largest event in online shopping since the arrival of third-party tracking.

Ongoing changes to the IRP Commerce Cloud will help IRP Merchants to manage GDPR compliance.

This article describes how PartnerIDs must now be used to track marketing ROI and reinforces the importance of following the IRP Tracking and Attribution Standard.

Note: In a separate article we describe the steps that IRP Merchants need to take now to be GDPR-compliant in terms of cookie consent – see GDPR Cookie Consent Updates that Require Immediate Attention.

PartnerIDs for tracking marketing ROI on IRP Commerce Cloud

PartnerIDs are the most accurate way to track the true ROI on marketing channels to ensure that campaigns can be optimised for continuous improvement of CPA%.

Here is an example of one Merchant where PartnerIDs have NOT been set up correctly for Bing and Webgains – this will have an impact at business level if not corrected:

IRP image

To ensure that PartnerIDs are correctly configured, it is critical that all IRP Agencies, Merchants and Service Providers follow the IRP Tracking & Attribution Standard (log-in required).

Summary of changes

Legal updates for IRP Merchants to transition to Version 8

IRP Merchants will have to update their Agreements to ensure legal compliance to move to IRP Commerce Cloud Version 8.

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