How it works
DMP or DSP segment pixels are embedded in FreeWall answer buttons. These “fire” when a user clicks on an answer; the data is then immediately recorded in the client’s DMP/DSP for immediate activation.
Compliant
The audience segments we generate using FreeWall are 100% GDPR compliant. This is because it’s deemed to be fully consented as required by the ICO by meeting the following criteria:
The name of the organisation collecting the data is clearly specified
The consumer is explicitly made aware regarding why the data is being collected
The consumer is given the ability to opt-out of providing any data
Simon McDougall (Executive Director - Technology Policy and Innovation, ICO) has publicly called out Rezonence as an example of good practise.
1st Party
The data collected using FreeWall is directly transferred from users’ browsers to the client’s DMP, DSP or data storage server.
The client owns the data and because it was generated by means of direct interactions with users, it is therefore classified as 1st party data.
Bespoke
FreeWall allows advertisers or publishers to pose bespoke questions to their target audience and segment them based on the answer they provide.
The restriction of only having to work with the segments in a DMP or marketplace has been lifted; we now allow our clients to create bespoke audience segments in realtime.
Deterministic
Most audience segments listed in DMPs or data marketplaces are based on small deterministic data sets which have then been extrapolated using probabilistic models. This results in low accuracy which subsequently leads to lower ROI for campaign activations.
FreeWall allows our clients to create large segments populated entirely based on actual responses from real people. This 100% deterministic data results in significantly better campaign performance downstream.
Examples of our work
Click on an image below to interact with a live FreeWall.
Scale
The publishers that we partner with are some of the largest in the UK.
This coupled with FreeWall’s 50+% engagement rate means that we are able to generate millions of data points a day.
