We spoke with Jeremy Tillman, President of Ghostery, about how the cooperation with Cliqz has changed and what impact the Corona crisis has had on privacy on the Internet.
Shortly after the General Data Protection Regulation (GDPR) came into effect, the Munich-based start-up Cliqz, a majority holding of Hubert Burda Media, is presenting a new, innovative advertising model: MyOffrz will enable consumers to be addressed individually with specific purchasing interests without sensitive data and individual profiles being stored about them. The storage and processing of data is moved from the server side to the client side. The user's personal data never leaves the computer, as it is usual with Ad-Tech providers such as Criteo, Google or Facebook, which collect and store as much data about their users as possible. The MyOffrz software recognizes purchase intentions locally, i.e. on the terminal itself. Users are offered attractive discounts and special offers. The data remains in the possession and under the full control of the users.
Paradigm shift: The European way
"The transfer of the targeting logic from the server side to the customer's end device is a real paradigm shift. Data remains in the possession and under the control of the users, yet targeting-based business models are still possible. With our innovation we have proven that an individual approach to consumers and privacy aren’t mutually exclusive. Nobody can say anymore that internet companies need to know as much as possible about their users in order to make relevant offers", explains Jean-Paul Schmetz, founder and CEO of Cliqz.
"MyOffrz as a proof-of-concept is a clear signal to politicians not to be deceived by those who claim that without the possession of data about users, business on the Internet would not work. I.e. Google could easily offer browser-based performance marketing with Chrome or refrain from storing search entries if they only wanted to."
Jean-Paul Schmetz, Cliqz CEO
"The entire industry finds it difficult to return the data into the possession and under the control of the users. This is exactly what constitutes the core of a data protection-oriented approach, which corresponds to the spirit of GDPR. Let Silicon Valley no longer dictate how to do business on the Internet! Let's go our own European way!," Schmetz states.
Pilot phase with well-known brands successfully completed
Cliqz bundles its business in Cliqz MyOffrz GmbH, which was founded in August 2017 and is managed by Managing Director Lukas Jakobs. The media manager with many years of experience in management positions at the performance marketing specialist Quisma (GroupM) and the mobile marketing start-up Permodo (Ströer) formed a team of data specialists, campaign managers and customer advisors and is significantly involved in building the MyOffrz technology platform.
"We are pleased to officially announce the launch of MyOffrz today. Browser-based performance marketing is the future-oriented way to reach users at the right time at the Customer Journey – regardless of the website they are currently on. The completely risk-free billing model is particularly attractive for performance-oriented marketers and we are happy about the very positive feedback from our previous pilot customers, who have worked closely with us in recent months to bring this innovation to market."
Lukas Jakobs, Managing Director of Cliqz MyOffrz GmbH
Among the pilot customers were well-known brands such as MyToys, Toyota, Cyberport, HUK24, Flaconi and Telekom, as well as numerous agencies and agency groups, including GroupM, Mediacom, Wavemaker, OMD, Omnicom, PHD, DentsuAegis, Performics, Tradeers, Metapeople, Sunnysales and many more.