Semcasting provides a middleware technology solution that sits between the advertiser, its agency of record and the ads server-Demand Side Platforms. Our role is to facilitate the matching, onboarding and optimization of audiences.
Semcasting compiles household and business data to facilitate the matching process. It is derived from publicly available sources and adheres to online and offline privacy recommendations and regulations of the DMA, IAB, Trustwave, GLB Act regulations, as well as HIPAA recommendations. We are certified for compliance with HITRUST in our management of sensitive data and physical security as well as Trustwave for online data management.
We follow the privacy guidelines detailed in the White House “Privacy Bill of Rights”, the House proposal HR 4081 Consumer Privacy Protection Act of 2017 and the FTC Privacy and Security Update of 2018.
At Semcasting we take privacy seriously and extend full cooperation with the choice standard for all consumers to opt-out of the user of their information for marketing purposes.
With the implementation of the General Data Protection Regulation (GDPR) the law in the European Union a series of regulations have been put into effect that would penalize any party that serves targeted online ads to a European citizen without their consent. There are a number of open questions about the impact and implementation of this regulation regarding absence of consent, geographic targeting, and device identifiers. In the EU Semcasting’s solution s based exclusively on network infrastructure and Internet routing with no personally identifiable IP addresses. A users PII can not be tracked or revealed because the system is strictly based on telecommunications assignment has no knowledge of household or personal information.
HIPAA recommendations for the healthcare and insurance industries promotes clustering of households at a minimum level to assure personal and household identifiers be obscured and that they be stripped of PII. The Graham, Leach, Billings Act further requires that banking and financial offers that are provide unsolicited offers of credit be generalized to a minimum household clustering that averages household credit scores at a geographic level typical of a zip code plus 4.
Smart Zones IP targeting in the United States supports the matching of a digital ID to the organizations CRM file or prospect list at a person, household or business level if the organization is in compliance with local regulations. In specific industries where sensitive information may be associated with a digital ID Semcasting requires that the organization adapt a clustering methodology at minimum level to assure that all personally identifiable information is protected. Smart Zones IP target supports this clustering process by providing a 6 digit zip, 5 digit zip or 3 digit zip postal code output option. We have made a version of this geographic clustering technique available for any organization we provide audiences for.
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