online behavioural advertising
DESCRIPTION
An introduction to how data is used in online advertising. Including, where it comes from, how's used and what people think about it.TRANSCRIPT
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Online behavioural
advertising
If photo is taken from the MediaCom image bank, enter photo credits here: first name, last name, MediaCom city
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Personally Identifiable Information
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Data in advertising
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Why do people care?
Bob
• Good income
• Married with family
• Wants to buy a mid-sized sedan
$40 CPM
News
Sport
Extreme ironing
$0.30 - $2CPM VALUE
GAP
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Who wants to make money from this?
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What data are we talking about?
Geo + Demo
Lifestyle, interests, hobbies
Past purchases
Intent
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Where do they get their data?
1st Party 3rd Party
Cookies and beacons
![Page 8: Online behavioural advertising](https://reader034.vdocuments.mx/reader034/viewer/2022052600/55860783d8b42a4b6b8b4999/html5/thumbnails/8.jpg)
The amount of tracking varies by publisher
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What do people think about this?
“When an ad is targeted properly, it
ceases to be an ad, it becomes
important information”.
David Moore, Chairman, 24/7 Real Media
“… the fastest growing business on
the internet is the business of
spying on internet users”.
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What is a fair exchange of data?
Sports website
“Sports fan”
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The advertising industry should agree some
rules
Self
Regulation Transparency
Opt out /
management
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Evidon are one organisation powering this in
the US
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Currently the targeting is a bit like this
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Is the data important?