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An introduction to how data is used in online advertising. Including, where it comes from, how's used and what people think about it.
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Online behavioural
advertising
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Personally Identifiable Information
Data in advertising
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
Who wants to make money from this?
What data are we talking about?
Geo + Demo
Lifestyle, interests, hobbies
Past purchases
Intent
Where do they get their data?
1st Party 3rd Party
Cookies and beacons
The amount of tracking varies by publisher
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”.
What is a fair exchange of data?
Sports website
“Sports fan”
The advertising industry should agree some
rules
Self
Regulation Transparency
Opt out /
management
Evidon are one organisation powering this in
the US
Currently the targeting is a bit like this
Is the data important?
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