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Not an adtech guy... do they actually buy ad slots just hoping that they manage to get someone they can retarget? Or do they know who you are pre-auction so the

by scott00 10y ago

Not an adtech guy... do they actually buy ad slots just hoping that they manage to get someone they can retarget? Or do they know who you are pre-auction so they can bid higher? Just shooting from the hip I would guess the latter is more likely, which means the ad networks would have to have a list of user id, page/product pairs, which sounds a lot like your web history to me.

munchbunny 10y ago
They know when they bid. The easiest way to think of it is that they check your cookies and have a few milliseconds to decide how much to bid. Whoever wins pays and gets the slot. They aren't using your web history specifically, because it's actually pretty hard to do a good job inferring things about you in the few milliseconds you have to make a bid. Instead, there are multi-billion dollar companies including Google and Facebook who do the intetpreting for you and sort of offer a taxonomy of audience groups for you to choose from. So the cookie check at bid time is usually asking one of these middlemen data processing companies for their read on you, which is derived from your browsing history or your Facebook post contents or even what you write in Gmail. Only thing I'd add is that there are many heuristics for deciding how valuable you are as a pair of eyes. Retargeting is about getting an ad to follow you around the internet. But there's also geographical and demographic targeting, which depends on the advertiser having a hypothesis about which target audience is worth engaging.
- cormacrelf 10y ago
  Where can I read more about this? I'm writing a paper.
  - munchbunny 10y ago
    There is plenty of material online explaining how all of this works, but you will have a lot of trouble finding primary sources from the companies themselves because they hide it behind "contact us for more information" gateways. That said, here are a few terms to search as a starting point: * Ad exchange * Real time bidding * Search retargeting * Data management platform * Demand side platform Here are some product names: * Doubleclick Bid Manager * Google tag manager * Google AdX * Adobe Media Optimizer And some companies to look up: * AppNexus * Bluekai * Excelate * Celtra Finally, I'd set up your own AdWords and Facebook advertiser accounts to play around.
  - manigandham 10y ago
    Start here: https://www.quora.com/What-are-the-best-resources-to-learn-about-the-ad-tech-landscape/answer/Mani-Gandham https://www.quora.com/What-are-the-best-resources-to-learn-a...
  - deleted 10y ago
    [deleted]

by scott00 10y ago

munchbunny 10y ago

They know when they bid. The easiest way to think of it is that they check your cookies and have a few milliseconds to decide how much to bid. Whoever wins pays and gets the slot. They aren't using your web history specifically, because it's actually pretty hard to do a good job inferring things about you in the few milliseconds you have to make a bid. Instead, there are multi-billion dollar companies including Google and Facebook who do the intetpreting for you and sort of offer a taxonomy of audience groups for you to choose from. So the cookie check at bid time is usually asking one of these middlemen data processing companies for their read on you, which is derived from your browsing history or your Facebook post contents or even what you write in Gmail. Only thing I'd add is that there are many heuristics for deciding how valuable you are as a pair of eyes. Retargeting is about getting an ad to follow you around the internet. But there's also geographical and demographic targeting, which depends on the advertiser having a hypothesis about which target audience is worth engaging.

cormacrelf 10y ago
Where can I read more about this? I'm writing a paper.
- munchbunny 10y ago
  There is plenty of material online explaining how all of this works, but you will have a lot of trouble finding primary sources from the companies themselves because they hide it behind "contact us for more information" gateways. That said, here are a few terms to search as a starting point: * Ad exchange * Real time bidding * Search retargeting * Data management platform * Demand side platform Here are some product names: * Doubleclick Bid Manager * Google tag manager * Google AdX * Adobe Media Optimizer And some companies to look up: * AppNexus * Bluekai * Excelate * Celtra Finally, I'd set up your own AdWords and Facebook advertiser accounts to play around.
- manigandham 10y ago
  Start here: https://www.quora.com/What-are-the-best-resources-to-learn-about-the-ad-tech-landscape/answer/Mani-Gandham https://www.quora.com/What-are-the-best-resources-to-learn-a...
- deleted 10y ago
  [deleted]