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Disclaimer: I used to work in this industry for about 4 years at various DSPs. I've worked with Grindr as a client and bought a lot of Mopub inventory and met w
by widespace 7y ago
Disclaimer: I used to work in this industry for about 4 years at various DSPs. I've worked with Grindr as a client and bought a lot of Mopub inventory and met with their employees several times.
DSPs get access to around 84 data points from the various SSPs that they work with. This ranges from information around age, sex, city geolocation and what apps are currently installed on your phone. It's scary to see just how effective these 84 data points are in predicting user's likelihood to commit certain actions.
My friends that are still in the industry are quite confident that Apple will depreciate the IDFA in the coming year to fit more with their 'privacy that's iPhone' stance. This will greatly reduce the ability for DSPs to target users and all performance marketing on iPhones will be reduced to branding ads, that have very little targeting.
As a consumer, I'm very happy with these changes and hope Google will follow suit with the GAID. If you're using an iPhone I'd recommend to switch off your IDFA in your privacy settings ("Limit Ad Tracking" toggle on). By doing this DSPs will no longer be able to target you.
https://foundation.mozilla.org/en/campaigns/privacy-thats-iphone-but-is-it/ https://foundation.mozilla.org/en/campaigns/privacy-thats-ip...
- dirtydroog 7y agoOdd, I've worked for a DSP for years too. These data points you talk about are rarely all there. 99% of the OpenRTB spec is optional fields. I also never seen a bid request that listed other apps on the phone - calling bullshit on this one. LMT does not hide your IDFA. You can reset it fine, but it's always there. Also, hell hath no fury like a brand-safety conscious advertiser whose ad appears next to dick pics on Grindr.
- widespace 7y agoJose?
- dirtydroog 7y agoNo way
- spbaar 7y agoDo you know why a request wouldn't contain a list of all the other apps on your phone? Seems like a foolproof way to fingerprint a device.
- dirtydroog 7y agoYou don't have to fingerprint if you have the IDFA. But I suppose the main reason is that that info is too intrusive and may be of limited use.
- MisterTea 7y agoCan you please explain what a DSP is? I associate that acronym with Digital Signal Processor.
- lordgrenville 7y agohttps://en.wikipedia.org/wiki/Demand-side_platform https://en.wikipedia.org/wiki/Demand-side_platform
- Daktest 7y agoIt's essentially a web app/UI that allows advertisers to actually set up their advertising campaigns that run on devices. DSPs are integrated with a host of a data providers and exchanges that give advertisers the ability to target people based on location, demographics, what articles they're reading, etc.