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The RTB protocol describes the message that goes along with each bid request. So that is the information that all third parties participating in the auction rec
by DevKoala 6y ago
The RTB protocol describes the message that goes along with each bid request. So that is the information that all third parties participating in the auction receive as long as they are listening.
To participate in the auction you don't need to win or even bid; you pay an upfront cost for listening, buy a seat in the ad exchange. The whole thing is dressed as an ad-exchange, but it really is a data exchange. If you win the auction you get to serve your own pixel to tag the user, corroborate the data from the auction, etc.
There is a lot of value in winning and ad impression beyond the ad impression itself, but just by listening you can build advanced models of people's browsing patterns, and if you want tie the data with the information from another identity graph, you only need to win one identifier once and serve both pixels, your party's and the third party (cross cookie syncing). This third party identity sync historically happens at the client level, the browser in this case. However, in the future it will happen at the backend level, first party.
PS: Google is not the only exchange btw. There is APPNEXUS, Rubicon, PubMatic, etc.
- shawnz 6y ago> If you win the auction you get to serve your own pixel to tag the user, corroborate the data from the auction, etc. That's not a scenario specific to real time bidding though. You could also just buy a regular ad and do that. > if you want tie the data with the information from another identity graph, you only need to win one identifier once and serve both pixels, your party's and the third party (cross cookie syncing). How can you associate the data from bids you didn't win to the data you get from ads that you did win and serve? Even with cookie syncing that doesn't necessarily reveal when a past/future bid opportunity matches a user you already know (unless you bid on it and win)
- DevKoala 6y ago> That's not a scenario specific to real time bidding though. You could also just buy a regular ad and do that. With a regular ads (ad words), you don't get to target based on cookie, geo, or other identifying characteristics in real time. Through programmatic ad exchanges you can do it in real time since every auction contains all the information to perform the targeting and enhance your models; the cookie, the url where the ad was going to be displayed, the browser characteristics, etc (read RTB for that). > How can you associate the data from bids you didn't win to the data you get from ads that you did win and serve? Even with cookie syncing that doesn't necessarily reveal when a past/future bid opportunity matches a user you already know (unless you bid on it and win) Associating between auctions and wins is simple, they share the same id. You listen to a different stream for bid result notifications. Moreover, your own embedded pixel will give you the information upon impression. The key here is that the auction, what you get by just listening, comes already with all the information; if you listen enough, you can build the full browsing history of the cookies you track. Using this information you can build models to predict where these specific cookies will go next, and show them ads or alter the publisher context they are exposed to in order to route them where you want to route them. B2C marketing and political propaganda services are all about that.