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tldr: NPO (dutch BBC like) ditched GOOGLE AD services creating a proprietary solution (www.ster.nl) that racked a lot of more money (during 2020) only with cont

• karmakaze 5y ago
  They didn't entirely replace Google Ads, etc. They proxy it stripping out the user identification: > Like Google’s product, the new system is automated. When a user visits an NPO page, a signal automatically goes out to advertisers inviting them to bid to show that user their ad. But there’s a crucial difference: With Google and most other ad servers, advertisers are bidding on the user. With Ster’s new ad server, advertisers are blind—they receive no information on the user. Instead, they get information about what the user is looking at. Pages and videos are tagged based on their content. Instead of targeting a certain type of customer, advertisers target customers reading a certain type of article or watching a certain type of show.