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> Does anyone have any other reading recommendations on this topic, or advertising recommendation in general? Sure. What's being discussed in this article is R

> Does anyone have any other reading recommendations on this topic, or advertising recommendation in general? Sure. What's being discussed in this article is Real Time Bidding: http://en.wikipedia.org/wiki/Real-time_bidding http://en.wikipedia.org/wiki/Real-time_bidding . You can read up about the specifics of different Real Time Bidding exchanges, for example here's Google's AdExchange protocol: https://developers.google.com/ad-exchange/rtb/ https://developers.google.com/ad-exchange/rtb/ > How are different websites able to know what content you are interested- who is storing this data on people? The websites that host the actual content don't usually care about what ads are being shown to you. They just put code in from an ad exchange and let them handle the rest. The buyers (the ones who run the bidders) are the ones that are interested in figuring out what to show you. For example, many bidders are interested in doing what's called Behavioural Retargeting ( http://en.wikipedia.org/wiki/Behavioral_retargeting http://en.wikipedia.org/wiki/Behavioral_retargeting ). Say you visit a shoes website. Then later you go on Facebook. The moment you go on Facebook, their ad exchange FBX will send a bid request to all the bidders. If the shoes website has partnered with that ad exchange, when they receive the bid request, they can identify you by your cookie, and they can bid and try to show you an ad to get you to come back to their site. Typically a shoes website wouldn't have the infrastructure to do real time bidding so they get a third party to do the bidding on their behalf, e.g. AdRoll ( https://www.adroll.com/retargeting https://www.adroll.com/retargeting ).

Judgement 12y ago
Thank you. And, they can identify you through other methods if you have cookies thoroughly disabled, as mentioned in the article? If they have no data on you, I assume ad exchanges supply default advertisements, or there are bidders on default ads?
- ctrl_freak 12y ago
  > If they have no data on you, I assume ad exchanges supply default advertisements, or there are bidders on default ads? To be clear on what happens here: the ad exchange itself isn't usually interested in identifying you per se, it's the bidders. So for example the ad exchange might send the bidders a bid request that has some information like this: Country, user agent, time zone, website that will be showing the ad, size/location of the ad, etc. Then it's up to the bidders to try to figure out how much this impression would be worth and then bid appropriately. Even if they can't 'identify' the user as someone they've seen before, they might still bid on the ad because the website showing the ad might be relevant to the product they're trying to sell. If the only information they have about a user is what is passed in the bid request they would probably bid lower. I don't know what the behaviour is for when an a bid request doesn't receive any bids, but it would be exchange-dependent, and likely rare on the major exchanges.
  - Judgement 12y ago
    I see, thank you for the information!

Judgement 12y ago

Thank you. And, they can identify you through other methods if you have cookies thoroughly disabled, as mentioned in the article? If they have no data on you, I assume ad exchanges supply default advertisements, or there are bidders on default ads?

ctrl_freak 12y ago
> If they have no data on you, I assume ad exchanges supply default advertisements, or there are bidders on default ads? To be clear on what happens here: the ad exchange itself isn't usually interested in identifying you per se, it's the bidders. So for example the ad exchange might send the bidders a bid request that has some information like this: Country, user agent, time zone, website that will be showing the ad, size/location of the ad, etc. Then it's up to the bidders to try to figure out how much this impression would be worth and then bid appropriately. Even if they can't 'identify' the user as someone they've seen before, they might still bid on the ad because the website showing the ad might be relevant to the product they're trying to sell. If the only information they have about a user is what is passed in the bid request they would probably bid lower. I don't know what the behaviour is for when an a bid request doesn't receive any bids, but it would be exchange-dependent, and likely rare on the major exchanges.
- Judgement 12y ago
  I see, thank you for the information!