Online behavioural advertising

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An introduction to how data is used in online advertising. Including, where it comes from, how's used and what people think about it.

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Online behavioural advertising

  1. 1. Online behavioural advertisingIf photo is taken from the MediaCom image bank, enter photo credits here: first name, last name, MediaCom city
  2. 2. Personally Identifiable Information
  3. 3. Data in advertising
  4. 4. Why do people care? Bob • Good income • Married with family • Wants to buy a mid-sized sedan Email News Sport Extreme ironing VALUE $40 CPM $0.30 - $2CPM GAP
  5. 5. Who wants to make money from this?
  6. 6. What data are we talking about? Geo + Demo Lifestyle, interests, hobbies Past purchases Intent
  7. 7. Where do they get their data? Cookies and beacons 1st Party 3rd Party
  8. 8. The amount of tracking varies by publisher
  9. 9. What do people think about this? “When an ad is targeted properly, it ceases to be an ad, it becomes important information”. David Moore, Chairman, 24/7 Real Media “… the fastest growing business on the internet is the business of spying on internet users”.
  10. 10. What is a fair exchange of data? “Sports fan” Sports website
  11. 11. The advertising industry should agree somerules Self Opt out / Transparency Regulation management
  12. 12. Evidon are one organisation powering this inthe US
  13. 13. Currently the targeting is a bit like this
  14. 14. Is the data important?

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