Presentation to European Political Strategy Centre at the European CommissionJohnny Ryan
Presentation to European Political Strategy Centre at the European Commission on the market and democratic hazard of real-time bidding advertising auctions.
See updated slidedeck at https://www.slideshare.net/JohnnyRyan/brief-for-worl...Johnny Ryan
This deck has been updated. See updated slides at https://www.slideshare.net/JohnnyRyan/brief-for-world-federation-of-advertisers-digital-executive-group-december-2018
Deck for global CMOs and heads of advertiser trade bodies at the World Federation of Advertisers
Brief for World Federation of Advertisers Digital Executive Group, December 2018Johnny Ryan
Brief for World Federation of Advertisers Digital Executive Group, December 2018
If it is useful to receive updates, sign up to my list for analysts, researchers, and regulators here https://brave.us18.list-manage.com/subscribe?u=e38d85b519352e2b40c9b899e&id=4384bd4cba
Presentation at UK Direct Marketing Association Data Protection Conference 2019Johnny Ryan
Real Time Bidding hurts worthy publishers, and enables a business model for untrustworthy sites, and enables the profiling of every single online person, and steals marketers money, and exposes them to risk. This can be easily fixed, if we demand it. RTB needs reform.
Quick 10 minute overview of RTB problems to be fixed at ICO stakeholders' ses...Johnny Ryan
Note that although IAB materials are presented here, Google is also a target of the complaint to regulators. The slides on this deck are necessarily limited, but more detail is in original submissions and subsequent evidence at http://fixad.tech
¿Estás familiarizado con los términos DSP, marketing programático o Real Time Bidding (RTB)?
Este mes de febrero en el Conversion Thursday en Barcelona nos visitó Jordi de los Pinos, CEO de Smadex, para dibujarnos una interesante charla sobre la evolución del panorama de las tecnologías de la publicidad móvil.
ANTS Programmatic Agency - Credential
ANTS Data-Driven Marketing-Sales Group is the leading technology-driven integrated internet advertising platform in Southeast Asia. ANTS solutions provide a unique Software as a Service (SaaS) platform by combining Demand Side Platform – Supply Side Platform, which includes Data Management Technology and Extraordinary Insight Engine (Founded in 2014).
Beyond just the digital marketing and performance marketing agency, ANTS is proud of providing the full-stack data-driven marketing-sales solution for increasing the profits of our clients in FMCG, F&B, Ecommerce, Etailer, Omnichannel through our successful campaigns.
ANTS Programmatic Agency (ANTS ATD) is ANTS Group’s programmatic specialist division, which is designed as an open, integrated, neutral partner. With more than 50 specialists in over 4 countries, ANTS ATD’s experts and our programmatic platform help clients reach their consumers with the most effective advertising experiences.
ANTS are successful because we eliminate the complexities in digital services, making it easier for consumers to achieve an outcome. Despite years of disruption, confusion and operational risks in programmatic media, ANTS is putting a stake in the ground to do the same with the programmatic & multichannel media buying industry. Specifically, it is pioneering what it means for the advertising industry to offer simplicity and accountability to clients. ANTS vision is to unleash the full economic potential of digital media and business, built on the application of its expertise, data, algorithms, technology and media investments to assume risks and drive measurable outcomes for clients.
With 100 data-driven & programmatic experts, ANTS has over 1,000 clients in 4 markets across Southeast Asia, Singapore, Vietnam and Indonesia.
Data Driven Media: Understanding Programmatic AdvertisingThe Holla Agency
This is the slideshow that was presented in this month's Data Driven Media: Understanding Programmatic Webinar where JJ Eastwood from and Rochelle Cass discussed Programmatic.
Advanced Analytics: How to track and analyze visitors across multiple devicesOrbit Media Studios
Research shows that the average consumer in the US owns 3.64 connected devices. Yet, we as marketers, are still stuck tracking browsers, not real people.
At this month's Wine & Web, Chris Madden from Matchnode, will be teaching us how to use cross-device tracking to make better marketing decisions. We'll discuss:
Different cross-device tracking platforms and how they work
Why you need to track across multiple devices
How to begin
Why it's not as creepy as you might think
You'll leave with actionable first steps and a list of resources, platforms and tools to help you along the way.
Fast Data for Competitive Advantage: 4 Steps to Expand your Window of Opportu...VoltDB
In this webinar, you’ll hear VoltDB CEO, Bruce Reading, outline 4 steps to expand your window of opportunity while avoiding risky options that can destroy your business. Technology innovator and CEO of Emagine International, David Peters, will also share key lessons learned from establishing his company’s ability to use fast data to crush competitors and execute on Emagine’s ability to open new markets. To view the webinar in its entirety, click here: http://learn.voltdb.com/WRExecSeries1.html
카카오의 광고지능 (Intelligence on Kakao Advertising)if kakao
정부환(ben.hur) / kakao
---
온라인 광고는 현재 인터넷 비즈니스 모델을 가능케하는 핵심 동인이다. 새로운 서비스가 등장하고 시장 규모가 커짐에 따라서 온라인 광고 생태계도 함께 진화하고 여러 기술적 도전이 있다. 지면 중심에서 오디언스 중심으로, 단순 광고 노출과 클릭에서 광고주의 필요를 반영한 다양한 전환으로, 그리고 수의 계약에서 실시간 자동 입찰로 온라인 광고 생태계가 진화하고 있다. 이런 변화의 흐름에서 여러 지면에 접속하는 사용자들의 성향을 즉시 분석해서 가장 적합한 광고를 실시간으로 선택하고 노출하는 것은 기술적으로 매우 어려운 문제다. 본 발표는 카카오의 광고 랭킹에 필요한 데이터와 알고리즘을 간략히 소개한다.
-------------
<Glossary>
- Audience: 광고 도메인에서 사용자 (User)를 뜻함
- Publisher: 앱이나 웹 등의 광고 지면(inventory)/매체(media)을 제공하는 사람
- SSP: Supplier-side platform
- DSP: Demand-side platform
- DMP: Data management platform
- MAT: Mobile app tracking
- Pixel: 광고의 전화을 추척하기 위해서 웹에 심어두는 스크립트
- AdX: Ad Exchange, 광고의 mediation이 이뤄지는 마켓
- RTB: Real-time bidding
- Programmatic buying: AdX에서 프로그램에 의해서 (자동으로) 광고 입찰 및 낙찰이 이뤄지는 것
- Impression: 광고 노출
- ROAS: Return on ad spending
- eCPM: effective cost per mille (1천회 노출당 기대 비용/수익)
- CPM/CPC/CPA: Cost Per mille/click/acquisition(action, conversion)
- CTR/CVR: Clickthrough rate, (post-click) conversion rate
- SGD: Stochastic gradient descent
- FTRL: Follow-the-regularized-leader
- FM/FFM/FwFM: Factorization machines / Field-aware FM / Field-weighted FM
- DCN: Deep & cross network
- LDA: Latent dirichlet allocation
- DNN: Deep neural network (DL)
- AE: Auto-encoder
- GBDT: Gradient-boosting decision tree
- Targeting: 광고주가 자신의 광고가 노출될 오디언스 (사용자)를 제한하는 것
- Retargeting: 사용자의 특정 행동 (i.e., 광고주 사이트 방문)에 반응해서 광고를 노출/제한하는 것
- LookALike: 광고주가 제공한 오디언스 그룹과 유사한 특징을 갖는 오디언스군 (유사확장타게팅)
- PPC: Pay per click 클릭당 과금액
- RIG: Relative information gain
- NE: Normalized entropy
- AUC: Area under ROC Curve
- GSP/VCG: Generalized second price auction / Vickrey-Clarke-Groves auction
- DNT: Do not track
Presentation to European Political Strategy Centre at the European CommissionJohnny Ryan
Presentation to European Political Strategy Centre at the European Commission on the market and democratic hazard of real-time bidding advertising auctions.
See updated slidedeck at https://www.slideshare.net/JohnnyRyan/brief-for-worl...Johnny Ryan
This deck has been updated. See updated slides at https://www.slideshare.net/JohnnyRyan/brief-for-world-federation-of-advertisers-digital-executive-group-december-2018
Deck for global CMOs and heads of advertiser trade bodies at the World Federation of Advertisers
Brief for World Federation of Advertisers Digital Executive Group, December 2018Johnny Ryan
Brief for World Federation of Advertisers Digital Executive Group, December 2018
If it is useful to receive updates, sign up to my list for analysts, researchers, and regulators here https://brave.us18.list-manage.com/subscribe?u=e38d85b519352e2b40c9b899e&id=4384bd4cba
Presentation at UK Direct Marketing Association Data Protection Conference 2019Johnny Ryan
Real Time Bidding hurts worthy publishers, and enables a business model for untrustworthy sites, and enables the profiling of every single online person, and steals marketers money, and exposes them to risk. This can be easily fixed, if we demand it. RTB needs reform.
Quick 10 minute overview of RTB problems to be fixed at ICO stakeholders' ses...Johnny Ryan
Note that although IAB materials are presented here, Google is also a target of the complaint to regulators. The slides on this deck are necessarily limited, but more detail is in original submissions and subsequent evidence at http://fixad.tech
¿Estás familiarizado con los términos DSP, marketing programático o Real Time Bidding (RTB)?
Este mes de febrero en el Conversion Thursday en Barcelona nos visitó Jordi de los Pinos, CEO de Smadex, para dibujarnos una interesante charla sobre la evolución del panorama de las tecnologías de la publicidad móvil.
ANTS Programmatic Agency - Credential
ANTS Data-Driven Marketing-Sales Group is the leading technology-driven integrated internet advertising platform in Southeast Asia. ANTS solutions provide a unique Software as a Service (SaaS) platform by combining Demand Side Platform – Supply Side Platform, which includes Data Management Technology and Extraordinary Insight Engine (Founded in 2014).
Beyond just the digital marketing and performance marketing agency, ANTS is proud of providing the full-stack data-driven marketing-sales solution for increasing the profits of our clients in FMCG, F&B, Ecommerce, Etailer, Omnichannel through our successful campaigns.
ANTS Programmatic Agency (ANTS ATD) is ANTS Group’s programmatic specialist division, which is designed as an open, integrated, neutral partner. With more than 50 specialists in over 4 countries, ANTS ATD’s experts and our programmatic platform help clients reach their consumers with the most effective advertising experiences.
ANTS are successful because we eliminate the complexities in digital services, making it easier for consumers to achieve an outcome. Despite years of disruption, confusion and operational risks in programmatic media, ANTS is putting a stake in the ground to do the same with the programmatic & multichannel media buying industry. Specifically, it is pioneering what it means for the advertising industry to offer simplicity and accountability to clients. ANTS vision is to unleash the full economic potential of digital media and business, built on the application of its expertise, data, algorithms, technology and media investments to assume risks and drive measurable outcomes for clients.
With 100 data-driven & programmatic experts, ANTS has over 1,000 clients in 4 markets across Southeast Asia, Singapore, Vietnam and Indonesia.
Data Driven Media: Understanding Programmatic AdvertisingThe Holla Agency
This is the slideshow that was presented in this month's Data Driven Media: Understanding Programmatic Webinar where JJ Eastwood from and Rochelle Cass discussed Programmatic.
Advanced Analytics: How to track and analyze visitors across multiple devicesOrbit Media Studios
Research shows that the average consumer in the US owns 3.64 connected devices. Yet, we as marketers, are still stuck tracking browsers, not real people.
At this month's Wine & Web, Chris Madden from Matchnode, will be teaching us how to use cross-device tracking to make better marketing decisions. We'll discuss:
Different cross-device tracking platforms and how they work
Why you need to track across multiple devices
How to begin
Why it's not as creepy as you might think
You'll leave with actionable first steps and a list of resources, platforms and tools to help you along the way.
Fast Data for Competitive Advantage: 4 Steps to Expand your Window of Opportu...VoltDB
In this webinar, you’ll hear VoltDB CEO, Bruce Reading, outline 4 steps to expand your window of opportunity while avoiding risky options that can destroy your business. Technology innovator and CEO of Emagine International, David Peters, will also share key lessons learned from establishing his company’s ability to use fast data to crush competitors and execute on Emagine’s ability to open new markets. To view the webinar in its entirety, click here: http://learn.voltdb.com/WRExecSeries1.html
카카오의 광고지능 (Intelligence on Kakao Advertising)if kakao
정부환(ben.hur) / kakao
---
온라인 광고는 현재 인터넷 비즈니스 모델을 가능케하는 핵심 동인이다. 새로운 서비스가 등장하고 시장 규모가 커짐에 따라서 온라인 광고 생태계도 함께 진화하고 여러 기술적 도전이 있다. 지면 중심에서 오디언스 중심으로, 단순 광고 노출과 클릭에서 광고주의 필요를 반영한 다양한 전환으로, 그리고 수의 계약에서 실시간 자동 입찰로 온라인 광고 생태계가 진화하고 있다. 이런 변화의 흐름에서 여러 지면에 접속하는 사용자들의 성향을 즉시 분석해서 가장 적합한 광고를 실시간으로 선택하고 노출하는 것은 기술적으로 매우 어려운 문제다. 본 발표는 카카오의 광고 랭킹에 필요한 데이터와 알고리즘을 간략히 소개한다.
-------------
<Glossary>
- Audience: 광고 도메인에서 사용자 (User)를 뜻함
- Publisher: 앱이나 웹 등의 광고 지면(inventory)/매체(media)을 제공하는 사람
- SSP: Supplier-side platform
- DSP: Demand-side platform
- DMP: Data management platform
- MAT: Mobile app tracking
- Pixel: 광고의 전화을 추척하기 위해서 웹에 심어두는 스크립트
- AdX: Ad Exchange, 광고의 mediation이 이뤄지는 마켓
- RTB: Real-time bidding
- Programmatic buying: AdX에서 프로그램에 의해서 (자동으로) 광고 입찰 및 낙찰이 이뤄지는 것
- Impression: 광고 노출
- ROAS: Return on ad spending
- eCPM: effective cost per mille (1천회 노출당 기대 비용/수익)
- CPM/CPC/CPA: Cost Per mille/click/acquisition(action, conversion)
- CTR/CVR: Clickthrough rate, (post-click) conversion rate
- SGD: Stochastic gradient descent
- FTRL: Follow-the-regularized-leader
- FM/FFM/FwFM: Factorization machines / Field-aware FM / Field-weighted FM
- DCN: Deep & cross network
- LDA: Latent dirichlet allocation
- DNN: Deep neural network (DL)
- AE: Auto-encoder
- GBDT: Gradient-boosting decision tree
- Targeting: 광고주가 자신의 광고가 노출될 오디언스 (사용자)를 제한하는 것
- Retargeting: 사용자의 특정 행동 (i.e., 광고주 사이트 방문)에 반응해서 광고를 노출/제한하는 것
- LookALike: 광고주가 제공한 오디언스 그룹과 유사한 특징을 갖는 오디언스군 (유사확장타게팅)
- PPC: Pay per click 클릭당 과금액
- RIG: Relative information gain
- NE: Normalized entropy
- AUC: Area under ROC Curve
- GSP/VCG: Generalized second price auction / Vickrey-Clarke-Groves auction
- DNT: Do not track
GDPRの機能不全
ヨーロッパの各国政府に責任
Japanese translation of "Brave 2020 DPA Report: Brave’s 2020 report on the enforcement capacity of data protection authorities".
GDPR solution for websites and apps. Digital Content Next (DCN) webinar, Apri...Johnny Ryan
This deck outlines two key challenges that publishers of websites and apps face from the GDPR, and describes PageFair's solutions to them: Perimeter, and PageFair server side header bidder.
NATURE, ORIGIN AND DEVELOPMENT OF INTERNATIONAL LAW.pptxanvithaav
These slides helps the student of international law to understand what is the nature of international law? and how international law was originated and developed?.
The slides was well structured along with the highlighted points for better understanding .
WINDING UP of COMPANY, Modes of DissolutionKHURRAMWALI
Winding up, also known as liquidation, refers to the legal and financial process of dissolving a company. It involves ceasing operations, selling assets, settling debts, and ultimately removing the company from the official business registry.
Here's a breakdown of the key aspects of winding up:
Reasons for Winding Up:
Insolvency: This is the most common reason, where the company cannot pay its debts. Creditors may initiate a compulsory winding up to recover their dues.
Voluntary Closure: The owners may decide to close the company due to reasons like reaching business goals, facing losses, or merging with another company.
Deadlock: If shareholders or directors cannot agree on how to run the company, a court may order a winding up.
Types of Winding Up:
Voluntary Winding Up: This is initiated by the company's shareholders through a resolution passed by a majority vote. There are two main types:
Members' Voluntary Winding Up: The company is solvent (has enough assets to pay off its debts) and shareholders will receive any remaining assets after debts are settled.
Creditors' Voluntary Winding Up: The company is insolvent and creditors will be prioritized in receiving payment from the sale of assets.
Compulsory Winding Up: This is initiated by a court order, typically at the request of creditors, government agencies, or even by the company itself if it's insolvent.
Process of Winding Up:
Appointment of Liquidator: A qualified professional is appointed to oversee the winding-up process. They are responsible for selling assets, paying off debts, and distributing any remaining funds.
Cease Trading: The company stops its regular business operations.
Notification of Creditors: Creditors are informed about the winding up and invited to submit their claims.
Sale of Assets: The company's assets are sold to generate cash to pay off creditors.
Payment of Debts: Creditors are paid according to a set order of priority, with secured creditors receiving payment before unsecured creditors.
Distribution to Shareholders: If there are any remaining funds after all debts are settled, they are distributed to shareholders according to their ownership stake.
Dissolution: Once all claims are settled and distributions made, the company is officially dissolved and removed from the business register.
Impact of Winding Up:
Employees: Employees will likely lose their jobs during the winding-up process.
Creditors: Creditors may not recover their debts in full, especially if the company is insolvent.
Shareholders: Shareholders may not receive any payout if the company's debts exceed its assets.
Winding up is a complex legal and financial process that can have significant consequences for all parties involved. It's important to seek professional legal and financial advice when considering winding up a company.
Military Commissions details LtCol Thomas Jasper as Detailed Defense CounselThomas (Tom) Jasper
Military Commissions Trial Judiciary, Guantanamo Bay, Cuba. Notice of the Chief Defense Counsel's detailing of LtCol Thomas F. Jasper, Jr. USMC, as Detailed Defense Counsel for Abd Al Hadi Al-Iraqi on 6 August 2014 in the case of United States v. Hadi al Iraqi (10026)
How to Obtain Permanent Residency in the NetherlandsBridgeWest.eu
You can rely on our assistance if you are ready to apply for permanent residency. Find out more at: https://immigration-netherlands.com/obtain-a-permanent-residence-permit-in-the-netherlands/.
13. @johnnyryan
$ ///
VisitorSiteSupply-side
platform (SSP)
Demand-side
platform (DSP)
Data management
platform (DMP)
Marketer Ad Exchange
Serve page
Request page
Request bid
Request segment
Request bid
Cookie to SSP
Deliver segment
Ad request
Store data
“Demand side” “Supply side”
(one or many)
(10s or 100s or 1000s?)
14. @johnnyryan
$ ///
VisitorSiteSupply-side
platform (SSP)
Demand-side
platform (DSP)
Data management
platform (DMP)
Marketer Ad Exchange
Serve page
Request page
Request bid
Request segment
Request bid
Cookie to SSP
Deliver ad
Deliver segment
Ad request
Store data
“Demand side” “Supply side”
(one or many)
(10s or 100s or 1000s?)
15. @johnnyryan
$ ///
VisitorSiteSupply-side
platform (SSP)
Demand-side
platform (DSP)
Data management
platform (DMP)
Marketer Ad Exchange
Serve page
Request page
Request bid
Request segment
Request bid
Cookie to SSP
Deliver ad
Deliver segment
Sync
Ad request
Store data
“Demand side” “Supply side”
(one or many)
(10s or 100s or 1000s?)
16. @johnnyryan
$ ///
VisitorSiteSupply-side
platform (SSP)
Demand-side
platform (DSP)
Data management
platform (DMP)
Marketer Ad Exchange
Serve page
Request page
Request bid
Request segment
Request bid
Cookie to SSP
Deliver ad
Sync
Deliver segment
Sync
Ad request
Store data
“Demand side” “Supply side”
(one or many)
(10s or 100s or 1000s?)
24. @johnnyryan
CNIL regulator caught it with
68 million illegal RTB records.
Example
Vectaury: a small DSP/DMP/
trading desk in France. €3.5M
annual turnover in 2017 (though
subsequently won a €20M
investment).
DSP
27. @johnnyryan
Is 68 million
just 30%?
Then this small company
was sent personal data
¼ BILLION times via RTB
(in just one year)
28. website.com
This is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
29. website.com
This is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
30. Ad server
website.com
Ad server
javascript
Step 1.
User requests
webpageThis is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
31. Ad server SSP
Step 2.
Ad server
selects an SSP
website.com
Ad server
javascript
SSP
javascript
Step 1.
User requests
webpageThis is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
32. Ad server SSP
Step 2.
Ad server
selects an SSP
Step 3.
SSP selects an
exchange
website.com
Ad server
javascript
SSP
javascript
Step 1.
User requests
webpage
Ad exchange
This is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
33. Ad server SSP
Step 2.
Ad server
selects an SSP
Step 3.
SSP selects an
exchange
MARKETERS
website.com
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
Ad server
javascript
SSP
javascript
Step 1.
User requests
webpage
Ad exchange
Step 4.
Exchange sends
bid requests to
hundreds of
partners
This is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
34. Ad server SSP
Step 2.
Ad server
selects an SSP
Step 3.
SSP selects an
exchange
MARKETERS
website.com
Winningbid
Ad server
javascript
SSP
javascript
Step 1.
User requests
webpage
Ad exchange
Step 4.
Exchange sends
bid requests to
hundreds of
partners
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
This is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
35. Ad server SSP
Step 2.
Ad server
selects an SSP
Step 3.
SSP selects an
exchange
MARKETERS
website.com
Winningbid
Ad server
javascript
SSP
javascript
DMP
DMP
DMP DMP
DSP
DSP
DSP
DSP
DSP
Step 1.
User requests
webpage
Ad exchange
Step 4.
Exchange sends
bid requests to
hundreds of
partners
Step 5.
Exchange lets
some DMPs/
DSPs to refresh
cookie sync
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
This is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
36. Ad server SSP
Step 2.
Ad server
selects an SSP
Step 3.
SSP selects an
exchange
MARKETERS
website.com
Winningbid
Ad server
javascript
SSP
javascript
DMP
DMP
DMP DMP
DSP
DSP
DSP
DSP
DSP
DSP
javascript
Step 6.
Exchange serves
winning bid
Winning DSP
Step 1.
User requests
webpage
Ad exchange
Step 4.
Exchange sends
bid requests to
hundreds of
partners
Step 5.
Exchange lets
some DMPs/
DSPs to refresh
cookie sync
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
This is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
37. Ad server SSP
Step 2.
Ad server
selects an SSP
Step 3.
SSP selects an
exchange
Step 7.
DSP serves
agency creative
MARKETERS
website.com
Winningbid
Ad server
javascript
SSP
javascript
DMP
DMP
DMP DMP
DSP
DSP
DSP
DSP
DSP
DSP
javascript
Ad server
javascript
Step 6.
Exchange serves
winning bid
Agency
ad server
Winning DSP
Step 1.
User requests
webpage
Ad exchange
Step 4.
Exchange sends
bid requests to
hundreds of
partners
Step 5.
Exchange lets
some DMPs/
DSPs to refresh
cookie sync
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
This is the current process of
real-time bidding that is used in
online behavioural advertising.
Channel of data leakage
Legend
Money
DATA LEAKAGE
IN ONLINE
ADVERTISING
@johnnyryan
38. Ad server SSP
Step 2.
Ad server
selects an SSP
Step 3.
SSP selects an
exchange
Step 7.
DSP serves
agency creative
Step 8.
Assets load
from CDN
MARKETERS
website.com
AD
Winningbid
Ad server
javascript
SSP
javascript
DMP
DMP
DMP DMP
DSP
DSP
DSP
DSP
DSP
DSP
javascript
Ad server
javascript
Step 6.
Exchange serves
winning bid
Agency
ad server
Winning DSP
Step 1.
User requests
webpage
Ad exchange
Step 4.
Exchange sends
bid requests to
hundreds of
partners
Step 5.
Exchange lets
some DMPs/
DSPs to refresh
cookie sync
CDN
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
This is the current process of
real-time bidding that is used in
online behavioural advertising.
DATA LEAKAGE
IN ONLINE
ADVERTISING
Channel of data leakage
Legend
Money
@johnnyryan
39. Ad server SSP
Step 2.
Ad server
selects an SSP
Step 3.
SSP selects an
exchange
Step 7.
DSP serves
agency creative
Step 8.
Assets load
from CDN
Step 9.
Agency ad server
loads verification
vendor
MARKETERS
website.com
AD
Winningbid
Ad server
javascript
SSP
javascript
DMP
DMP
DMP DMP
DSP
DSP
DSP
DSP
DSP
DSP
javascript
Ad server
javascript
Step 6.
Exchange serves
winning bid
Verification
javascript
Agency
ad server
Verification
vendor
Winning DSP
Step 1.
User requests
webpage
Ad exchange
Step 4.
Exchange sends
bid requests to
hundreds of
partners
Step 5.
Exchange lets
some DMPs/
DSPs to refresh
cookie sync
CDN
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
This is the current process of
real-time bidding that is used in
online behavioural advertising.
DATA LEAKAGE
IN ONLINE
ADVERTISING
Channel of data leakage
Legend
Money
@johnnyryan
45. @johnnyryanThe website this specific person is currently viewing
Various ID codes that identify this
specific person, and can tie them to
existing profiles
Distinctive characteristics of this specific person
This specific person’s IP address
Distinctive information about
this specific person’s device
Distinctive information about this specific
person’s device
This young woman’s GPS coordinates!
49. @johnnyryan
Index Exchange 50 billion
1. “Tour IX’s Amsterdam and Frankfurt Data Centers”, Index Exchange, 2 July 2018 (URL: https://www.indexexchange.com/tour-ix-amsterdam-frankfurt-data-centers/).
2. "OpenX Ad Exchange", OpenX (URL: https://www.openx.com/uk_en/products/ad-exchange/).
3. “Buyers”, Rubicon Project (URL: https://rubiconproject.com/buyers/).
4. "How PubMatic Is Learning Machine Learning", PubMatic, 25 January 2019 (URL: https://pubmatic.com/blog/learning-machine-learning/)
5. "Maximize yield with Oath's publisher offerings", Oath, 3 April 2018 (URL: https://www.oath.com/insights/maximize-yield-with-oath-s-publisher-offerings/)
6. 500 Billion / 29.6 = 18.6 billion impressions per day. Using AppNexus 1:11.5 ratio, this is 214 auctions per day. 500+ impressions figure cited in “Optimize your mobile
strategy”, Smaato (URL: https://www.smaato.com/).
7. “Transacting at a peak of 11.4 billion daily impressions, our marketplace handles more traffic each day than Visa, Nasdaq, and the NYSE combined” at https://
www.appnexus.com/sell. Note that in 2017, AppNexus said in “AppNexus Scales with DriveScale”, 2017 (URL: http://go.drivescale.com/rs/451-ESR-800/images/
DRV_Case_Study_AppNexus-final.v1.pdf) that 10.7 billion "impressions transacted" came as a result of running 123 billion auctions. The impressions transacted to
auctions ratio appears to be roughly 1:11.5. Therefore, the 11.4 daily impressions reported in 2018 equates to 131 billion auctions per day.
8. DoubleClick.Net Usage Statistics (URL: https://trends.builtwith.com/ads/DoubleClick.Net).
Real-time bidding bid requests per day
OpenX 60 billion2
Rubicon Project Unknown, 1 billion people’s devices3
PubMatic 70 billion4
Oath/AOL 90 billion5
AppNexus 131 billion6
Smaato 214 billion7
Google Unknown, live on 8.4 million websites8
1
Index Exchange 50 billion
The biggest
54. @johnnyryan
dailybugle.com/health/article-4574230/Postpartum-depression-guide-women-men.html
The Daily Bugle
News Sport Business Culture More
Handling postpartum depression
Written by Health Writer.
Top stories
1. Text text.
2. Text text text.
3. Text text.
4. Text text text text.
5. Text text text.
6. Text text.
Latest stories
1. Text text.
2. Text text text.
3. Text text.
4. Text text text text.
News and Opinion from trust…
Empty ad slot
Empty
ad slot
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
Google/IAB
RTB system
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
DSP
Google/IAB
RTB system
Text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text.
Text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text.
Text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text text text text text text text text text
text text text text text
RTB broadcasts what you are looking at
online, and where you are right now.
55. @johnnyryanHow RTB data leakage supports untrustworthy websites
The Daily Bugle
///
Step 1.
User “John” visits
The Daily Bugle
56. @johnnyryanHow RTB data leakage supports untrustworthy websites
The Daily Bugle
///
Step 1.
User “John” visits
The Daily Bugle
Step 2.
Bid request
broadcasts personal
data about John
57. @johnnyryanHow RTB data leakage supports untrustworthy websites
The Daily Bugle
///
Step 3.
100s of companies in the ad
auction can now re-identify
John as a Daily Bugle reader
Step 1.
User “John” visits
The Daily Bugle
Step 2.
Bid request
broadcasts personal
data about John
John
58. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
to John
How RTB data leakage supports untrustworthy websites
The Daily Bugle
///
Step 3.
100s of companies in the ad
auction can now re-identify
John as a Daily Bugle reader
Step 1.
User “John” visits
The Daily Bugle
€1 advertisement
Step 2.
Bid request
broadcasts personal
data about John
John
59. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
to John
How RTB data leakage supports untrustworthy websites
The Daily Bugle
Step 5.
Later, John visits a
low quality website
Step 3.
100s of companies in the ad
auction can now re-identify
John as a Daily Bugle reader
Step 1.
User “John” visits
The Daily Bugle
€1 advertisement
De5troyTru5t.com
///
Step 2.
Bid request
broadcasts personal
data about John
John
60. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
to John
How RTB data leakage supports untrustworthy websites
The Daily Bugle
Step 5.
Later, John visits a
low quality website
Step 6.
Bid request
announces John is
here
Step 3.
100s of companies in the ad
auction can now re-identify
John as a Daily Bugle reader
Step 1.
User “John” visits
The Daily Bugle
€1 advertisement
De5troyTru5t.com
///
Step 2.
Bid request
broadcasts personal
data about John
John
61. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
to John
Step 7.
De5troyTru5t.com is paid
€0.01 to show ad to John
How RTB data leakage supports untrustworthy websites
The Daily Bugle
Step 5.
Later, John visits a
low quality website
Step 6.
Bid request
announces John is
here
Step 3.
100s of companies in the ad
auction can now re-identify
John as a Daily Bugle reader
Step 1.
User “John” visits
The Daily Bugle
€1 advertisement
De5troyTru5t.com
€0.01 advertisement
///
Step 2.
Bid request
broadcasts personal
data about John
John
62. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
to John
Step 7.
De5troyTru5t.com is paid
€0.01 to show ad to John
How RTB data leakage supports untrustworthy websites
The Daily Bugle
Step 5.
Later, John visits a
low quality website
Step 6.
Bid request
announces John is
here
Step 3.
100s of companies in the ad
auction can now re-identify
John as a Daily Bugle reader
Step 1.
User “John” visits
The Daily Bugle
€1 advertisement
De5troyTru5t.com
€0.01 advertisement
///
Step 2.
Bid request
broadcasts personal
data about John
Worthy sites lose their unique audience, and feed
a business model for the bottom of the Web.
John
64. @johnnyryan
The Daily Bugle
Step 1.
A bot masquerading
as a human visits
The Daily Bugle ///
Fake
How RTB enables to steal from publishers and
advertisers.
fraudsters
65. @johnnyryan
The Daily Bugle
Step 1.
A bot masquerading
as a human visits
The Daily Bugle
Step 2.
Bid request
broadcasts personal
data about Bot///
Fake
How RTB enables to steal from publishers and
advertisers.
fraudsters
66. @johnnyryan
The Daily Bugle
Step 3.
100s of companies in the ad
auction can now re-identify
Bot as a Daily Bugle reader
Step 1.
A bot masquerading
as a human visits
The Daily Bugle
Step 2.
Bid request
broadcasts personal
data about Bot
Bot
///
Fake
How RTB enables to steal from publishers and
advertisers.
fraudsters
67. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
The Daily Bugle
Step 3.
100s of companies in the ad
auction can now re-identify
Bot as a Daily Bugle reader
Step 1.
A bot masquerading
as a human visits
The Daily Bugle
€1 advertisement
Step 2.
Bid request
broadcasts personal
data about Bot
Bot
///
Fake
How RTB enables to steal from publishers and
advertisers.
fraudsters
68. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
The Daily Bugle
Step 5.
Later, an
untrustworthy website
buts bot traffic
Step 3.
100s of companies in the ad
auction can now re-identify
Bot as a Daily Bugle reader
Step 1.
A bot masquerading
as a human visits
The Daily Bugle
€1 advertisement
De5troyTru5t.com
Step 2.
Bid request
broadcasts personal
data about Bot
Bot
///
Fake
///
Fake
How RTB enables to steal from publishers and
advertisers.
fraudsters
69. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
The Daily Bugle
Step 5.
Later, an
untrustworthy website
buts bot traffic
Step 6.
Bid request
announces Bot is
here
Step 3.
100s of companies in the ad
auction can now re-identify
Bot as a Daily Bugle reader
Step 1.
A bot masquerading
as a human visits
The Daily Bugle
€1 advertisement
De5troyTru5t.com
Step 2.
Bid request
broadcasts personal
data about Bot
Bot
///
Fake
///
Fake
How RTB enables to steal from publishers and
advertisers.
fraudsters
70. @johnnyryan
Step 4.
The Daily Bugle is
paid €1 to show ad
Step 7.
De5troyTru5t.com is paid
€0.01 to show ad to Bot
The Daily Bugle
Step 5.
Later, an
untrustworthy website
buts bot traffic
Step 6.
Bid request
announces Bot is
here
Step 3.
100s of companies in the ad
auction can now re-identify
Bot as a Daily Bugle reader
Step 1.
A bot masquerading
as a human visits
The Daily Bugle
€1 advertisement
De5troyTru5t.com
€0.01 advertisement
Step 2.
Bid request
broadcasts personal
data about Bot
Bot
///
Fake
///
Fake
How RTB enables to steal from publishers and
advertisers.
fraudsters
71. @johnnyryan
$ ///
VisitorSiteSupply-side
platform (SSP)
Demand-side
platform (DSP)
Data management
platform (DMP)
Marketer Ad Exchange
Serve page
Request page
Request bid
Request segment
Request bid
Cookie to SSP
Deliver ad
Sync
Deliver segment
Sync
Ad request
Store data
“Demand side” “Supply side”
(one or many)
(10s or 100s or 1000s?)
DSPDMP SSP
72. @johnnyryan
Buyer Seller
Extracts 70-55% of
buyer’s media budget.
Distribution
Marketer
$ DMP DSP Ad Exchange SSP
Site
Unique audience
commodified and
arbitraged.
Untrustworthy sites
business model
enabled.
Bot fraud boosted.
70% figure from the Guardian
and Rubicon case in 2017. 55%
figure from “The Programmatic
Supply Chain: Deconstructing the
Anatomy of a Programmatic
CPM”, IAB, March 2016.
MARKET OVERVIEW (NOW)
PERSONAL DATA IN IAB / GOOGLE RTB
Victims of massive
fraud.
2019 estimates range from $5.7B
(ANA) - $42B (Juniper Research).
73. @johnnyryanNPO (publisher) revenue increase, after removing
all 3rd party ad tracking in 2020
1 Economic Quarterly Report, RaboBank, 23 March 2020 (URL: https://economics.rabobank.com/publications/2020/march/the-netherlands-coronavirus-pushes-economy-in-a-recession/);
"SLUMP: DUTCH GDP PLUNGES 1.7% IN AFTER 5 YEARS OF QUARTERLY GROWTH", NL Times, 15 May 2020 (URL: https://nltimes.nl/2020/05/15/slump-dutch-gdp-plunges-17-5-years-quarterly-growth).
January February March April May
COVID-19MARKETSHOCK
June
Data from Ster, NPO’s saleshouse.
+79%
+62%
+27%
+9%
+17%+25%
+50%
+75%
July August
+17%
+21%
+77%
75. @johnnyryan
Extracts much lower %
of buyer’s media budget.
Unique audience
become immune to
commodification and
arbitrage.
No opportunity for
untrustworthy sites.
Bot fraud reduced.
Bot fraud opportunity
reduced.
MARKET OVERVIEW (POST-FIX)
NON-PERSONAL DATA IN IAB / GOOGLE RTB
Marketer
$ DMP DSP Ad Exchange SSP
Site
Buyer SellerDistribution
77. "Cross-context behavioral advertising" means
the targeting of advertising to a consumer
based on the consumer's personal information
obtained from the consumer's activity across …
distinctly-branded websites, applications …
other than the … distinctly-branded website …
with which the consumer intentionally
interacts.”
California Privacy Rights Act, §1798.140 (k)
Cross-context behavioral advertising“
78. "Share," "shared," or "sharing" means sharing,
renting, releasing, disclosing, disseminating,
making available, transferring, … to a third
party for cross-context behavioral advertising,
… including transactions between a business
and a third party for cross-context
behavioral advertising for the benefit of a
business in which no money is exchanged.
“
”
California Privacy Rights Act, §1798.140 (k)(ah)(1)
cross-context behavioral advertising
89. @johnnyryan
There must be a way for an individual to
prevent information about him that was
obtained for one purpose from being
used or made available for other
purposes without his consent.
“
”
Report to Sec. Caspar W. Weinberger. Advisory Committee
on Automated Personal Data Systems, July 1973.
90. @johnnyryan
-GDPR, Article 5 (1) (b)
(b)collected for specified, explicit and legitimate purposes
and not further processed in a manner that is
incompatible with those purposes; further processing for
archiving purposes in the public interest, scientific or
historical research purposes or statistical purposes shall,
in accordance with Article 89(1), not be considered to be
incompatible with the initial purposes
Personal data shall be:
94. @johnnyryan
1 O 1 O1
1 O
1 O 1 O1
1 O 1 O1
1 O 1 O1
Put a company’s
data under the
microscope.
95. @johnnyryan
1 O 1 O 1
1. An organization
collects some personal
data. It is lawful.
96. @johnnyryan
1 O 1 O 1
1. An organization
collects some personal
data. It is lawful.
2. The organization has
many purposes that it
wants to use the data for.
97. @johnnyryan
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 1
1 O 1 O 11 O 1 O 1
1. An organization
collects some personal
data. It is lawful.
2. The organization has
many purposes that it
wants to use the data for.
3. The organization has an internal
data free-for-all.
98. @johnnyryan
1 O 1 O 1
1. An organization
collects some personal
data. It is lawful.
2. The organization has
many purposes that it
wants to use the data for.
3. The organization has an internal
data free-for-all.
4. But this is vulnerable to
enforcement of GDPR Article 5(1)b.
99. @johnnyryan
1 O 1 O 1
Many purposes.
But few lawful
data.
@johnnyryan
114. @johnnyryan
Data through Google’s own
properties (all purposes)
Data collected on other companies’
properties (all purposes)
All data used across all Google
businesses, in all markets
115. @johnnyryan
Data through Google’s own
properties (all purposes)
Data collected on other companies’
properties (all purposes)
All data used across all Google
businesses, in all markets