Tag Archive for cookies

Retargeting Primer

What is retargeting?

Retargeting means showing a user advertising for a product that they’ve looked at in the recent past. Retargeting, from a users perspective, is broken down into two stages: In the first stage they’re looking at a product or service at the product’s web site. In the second stage they see ads on (possibly unrelated) web properties for the product or service they were looking at previously.

How is retargeting technically implemented? Read more

Day Parting Primer

This is the third part in a series on The Basics of Online Advertising. I’ll be posting a new entry each week for the next four or five weeks – or maybe I’ll just keep goin’!

What is day parting?

Day parting a campaign restricts the campaign to serving only during certain times of the day. Day parting typically takes the form of a serving window between particular hours; a setting may have a starting hour and a stopping hour. The campaign serves normally between the hours, but doesn’t serve at all outside of them. Day parting is not the same as a start and stop time for a campaign. When a campaign is day-parted it will serve during the “on” hours every day the campaign is scheduled to run.

Why use day parting? Read more

Frequency Cap Primer

This is the first part in a series on The Basics of Online Advertising.  I’ll be posting a new entry each week for the next four or five weeks.

What is Frequency Capping?

Frequency capping is the act of placing a restriction on an advertising campaign that mandates that are particular user only see an ad a fixed number of times over a given period. This usually takes the form of impressions/day/user (or impressions/hour/user). In an ad serving system this will show up in two ways:

  • Frequency Cap: X Impressions / Y Hours
  • Frequency Cap: X Impressions / Y Days

The X and Y in these settings are usually variables. The Y tends to have predefined drop downs in the interface like 12 hours, 24 hours, 36 hours or 1 day, 2 days, 3 days.

It is common to refer to frequency caps at one per day as the “tightest” cap. Increasing the frequency is referred to as “loosening” the frequency cap. These phrases are common in the industry.

Why choose to apply Frequency Capping? Read more

In a world without cookies

I’m hoping your mental audio kicked in with an interpretation of a movie trailer with a Don LaFontaine voiceover when you read the title. I wrote this post in response to a lot of articles written from a position of fear from the advertising industry at the prospect of web browsers shipping with 3rd party cookies disabled. Disclaimer: The opinions expressed here are my own and should not be construed as the opinions of my employer, associations or other groups I happen to belong to.

There’s a lot of highly visible worry in the news lately about online advertising losing the ability to set 3rd party cookies in a web browser. This technology is used to perform a variety of seemingly critical tasks: retargeting, audience targeting, frequency capping, user identification for RTB and probably a hundred other things – most of which I try not to know in detail.

The biggest concern seems to be that this growing part of the industry gets turned upside down if more browser companies decide to ship their products with 3rd party cookie disabled by default. Apple did this with their Safari browser which has been one component responsible for slowing down advertiser adoption of iOS devices. But advertisers have alternatives (like: display ads in other browsers, keywords, and online video ads) that they’re more comfortable with anyway, so there’s no telling how much of an impact the lack of 3rd party cookies on iPhones and iPads really has on the growth of the mobile ad revenue stream. Read more

What data does a DSP have access to when bidding on an ad exchange?

Ie, what types of information are contained within the cookies made available? Thanks!
This question was asked on Quora.com, below is my answer.

Identity DataIn a typical RTB transaction there’s a user ID, pulled from the user’s cookie or some form of server side system, which is passed to the DSP from the SSP. That ID is, in most cases, the DSPs record locator for the user’s information. Most DSPs have a server side data store where this information is housed, updated and augmented from a variety of sources including data companies like Blue Kai and Excelate and their ilk. DSPs may also be collecting and distilling information based on bid request activity from that user (although most SSPs put language into the contracts governing the use of this “bid stream” data) or retargeting data gathered for their customers. This type of data system is generally referred to as a Data Management Platform (DMP) in the industry. While there are some stand-alone DMPs out there, more and more DSPs are integrating or building their own.

There are a variety of other bits of information about the ad impression that get passed in the bid stream. To get a sense of what might be passed you can look at the Open RTB API (http://code.google.com/p/openrtb/). It is, of course, very technical but there are grids that list out the information being exchanged.