Ad Tech Value Chain Evolution Inefficiencies 1
Ad Tech Value Chain Evolution Aggregation 2
Ad Tech Value Chain Evolution Automation 3
Data Matching Across Websites & Apps Third-Party Data 4
Understanding Ad Effectiveness 5
Offline Data Appending Data Collected by Data Collected from Data Matching Website or Ad Network Offline Sources Service • Cookies • Different cookies tied • Offline detailed to PII (email address, transactional data tied • No direct PII addresses, etc.) to PII • Transactional data from • Cookie sync data (their • Segments based on the online activities cookie linked to website the aggregating associated with that or ad network’s cookie) detailed data cookie • Detailed campaign exposure data 6
Advertising in Mobile Apps Relies on OS-approved, unique, re-settable identifiers iOS’s Advertising Identifier (IDFA) Approved purposes: Serve advertisements within the app ▶ Attribute app installation to a previously served advertisement ▶ Attribute an action taken within this app to a previously served advertisement ▶ Android’s Advertising ID The Google Play Developer Program Policy requires that apps use the advertising ID in place of any other device identifiers for any advertising purposes . For both, developer terms require respect for Limit Ad Tracking / “Opt Out of Interest-Based Advertising”, and prohibit association with personally identifiable information (PII) or other user identifiers without explicit consent. 7
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