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Data driven women 1.1, september 2014

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Beatriz Dominguez
Beatriz Dominguez

The document is a presentation about online advertising. It provides a brief history of advertising, describes how advertising technology works on the internet and television, and discusses how targeting of ads is done based on geography, demographics, behaviors and use of cookies. It also covers privacy issues and regulations around online advertising and data collection.

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Demystifying Online Advertising Alison Sonderegger Engineering Manager BrightRoll
Alison Bellach Sonderegger UCSB, 1999 o BS in Computer Science o BA in Religious Studies Full-stack Generalist Joined BrightRoll in May, 2014 Likes memes in presentations 息 2013 BrightRoll, Inc. All rights reserved.
Data driven women 1.1, september 2014
Agenda An Extremely Brief and Non-Exhaustive History of Advertising Advertising Technology (AdTech) Privacy 息 2013 BrightRoll, Inc. All rights reserved.
Not On The Agenda. 息 2013 BrightRoll, Inc. All rights reserved.
Television Ads provide a significant amount of funding for most television networks. Sunday Night Football $593,694* The Big Bang Theory $316,912* Americas Next Top Model $25,513* 16 30s spots per half hour == $$$ How did this start? *source: http://adage.com/article/media/tv-ad-prices-football-king/244832/ 息 2013 BrightRoll, Inc. All rights reserved.
WNBT/Bulova Test Pattern: July, 1941; $4-9 息 2013 BrightRoll, Inc. All rights reserved.
Television, cont. Geographic Targeting: geographic 息 2013 BrightRoll, Inc. All rights reserved.
Television, cont. Demographic Targeting: a section of the population sharing common characteristics, such as age, sex, class, etc Nielsen ratings (user diaries and set meters) 18-49: the golden demo Popularity in this demo is more desirable than number of viewers Friends 3x Murder She Wrote (same number of viewers during overlap) Then comes the internet and digital content... 息 2013 BrightRoll, Inc. All rights reserved.
Internet Ads provide revenue for the site/application that hosts them. Revenue model is not as straightforward. o CPM (cost per mille) o CPC (cost per click), CPA (cost per action) Early 70s: advertising on the internet was expressly forbidden (ARPANET, NSFNet) 1978: Email ads/spam begin 1990s: display ads started gaining popularity 息 2013 BrightRoll, Inc. All rights reserved.
First Banner Ad, Oct 1994: HotWired.com for AT&T 息 2013 BrightRoll, Inc. All rights reserved.
Banner Ad, 1996 息 2013 BrightRoll, Inc. All rights reserved.
Other Types of Internet Ads Search ads Sponsored content 息 2013 BrightRoll, Inc. All rights reserved.
Video Ads Video ads (pre-roll, interstitial, marquee, sponsored content) 息 2013 BrightRoll, Inc. All rights reserved.
Internet, cont. Targeting can be much more specific Companies ostensibly get more value for their money You see content that makes more sense 息 2013 BrightRoll, Inc. All rights reserved.
Geo-Targeting Tells an advertiser where you are! informed by your IP address reveals location, ISP usually anonymous (most IPs are dynamically assigned) Used for content localization copyright 息 2013 BrightRoll, Inc. All rights reserved.
Content Localization 息 2013 BrightRoll, Inc. All rights reserved.
Data driven women 1.1, september 2014
Copyright 息 2013 BrightRoll, Inc. All rights reserved.
Demographic Targeting Tells an advertiser some specific things about you! Two cases o site serves a specific demographic o youve knowingly, willingly provided information to a site usually awarded with some service (email, cloud storage space, etc) Used for targeting advertisements to a demographic (like Nielsen ratings) 息 2013 BrightRoll, Inc. All rights reserved.
息 2013 BrightRoll, Inc. All rights reserved.
Behavioral Targeting Tells an advertiser a lot of things! what search terms you use what pages you click how long you stay on a site what you buy BUT: this is not about you personally, its about your behavior! Used for highly targeted ads site usage reporting How do they do this? 息 2013 BrightRoll, Inc. All rights reserved.
Cookies! 息 2013 BrightRoll, Inc. All rights reserved.
The Invention Of The Cookie Cookie is a term for small objects passed between cooperating systems 1995, Netscape: cookies used to track if a site visitor is a repeat RFC2109, 1997: Specification indicates only writing/reading by originating domain Browsers can control users acceptance of cookies 息 2013 BrightRoll, Inc. All rights reserved.
What is a cookie? Also called an HTTP cookie key/value pairs expire tied to a domain and path 息 2013 BrightRoll, Inc. All rights reserved.
息 2013 BrightRoll, Inc. All rights reserved.
What does a cookie look like? session-id-time 954242000 amazon.com/ session-id 002-4135256-7625846 amazon.com/ x-main eKQIfwnxuF7qtmX52x6VWAXh@Ih6Uo5H amazon.com/ ubid-main 077-9263437-9645324 amazon.com/ 息 2013 BrightRoll, Inc. All rights reserved.
Cookies are not bad! Session management logging into sites shopping cart persistence Personalization skins/custom site layouts last user to log in 息 2013 BrightRoll, Inc. All rights reserved.
Examples of Cookie Usage First visit to zappos.com First cookie set: session id (identifies you anonymously) Look at shoes web server associates shoes with session id Go to Facebook.com see advertisements based on zappos.com behavior huh? Who can see these cookies? 息 2013 BrightRoll, Inc. All rights reserved.
Third Party Cookies Recall: only the domain associated with a cookie can access information in that cookie. Two choices large companies share data between owned domains on the backend third-party data collection BlueKai, eXelate use tracking pixels, code snippets, or ask partners to sell data track over 80% of the internet 息 2013 BrightRoll, Inc. All rights reserved.
How Tracking Pixels Work* *interactions all invented 息 2013 BrightRoll, Inc. All rights reserved.
Outside the Internet... This happens outside of the internet too! Catalina (30 years): coupon-at-till o Catalina understands and influences the purchasing of more than 75 percent of American shoppers through more than 31,000 grocery, drug, and mass merchant stores nationwide. In-Store Mobile Messaging (BLE): app-driven incentives o Shopkick shopBeacon Anonymized Visa/MC Transaction Histories 息 2013 BrightRoll, Inc. All rights reserved.
The Target Pregnant Teen Story If you use a credit card or a coupon, or fill out a survey, or mail in a refund, or call the customer help line, or open an e-mail weve sent you or visit our Web site, well record it and link it to your Guest ID, Pole said. We want to know everything we can. 息 2013 BrightRoll, Inc. All rights reserved.
Other Cookie Behaviors Respawning Flash-based cookies (Local Shared Objects) Not analogous with browser cookies Can recreate browser cookies Machine Entropy User Agent + Plugins + generic machine information = fingerprint https://panopticlick.eff.org/ 息 2013 BrightRoll, Inc. All rights reserved.
息 2013 BrightRoll, Inc. All rights reserved.
This seems scary but it isnt. Publishers dont send most of their information to advertisers because they want to protect their audience. Governments have strict policies in place to protect users. European Commission e-Privacy Directive: May 2011 o DNT policy considered by W3C FTC enforcement of browser settings o 2012: Google pays $22.5m for circumventing Safari settings The advertising industry is self-regulated (and motivated!). Internet Advertising Bureau, Digital Advertising Alliance, Direct Marketing Association, National Advertising Initiative 息 2013 BrightRoll, Inc. All rights reserved.
Digital Advertising Alliance Established in 2010, functions like the BBB Advocates strong, self-regulating guidelines Participates with FTC, government bodies to define laws In 3 years, took actions against 19 companies, bringing them into compliance National Advertising Initiative Member companies participate in an opt-out program for behavioral advertising specifically Still allows cookies related to session management and site customization 息 2013 BrightRoll, Inc. All rights reserved.
息 2013 BrightRoll, Inc. All rights reserved. fin.

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Data driven women 1.1, september 2014

  • 1. Demystifying Online Advertising Alison Sonderegger Engineering Manager BrightRoll
  • 2. Alison Bellach Sonderegger UCSB, 1999 o BS in Computer Science o BA in Religious Studies Full-stack Generalist Joined BrightRoll in May, 2014 Likes memes in presentations 息 2013 BrightRoll, Inc. All rights reserved.
  • 4. Agenda An Extremely Brief and Non-Exhaustive History of Advertising Advertising Technology (AdTech) Privacy 息 2013 BrightRoll, Inc. All rights reserved.
  • 5. Not On The Agenda. 息 2013 BrightRoll, Inc. All rights reserved.
  • 6. Television Ads provide a significant amount of funding for most television networks. Sunday Night Football $593,694* The Big Bang Theory $316,912* Americas Next Top Model $25,513* 16 30s spots per half hour == $$$ How did this start? *source: http://adage.com/article/media/tv-ad-prices-football-king/244832/ 息 2013 BrightRoll, Inc. All rights reserved.
  • 7. WNBT/Bulova Test Pattern: July, 1941; $4-9 息 2013 BrightRoll, Inc. All rights reserved.
  • 8. Television, cont. Geographic Targeting: geographic 息 2013 BrightRoll, Inc. All rights reserved.
  • 9. Television, cont. Demographic Targeting: a section of the population sharing common characteristics, such as age, sex, class, etc Nielsen ratings (user diaries and set meters) 18-49: the golden demo Popularity in this demo is more desirable than number of viewers Friends 3x Murder She Wrote (same number of viewers during overlap) Then comes the internet and digital content... 息 2013 BrightRoll, Inc. All rights reserved.
  • 10. Internet Ads provide revenue for the site/application that hosts them. Revenue model is not as straightforward. o CPM (cost per mille) o CPC (cost per click), CPA (cost per action) Early 70s: advertising on the internet was expressly forbidden (ARPANET, NSFNet) 1978: Email ads/spam begin 1990s: display ads started gaining popularity 息 2013 BrightRoll, Inc. All rights reserved.
  • 11. First Banner Ad, Oct 1994: HotWired.com for AT&T 息 2013 BrightRoll, Inc. All rights reserved.
  • 12. Banner Ad, 1996 息 2013 BrightRoll, Inc. All rights reserved.
  • 13. Other Types of Internet Ads Search ads Sponsored content 息 2013 BrightRoll, Inc. All rights reserved.
  • 14. Video Ads Video ads (pre-roll, interstitial, marquee, sponsored content) 息 2013 BrightRoll, Inc. All rights reserved.
  • 15. Internet, cont. Targeting can be much more specific Companies ostensibly get more value for their money You see content that makes more sense 息 2013 BrightRoll, Inc. All rights reserved.
  • 16. Geo-Targeting Tells an advertiser where you are! informed by your IP address reveals location, ISP usually anonymous (most IPs are dynamically assigned) Used for content localization copyright 息 2013 BrightRoll, Inc. All rights reserved.
  • 17. Content Localization 息 2013 BrightRoll, Inc. All rights reserved.
  • 19. Copyright 息 2013 BrightRoll, Inc. All rights reserved.
  • 20. Demographic Targeting Tells an advertiser some specific things about you! Two cases o site serves a specific demographic o youve knowingly, willingly provided information to a site usually awarded with some service (email, cloud storage space, etc) Used for targeting advertisements to a demographic (like Nielsen ratings) 息 2013 BrightRoll, Inc. All rights reserved.
  • 21. 息 2013 BrightRoll, Inc. All rights reserved.
  • 22. Behavioral Targeting Tells an advertiser a lot of things! what search terms you use what pages you click how long you stay on a site what you buy BUT: this is not about you personally, its about your behavior! Used for highly targeted ads site usage reporting How do they do this? 息 2013 BrightRoll, Inc. All rights reserved.
  • 23. Cookies! 息 2013 BrightRoll, Inc. All rights reserved.
  • 24. The Invention Of The Cookie Cookie is a term for small objects passed between cooperating systems 1995, Netscape: cookies used to track if a site visitor is a repeat RFC2109, 1997: Specification indicates only writing/reading by originating domain Browsers can control users acceptance of cookies 息 2013 BrightRoll, Inc. All rights reserved.
  • 25. What is a cookie? Also called an HTTP cookie key/value pairs expire tied to a domain and path 息 2013 BrightRoll, Inc. All rights reserved.
  • 26. 息 2013 BrightRoll, Inc. All rights reserved.
  • 27. What does a cookie look like? session-id-time 954242000 amazon.com/ session-id 002-4135256-7625846 amazon.com/ x-main eKQIfwnxuF7qtmX52x6VWAXh@Ih6Uo5H amazon.com/ ubid-main 077-9263437-9645324 amazon.com/ 息 2013 BrightRoll, Inc. All rights reserved.
  • 28. Cookies are not bad! Session management logging into sites shopping cart persistence Personalization skins/custom site layouts last user to log in 息 2013 BrightRoll, Inc. All rights reserved.
  • 29. Examples of Cookie Usage First visit to zappos.com First cookie set: session id (identifies you anonymously) Look at shoes web server associates shoes with session id Go to Facebook.com see advertisements based on zappos.com behavior huh? Who can see these cookies? 息 2013 BrightRoll, Inc. All rights reserved.
  • 30. Third Party Cookies Recall: only the domain associated with a cookie can access information in that cookie. Two choices large companies share data between owned domains on the backend third-party data collection BlueKai, eXelate use tracking pixels, code snippets, or ask partners to sell data track over 80% of the internet 息 2013 BrightRoll, Inc. All rights reserved.
  • 31. How Tracking Pixels Work* *interactions all invented 息 2013 BrightRoll, Inc. All rights reserved.
  • 32. Outside the Internet... This happens outside of the internet too! Catalina (30 years): coupon-at-till o Catalina understands and influences the purchasing of more than 75 percent of American shoppers through more than 31,000 grocery, drug, and mass merchant stores nationwide. In-Store Mobile Messaging (BLE): app-driven incentives o Shopkick shopBeacon Anonymized Visa/MC Transaction Histories 息 2013 BrightRoll, Inc. All rights reserved.
  • 33. The Target Pregnant Teen Story If you use a credit card or a coupon, or fill out a survey, or mail in a refund, or call the customer help line, or open an e-mail weve sent you or visit our Web site, well record it and link it to your Guest ID, Pole said. We want to know everything we can. 息 2013 BrightRoll, Inc. All rights reserved.
  • 34. Other Cookie Behaviors Respawning Flash-based cookies (Local Shared Objects) Not analogous with browser cookies Can recreate browser cookies Machine Entropy User Agent + Plugins + generic machine information = fingerprint https://panopticlick.eff.org/ 息 2013 BrightRoll, Inc. All rights reserved.
  • 35. 息 2013 BrightRoll, Inc. All rights reserved.
  • 36. This seems scary but it isnt. Publishers dont send most of their information to advertisers because they want to protect their audience. Governments have strict policies in place to protect users. European Commission e-Privacy Directive: May 2011 o DNT policy considered by W3C FTC enforcement of browser settings o 2012: Google pays $22.5m for circumventing Safari settings The advertising industry is self-regulated (and motivated!). Internet Advertising Bureau, Digital Advertising Alliance, Direct Marketing Association, National Advertising Initiative 息 2013 BrightRoll, Inc. All rights reserved.
  • 37. Digital Advertising Alliance Established in 2010, functions like the BBB Advocates strong, self-regulating guidelines Participates with FTC, government bodies to define laws In 3 years, took actions against 19 companies, bringing them into compliance National Advertising Initiative Member companies participate in an opt-out program for behavioral advertising specifically Still allows cookies related to session management and site customization 息 2013 BrightRoll, Inc. All rights reserved.
  • 38. 息 2013 BrightRoll, Inc. All rights reserved. fin.