Inefficiencies 1 Ad Tech Value Chain Evolution Aggregation 2 Ad - - PowerPoint PPT Presentation

Ad Tech Value Chain Evolution

Inefficiencies

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Ad Tech Value Chain Evolution

Aggregation

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Ad Tech Value Chain Evolution

Automation

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Data Matching Across Websites & Apps

Third-Party Data

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Understanding Ad Effectiveness

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Offline Data Appending

Data Collected by Website or Ad Network

Data Matching Service

Data Collected from Offline Sources

• Cookies
• No direct PII
• Transactional data from

the online activities associated with that cookie

• Detailed campaign

exposure data

• Different cookies tied

to PII (email address, addresses, etc.)

• Cookie sync data (their

cookie linked to website

• r ad network’s cookie)
• Offline detailed

transactional data tied to PII

• Segments based on

the aggregating detailed data

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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.

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