Programmatic and third-party data - Adwords教程

- [Instructor] Programmatic and Third-Party Data. Here's the question. From both a consumer and a marketer standpoint, how are third-parties able to track millions of internet users and know what content they are viewing? The tracking of users is currently done through cookies, although there are many looking for alternatives, Google being one of the leading proponents. This starts with the HTTP protocol, in which your device shares information with the web server in order to download a webpage, image, or file. Even when a webpage is downloaded, each image on the page goes through the same process, the transfer of identifying information in order to receive the file. This is because the images are kept separately, and then requested, and then assembled in your browser. So when there is an ad on the page, the request for that ad, an image, or media file is routed to an ad server. In order to receive the ad, your devices information is traded with the ad server to determine which ad you'll see. Now, the ad server has cookies from your request, the website you're on, and the content of the page. Each page you visit that has ads is able to track your progression throughout the day. Not only the content and sites that you're viewing, but the ads that you're seeing and how you react to them. This also happens in another more subtle manner. This takes place on business websites that do not show ads. However, because these businesses advertise in order to attract new customers, they have agreements with ad tech companies and their data management platforms. The agreement requires the business to place a small one by one pixel image file on the pages of their website. In doing this, the business can now retarget anonymous visitors to their website. And the ad tech company can now access anonymous browsing data to add to their database. This image file is unseen by the user. But because they are on the business website, each page or file they view requests this tiny image. And the image is located on the data management platform or other ad server. This file is often referred to as a web tracker, beacon, or cookie. Then, when you download a page from the business website, that information is being passed to ad tech companies, or to a data management platform, also known as the DMP. You can see a list of these ad tech companies that utilize third-party data tracking. Look at the next ad you see. It will have an arrow on the right side of the ad in the upper right corner. There is an X and an arrow. If you click on the arrow, it will take you to an explanation of why you are seeing the ad and provide you with functions to control your ad settings. Through sites like AdChoices or NAI, you can see the list of ad tech companies utilizing third-party browser tracking. By using the basic HTTP protocol and forwarding image requests, third-party companies can gather the browsing behaviors and content preferences of millions of internet users. This is also the part of programmatic advertising that will be the most volatile over the next few years because of regulations and privacy concerns.