Have you ever felt that an ad is chasing you? Were you ever followed by a strange ad? If so please don’t call your local police station cause you are responsible for it. You consented to be tracked. Let’s dive into the general concepts involved here.
These cookies are referred as third-party cookies as “technically” it’s not dropped by the website that you are visiting. If you visit Yahoo.com and if Yahoo drops a cookie then it’s called a first-party cookie.
3. So, now you are part of various audience segments based upon the cookies that you have. Here’s how you will be identified based upon the segments:
He’s a user who likes to shop online and watch football. (eh!)
Or, a user who use credit cards online more often.
Or, a user who like traveling and book tickets or holiday packages more often.
Okay okay…I get it. Let’s move on.
4. Next comes – the advertisers – who will buy these audience segments (companies like Lotame, Exelate, etc sell audience segments which the advertisers buy for targeting) and target their ad campaigns to these segments. Suppose Nike is releasing a new football shoe and there’s an offer which they want to promote online, then Nike will target to the audience segment of “users who like to shop online and watch football” because it will help in serving more meaningful/relevant ads to users and help in increasing chances of conversion. You definitely don’t want to end up serving an ad related to cooking or art books to our guy here right!?
5. Now, when you visit a site, the ad server comes to know that a user from that particular segment has visited by reading the browser cookie and the most eligible ad i.e. the Nike football shoe ad here is served.
6. How do you remove yourself from these segments? Simple. Delete the cookies in your browser. How do you prevent yourself from being tracked? You’ll need to block third party cookies in your browser. Safari has that setting by default. For browsers which doesn’t you can opt for multiple plug-ins that are available for Firefox and Chrome.
I believe that relevant ads are better than irrelevant and unrelated ads. The whole ad serving system in place would be meaningless if the right ads are not served to the right groups of people. Adding sense in ads is something all companies are thriving to achieve for many years. Slowly ads are becoming more relevant day by day.
Our guide on using DFP to create Audience Segments is on the way. “Watch this space” for updates.