An introduction to how data is used in online advertising. Including, where it comes from, how's used and what people think about it.

1. Online behavioural
advertising
If photo is taken from the MediaCom image bank, enter photo credits here: first name, last name, MediaCom city

2. Personally Identifiable Information

3. Data in advertising

4. Why do people care?
Bob
• Good income
• Married with family
• Wants to buy a mid-sized sedan
Email
News
Sport
Extreme ironing
VALUE
$40 CPM $0.30 - $2CPM
GAP

5. Who wants to make money from this?

6. What data are we talking about?
Geo + Demo
Lifestyle,
interests,
hobbies
Past
purchases
Intent

7. Where do they get their data?
Cookies and beacons
1st Party 3rd Party

8. The amount of tracking varies by publisher

9. What do people think about this?
“When an ad is targeted properly, it
ceases to be an ad, it becomes
important information”.
David Moore, Chairman, 24/7 Real Media
“… the fastest growing business on
the internet is the business of
spying on internet users”.

11. What is a fair exchange of data?
“Sports fan”
Sports website

12. The advertising industry should agree some
rules
Self Opt out /
Transparency
Regulation management

13. Evidon are one organisation powering this in
the US

14. Currently the targeting is a bit like this

15. Is the data important?