Data Management And Targeting

The populace of our world is rising day-by-day and thus, consumerism plans and marketing strategies are changing. Information and commercialism is now fulfilled via digital media through the vast network of Internet that has made the life of marketers, publishers and businesses easier. However, how does the internet work to provide you with relevant information on your monitor whether it is a product or some information on your past work? All of this is made possible through Data targeting.

Data Targeting

Data targeting or audience targeting is a process in which an ad is provided to the consumer based on his/her information collected during prior internet browsing activity. Data targeting gets its head start from data marketplaces which are actually companies that have made agreements with thousands of websites. When you visit one of these marketplaces, they track the traffic and drop cookies on those websites creating a cookie-pool of traffic. Along with traffic, they can also take keyword searches from search engines like- Google, Yahoo and Bing and take into account the search behavior and assumed purchase intent. The main goal of data targeting is to serve the most relevant ads possible based on the consumers interests and resolute. Making relevant ads possible for consumers will lead in more traffic and financial results to the advertiser. Data targeting can also be helpful to avoid irrelevant ads making the internet experience better. The best thing in this process is that data targeting is 100% anonymous and no track of personal data is taken since the consumers can simply delete their cookies at any time, keeping those people who think that their big brother is watching, tension-free. The key factor is that the audience is the right one and ads can be served to them whenever they are online even when they are on sites irrelevant from their campaign. This has helped making this process, the best fundamental way of advertising both on and offline where the advertisers want their content to be served to those that is relevant to their targeted audience.

Another question that rises is - Where do they house this info?

Well, in theory, DMP or Data Management Platform can be used to house the data extracted from the targeted audience. It is in fact a data warehouse that sucks up, sorts and houses information from the targeted data and spits out the data that is useful to marketers to drop cookies. With rise in ad technology, advertisers buy media from huge different sites but DMPs can help them to be as a single stop for all activities. They centralize the audience data in one location and help to optimize future media buys as well as help to understand customer information. DMPs are used by agencies, publishers and marketers in order to collect and analyze the data to create vast and rich cookie-pool.

Is this extracted data permitted or it just is taken from them, hampering privacy?

The bigger challenge is that the data that is taken from the customers to drop cookies on their websites has to be permitted from them or else it will be a matter of privacy theft. This is however made possible by creating mutual interest and understanding between the advertisers and the consumers. The consumers are made aware of the benefits of placing cookie on their browser for a more relevant experience around the World Wide Web. Also, for ensuring privacy, Privacy policies are changed to disclose the information captured and an un-subscription link is provided.

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