Data Usage & Control Primer
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A Brief Primer on the Economics of Targeted Advertising
ECONOMIC ISSUES A Brief Primer on the Economics of Targeted Advertising by Yan Lau Bureau of Economics Federal Trade Commission January 2020 Federal Trade Commission Joseph J. Simons Chairman Noah Joshua Phillips Commissioner Rohit Chopra Commissioner Rebecca Kelly Slaughter Commissioner Christine S. Wilson Commissioner Bureau of Economics Andrew Sweeting Director Andrew E. Stivers Deputy Director for Consumer Protection Alison Oldale Deputy Director for Antitrust Michael G. Vita Deputy Director for Research and Management Janis K. Pappalardo Assistant Director for Consumer Protection David R. Schmidt Assistant Director, Oÿce of Applied Research and Outreach Louis Silva, Jr. Assistant Director for Antitrust Aileen J. Thompson Assistant Director for Antitrust Yan Lau is an economist in the Division of Consumer Protection of the Bureau of Economics at the Federal Trade Commission. The views expressed are those of the author and do not necessarily refect those of the Federal Trade Commission or any individual Commissioner. ii Acknowledgments I would like to thank AndrewStivers and Jan Pappalardo for invaluable feedback on numerous revisions of the text, and the BE economists who contributed their thoughts and citations to this paper. iii Table of Contents 1 Introduction 1 2 Search Costs and Match Quality 5 3 Marketing Costs and Ad Volume 6 4 Price Discrimination in Uncompetitive Settings 7 5 Market Segmentation in Competitive Setting 9 6 Consumer Concerns about Data Use 9 7 Conclusion 11 References 13 Appendix 16 iv 1 Introduction The internet has grown to touch a large part of our economic and social lives. This growth has transformed it into an important medium for marketers to serve advertising. -
20 Mins Rapid Growth Session
Adcore Webinars 20 mins rapid growth session Yossi Elchanan Federica Mueller CMO Partner Manager • A leading international digital marketing solutions provider since 2006 • 15 years of experience in digital advertising • Technology developers for digital marketing automation • Google, Microsoft, Facebook & TikTok premier partners • Listed on the TSXV (Toronto Stock Exchange) and the FSE (Frankfurt Stock Exchange) About Adcore 2 Agenda • 4 points for rapid growth 5:52 • Opportunity alert! 3:24 • The future is almost here: Roadmap to success 15:36 3 4 points for rapid growth 4 4 points for rapid growth 1. New Manager Account (MCC) structure Same as Google, you are now able to easily 5 Better organization of insights: Manager Account Overview The new Manager account structure is supported with a better Management dashboard 6 4 points for rapid growth 2. Easier, improved import from Google two different platforms? • Use the Import Accounts feature to import all your campaigns from Google. • Use Scheduling in order to keep them updated 7 4 points for rapid growth You can now import from Google Ads: Items that can’t be imported but can be re- created using Microsoft Advertising • 20 thousand campaigns • Account-level App Extensions • 10 million ad groups • Ad group-level App Extensions • 20 million keywords • Automated rules • 20 million ads • IP exclusions • 5.5 million ad group-level and campaign-level • Remarketing lists and associations negative keywords combined • 10 million ad group product partitions • 200,000 all other entities combined • 3 million targets 8 4 points for rapid growth 3. Let DSA do the work for you Dynamically target relevant search terms Now open for tier 1 countries Tip: Start with high bids to gain traffic at first 9 4 points for rapid growth 4. -
Microsoft Advertising Holiday 2020 5- Minute News Flash
Microsoft Advertising Holiday 2020 5- Minute News Flash Are you ready to reach your customers this holiday shopping season? Holiday 2020 Planning Microsoft Audience Network and Programmatic Native Advertising Meet the Microsoft Audience Network Premium native placements Strict publisher standards and AI-powered curation Brand-safe experiences Transparency and controls for advertisers Outlook.com Microsoft Edge Highly contextual ad placements Based on Microsoft first-party intent data Strong industry ad performance Driven by leading-edge AI technology MSN Select publisher partners Reach your audience at scale through in-feed native ads 242M 10B total unique daily cross-screen visitors in the U.S.¹ data signals² Product Text Image ad ad ad 1. comScore Microsoft Audience Platform Report, December 2019. 2. Microsoft internal data, June 2020. Achieve your goals with high-performing ads Our Audience Ads CTRs outperform other native platforms delivering ads on the same properties MSN INFOPANE OUTLOOK.COM PUBLISHER PARTNERS 2x CTR¹ 1x CTR¹ 3.5x CTR² 1. Microsoft internal data, November 2019-January 2020. 2. Publisher partner data and Microsoft internal data, November 2019-January 2020. Numbers are rounded to the nearest percentage point. CTR is click-through rate. Retail Strategy for Seasonal Promotions Complement product ads with image-based ads to drive users down funnel • Similar Audiences to prospect AWARENESS Expand your remarketing lists for new reach. • Relevant In-market Audiences CONSIDERATION Using In-market Audiences, target prospects that are interested in your products and/or services CONVERSION • Remarketing to drive increased site engagement • Shopping Campaigns on the Microsoft Audience Network • Shopping Campaigns with Dynamic Remarketing REPEAT PURCHASE Why expand your shopping reach through the Microsoft Audience Network? Increased Opportunity Easy Activation Amazing Performance No images or text required- Using Dynamic Remarketing in assets are pulled directly Holiday Season 2019, retailers saw: from the feed. -
Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook
University of Pennsylvania ScholarlyCommons Marketing Papers Wharton Faculty Research 1-2018 Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook Dokyun Lee Kartik Hosanagar University of Pennsylvania Harikesh Nair Follow this and additional works at: https://repository.upenn.edu/marketing_papers Part of the Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Business Analytics Commons, Business and Corporate Communications Commons, Communication Technology and New Media Commons, Marketing Commons, Mass Communication Commons, Social Media Commons, and the Technology and Innovation Commons Recommended Citation Lee, D., Hosanagar, K., & Nair, H. (2018). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Management Science, http://dx.doi.org/10.1287/mnsc.2017.2902 This paper is posted at ScholarlyCommons. https://repository.upenn.edu/marketing_papers/339 For more information, please contact [email protected]. Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook Abstract We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement—defined as Likes, comments, shares, and click-throughs—with the messages. We find that inclusion of widely used content related to brand personality—like humor and emotion—is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that directly informative content—like mentions of price and deals—is associated with lower levels of engagement when included in messages in isolation, but higher engagement levels when provided in combination with brand personality–related attributes. -
HTTP Cookie - Wikipedia, the Free Encyclopedia 14/05/2014
HTTP cookie - Wikipedia, the free encyclopedia 14/05/2014 Create account Log in Article Talk Read Edit View history Search HTTP cookie From Wikipedia, the free encyclopedia Navigation A cookie, also known as an HTTP cookie, web cookie, or browser HTTP Main page cookie, is a small piece of data sent from a website and stored in a Persistence · Compression · HTTPS · Contents user's web browser while the user is browsing that website. Every time Request methods Featured content the user loads the website, the browser sends the cookie back to the OPTIONS · GET · HEAD · POST · PUT · Current events server to notify the website of the user's previous activity.[1] Cookies DELETE · TRACE · CONNECT · PATCH · Random article Donate to Wikipedia were designed to be a reliable mechanism for websites to remember Header fields Wikimedia Shop stateful information (such as items in a shopping cart) or to record the Cookie · ETag · Location · HTTP referer · DNT user's browsing activity (including clicking particular buttons, logging in, · X-Forwarded-For · Interaction or recording which pages were visited by the user as far back as months Status codes or years ago). 301 Moved Permanently · 302 Found · Help 303 See Other · 403 Forbidden · About Wikipedia Although cookies cannot carry viruses, and cannot install malware on 404 Not Found · [2] Community portal the host computer, tracking cookies and especially third-party v · t · e · Recent changes tracking cookies are commonly used as ways to compile long-term Contact page records of individuals' browsing histories—a potential privacy concern that prompted European[3] and U.S. -
Improving Transparency Into Online Targeted Advertising
AdReveal: Improving Transparency Into Online Targeted Advertising Bin Liu∗, Anmol Sheth‡, Udi Weinsberg‡, Jaideep Chandrashekar‡, Ramesh Govindan∗ ‡Technicolor ∗University of Southern California ABSTRACT tous and cover a large fraction of a user’s browsing behav- To address the pressing need to provide transparency into ior, enabling them to build comprehensive profiles of their the online targeted advertising ecosystem, we present AdRe- online interests. This widespread tracking of users and the veal, a practical measurement and analysis framework, that subsequent personalization of ads have received a great deal provides a first look at the prevalence of different ad target- of negative press; users associate adjectives such as creepy ing mechanisms. We design and implement a browser based and scary with the practice [18], primarily because they lack tool that provides detailed measurements of online display insight into how their data is being collected and used. ads, and develop analysis techniques to characterize the con- Our paper seeks to provide transparency into the targeted textual, behavioral and re-marketing based targeting mecha- advertising ecosystem, a capability that has not been ex- nisms used by advertisers. Our analysis is based on a large plored so far. We seek to enable end-users to reason about dataset consisting of measurements from 103K webpages why ads of a certain category are being displayed to them. and 139K display ads. Our results show that advertisers fre- Consider a user that repeatedly receives ads about cures for a quently target users based on their online interests; almost particularly private ailment. The user currently lacks a way half of the ad categories employ behavioral targeting. -
Microsoft Creative Acceptance Policy May 6, 2021
Microsoft Creative Acceptance Policy May 6, 2021 Welcome The Global Microsoft Creative Acceptance Policy is designed to ensure consistently high standards of advertising across all Microsoft media properties and platforms and Microsoft Ad Exchange (MAX) which includes MSN, Windows, Xbox Dash, Outlook.com and syndicated partners worldwide. Consistently high editorial standards align with Microsoft's brand identity and provide a backdrop for quality advertisers and users. Based on this broad charter and a rapidly changing ecosystem, stakeholder engagement across Microsoft drives focus on industry, publisher and brand alignment; resulting in policy definition that ensures a fluid and dynamic approach to high quality ad standards worldwide. Policy Overview The Global Microsoft Creative Acceptance Policy (CAP) applies to advertisements on all Microsoft platforms, Publishers and markets. At any time and for any reason in its sole discretion, Microsoft reserves the right to (i.) refuse any advertising/advertisers; (ii) make exceptions to this policy on a case-by-case basis; and (iii) make changes or add to this policy. Immediate Removal Criteria The following section lists CAP violations that will result in an ad’s immediate removal from the network; all other CAP violations not listed below require a 24-hour SLA to resolve prior to removal. Removal criteria are global unless called out as specific to the US or other country. All publishers/sites Global restrictions for all publishers / sites: • Broken or blank creative • Causing degradation of site performance (ex: excessive animation, file weights) • Misleading or sensationalized messaging, content or images • Illegal materials or content • Morally reprehensible (patently offensive and/or without redeeming social value) • Inappropriate content (ex. -
A Privacy-Aware Framework for Targeted Advertising
Computer Networks 79 (2015) 17–29 Contents lists available at ScienceDirect Computer Networks journal homepage: www.elsevier.com/locate/comnet A privacy-aware framework for targeted advertising ⇑ Wei Wang a, Linlin Yang b, Yanjiao Chen a, Qian Zhang a, a Department of Computer Science and Engineering, Hong Kong University of Science and Technology, Hong Kong b Fok Ying Tung Graduate School, Hong Kong University of Science and Technology, Hong Kong article info abstract Article history: Much of today’s Internet ecosystem relies on online advertising for financial support. Since Received 21 June 2014 the effectiveness of advertising heavily depends on the relevance of the advertisements Received in revised form 6 November 2014 (ads) to user’s interests, many online advertisers turn to targeted advertising through an Accepted 27 December 2014 ad broker, who is responsible for personalized ad delivery that caters to user’s preference Available online 7 January 2015 and interest. Most of existing targeted advertising systems need to access the users’ pro- files to learn their traits, which, however, has raised severe privacy concerns and make Keywords: users unwilling to involve in the advertising systems. Spurred by the growing privacy con- Targeted advertising cerns, this paper proposes a privacy-aware framework to promote targeted advertising. In Privacy Game theory our framework, the ad broker sits between advertisers and users for targeted advertising and provides certain amount of compensation to incentivize users to click ads that are interesting yet sensitive to them. The users determine their clicking behaviors based on their interests and potential privacy leakage, and the advertisers pay the ad broker for ad clicking. -
No. 19-1061, Viewed 07/29/2020
MicrosoftUSCA4 Advertising Appeal:| Search Engine Marketing19-1061 (SEM) & more Doc: 51 Filed: 08/13/2020 Pg: 1 of 5 Benefits Advertising Cost Testimonials FAQ Sign up now Sign In Millions are searching. Already use Microsoft Advertising? Make sure they find you. Enter your user name or email address to Reach customers looking for your business. Use the Microsoft Search Network to sign in: connect with an audience that searches 5.9 billion times a month.1 Sign up now Have a question? Please call us at 877-635-3561. 1. comScore qSearch, Explicit Core Search (custom), September 2019. Microsoft Search Network includes Microsoft Forgot your user name? sites, Yahoo sites (searches powered by Bing) and AOL sites in the United States. Data represents desktop traffic only. Powerful network. Powerful07/29/2020 benefits. viewed 19-1061, No. © 2020 Microsoft Legal Privacy & Cookies Advertise Developers Support Blog Feedback REACH ACROSS DEVICES GO GLOBAL OR LOCAL EASY TO IMPORT Connect with customers who are Reach millions of unique searchers on If you're already using another product looking for your products and services the Microsoft Search Network — by like Google Ads, it's easy to pull that at home, at work or on the go. country, city or within a specific campaign into Microsoft Advertising. distance. Keep costs in check https://ads.microsoft.com/[7/29/2020 4:09:35 PM] MicrosoftUSCA4 Advertising Appeal:| Search Engine Marketing19-1061 (SEM) & more Doc: 51 Filed: 08/13/2020 Pg: 2 of 5 Use our tools to help manage your campaigns and meet your advertising goals. -
The Value of Targeted Advertising to Consumers the Value of Targeted Advertising to Consumers
The Value of Targeted Advertising to Consumers The Value of Targeted Advertising to Consumers 71% of Consumers Prefer Ads Targeted to Their Interests and Shopping Habits 3 out of 4 Consumers Prefer Fewer, but More Personalized Ads Only 4% of Consumers Say Behaviorally Targeted Ads Are Their Biggest Online Concern Half (49%) of Consumers Agree That Tailored Ads are Helpful Nearly Half Say the Greatest Benefit of Targeted Ads is in Reducing Irrelevant Ads Next greatest benefits of personalization are product discovery (25%) and easier online shopping (19%) 2 71% of Consumers Prefer Personalized Ads 71% Prefer ads tailored to their interests and shopping habits 75% Prefer fewer, but more personalized ads Consider personalized ads to be targeted based on their online shopping behaviors Source: Adlucent, May, 2016 3 Adlucent surveyed 1000 US consumers in 2016 Only 4% of Consumers Say Behaviorally Targeted Ads Are Their Biggest Online Concern Source: Zogby Analytics and DAA, Apr. 2013. 4 Survey of 1000 US consumers Half of Consumers View Tailored Ads as Helpful • Targeted ads help consumers quickly find the right products and services “Advertising that is tailored to my needs is helpful because I can find the right products 49% and services more quickly.” Agree US Consumers Source: Gfk, March 2014 5 GfK surveyed 1,000 people on their attitudes to targeted advertising in March, 2014 Nearly Half Say the Greatest Benefit of Targeted Ads is in Reducing Irrelevant Ads Consumers list the greatest benefits to personalization to be: • Helping reduce irrelevant ads (46%) • Providing a way to discover new products (25%) • Making online shopping easier (19%) Source: Adlucent, May, 2016 6 Adlucent surveyed 1000 US consumers in 2016 Consumers on Targeted Ads In Their Own Words… “I don’t think ads are bad. -
EU Data Protection Law and Targeted Advertising
Damian Clifford EU Data Protection Law and Targeted Advertising Consent and the Cookie Monster - Tracking the crumbs of on- line user behaviour by Damian Clifford, Researcher ICRI/CIR KU Leuven* Abstract: This article provides a holistic legal a condition for the placing and accessing of cookies. analysis of the use of cookies in Online Behavioural Alternatives to this approach are explored, and the Advertising. The current EU legislative framework implementation of solutions based on the application is outlined in detail, and the legal obligations are of the Privacy by Design and Privacy by Default examined. Consent and the debates surrounding concepts are presented. This discussion involves an its implementation form a large portion of the analysis of the use of code and, therefore, product analysis. The article outlines the current difficulties architecture to ensure adequate protections. associated with the reliance on this requirement as Keywords: Data Protection, Targeted Advertising, E-Privacy Directive, Consent, EU Data Protection Framework © 2014 Damian Clifford Everybody may disseminate this article by electronic means and make it available for download under the terms and conditions of the Digital Peer Publishing Licence (DPPL). A copy of the license text may be obtained at http://nbn-resolving. de/urn:nbn:de:0009-dppl-v3-en8. This article may also be used under the Creative Commons Attribution-Share Alike 3.0 Unported License, available at h t t p : // creativecommons.org/licenses/by-sa/3.0/. Recommended citation: Damian Clifford, EU Data Protection Law and Targeted Advertising: Consent and the Cookie Monster - Tracking the crumbs of online user behaviour 5 (2014) JIPITEC 194, para 1. -
US Department of Health and Human Services
US Department of Health and Human Services Third Party Websites and Applications Privacy Impact Assessment Date Signed: May 09, 2018 OPDIV: CMS Name: GOOGLE ADVERTISING SERVICES – DoubleClick, AdWords, AdMob TPWA Unique Identifier: T-5775483-419703 Is this a new TPWA? Yes Will the use of a third-party Website or application create a new or modify an existing HHS/OPDIV System of Records Notice (SORN) under the Privacy Act? No If SORN is not yet published, identify plans to put one in place. Not applicable. Will the use of a third-party Website or application create an information collection subject to OMB clearance under the Paperwork Reduction Act (PRA)? No Indicate the OMB approval number expiration date (or describe the plans to obtain OMB clearance). N/A. Describe the plans to obtain OMB clearance. N/A. Does the third-party Website or application contain Federal Records? No Describe the specific purpose for the OPDIV use of the third-party Website or application: Google Advertising Services consisting of, DoubleClick, AdWords, and AdMob deliver digital advertising on third-party websites in order to reach new users and provide information to previous visitors to Centers for Medicare & Medicaid Services (CMS) websites. This outreach helps inform consumers about the variety of services CMS offers. Google advertising services consists of the following: DoubleClick collects information about consumer behavior on websites across the Internet including CMS websites, using technology such as cookies. Cookies capture data such as date and time of web browsing, IP address, browser type, and operating system type, tracked by an alphanumeric identifier.