Introduction
This document is a
20,000 ft overview of the marketing ecosystem. It shows majn marketing
functions. The document also
illustrates to some extent how core-advertising topics work from a high-level
technical perspective.
Marketing
Needs
General Marketing Functions & Measures:
Important Concepts & Flows
First Party Cookie:
First party cookie is a small piece of data
sent from a website and stored in a user's web browser while
the user is browsing that website. Every time the user loads the website, the
browser sends the cookie back to the server to notify the website of the user's
previous activity [1]. A first party cookie's domain name will match the domain
name that is shown in the web browser's address bar.[2]
Third Party Cookie:
Third-party
cookies belong to domains different from the one shown
in the address bar. These sorts of cookies typically appear when web pages
feature content, such as banner advertisements, from external websites. This
opens up the potential for tracking the user's browsing history, and is often
used by advertisers in an effort to serve relevant advertisements to each user.
As an example, suppose a user visits www.example.org. This
web site contains an advertisement from ad.foxytracking.com, which, when downloaded,
sets a cookie belonging to the advertisements's domain (ad.foxytracking.com). Then,
the user visits another website, www.foo.com, which
also contains an advertisement fromad.foxytracking.com/, and
which also sets a cookie belonging to that domain (ad.foxytracking.com).
Eventually, both of these cookies will be sent to the advertiser when loading
their advertisements or visiting their website. The advertiser can then use
these cookies to build up a browsing history of the user across all the
websites that have ads from this advertiser.[2]
Cookie Syncing:
Cookie syncing involves mapping a userId on one
system with the userId on another system.
The process begins when a user visits a site
(say example.com, not shown in the figure), which
includes A.com as an embedded third-party tracker. (1) The
browser makes a request to A.com, and included in this request is the tracking
cookie set by A.com. (2) A.com retrieves its tracking ID
from the cookie, and redirects the browser toB.com, encoding the tracking ID
into the URL. (3) The browser then makes a request to B.com,
which includes the full URLA.com redirected to as well as B.com’s
tracking cookie. (4) B.com can then link its ID for the user
to A.com’s ID for the user2. All of this is invisible to the user. [14]
Tags
Tags are incorporated into the HTML/JavaScript code delivered a web browser or app when a web page loads. Here’s a sample of what you might see if you look at the source code on a typical website using third-party tags.
[15]
How
do tags work?
[15]
Tags power online marketing and analytics. Specifically, they can:
- Instruct web
browsers to collect data;
- Set cookies;
- Extend audiences between
multiple websites;
- Integrate
third-party content into a website (e.g. social media widgets, video
players, ads, etc.).
- Everything from ad
campaigns to Google Analytics runs on tags. [15]
Tag Container
A container tag is a code snippet used in web development
that removes the need for multiple data tracking codes being placed directly on
the site. Instead, one code is placed on every page on a site. This code
literally acts as a container whereby all tracking codes can be placed off site
in the Google Tag Manager interface and fired from the one code on the site.
This means that you can update, add or remove your tracking codes, through the
Google Tag Manager interface, avoiding website development times. [16]
How does it work?
When a site loads or a specific action is completed on the
site, the tag will be activated. It will search the Google Tag Manager database
located in the cloud. It will then fire any tracking codes that are held in the
account and that match a set of specific rules that you have defined. [16]
Figure 1A Container Tag: Google Tag Manager fires, checks the
cloud, pulls the tags that fit the criteria and fires them. [16]
Contextual Targeting:
A contextual advertising system scans the text
of a website for keywords and
returns advertisements to the webpage based on those keywords [3]. While
setting up a campaign, the advertiser sets keywords she is looking for. When a
web page is loaded, the bid request contains the contextual information based
on historical scan of the page. Mapping needs to be done between the tags on
the publisher side vs keywords in advertiser site. A third party provider can
do mapping.
Behavioral Targeting:
Behavioral targeting uses information collected
from an individual’s web-browsing behavior (e.g., the pages that they have
visited or the searches they have conducted) to select advertisements to
display[4]
The first step in serving behavioral ads is
tracking who the users are and what they do online. Tracking refers to the
process of collecting and processing data, while targeting refers to using that
data to offer personalized solutions or advertising[5]
While setting up a campaign, the advertiser
specifies the behaviors they wish to target eg. Outdoor lifestyle, in-market
for a car. When the advertiser encounters such an audience, a bid request is
responded to. The audience behaviors will be in the bid request by the third
party vendor. Third party vendors can use third party cookies or ip addresses
or geo based tracking to track user behavior across websites.
Re-targeting:
Retargeting is a form of online targeted
advertising by which online
advertising is targeted to consumers based on their
previous Internet actions, in situations where these actions did not result in
a sale or conversion.[6]
Technically all that is necessary is to place a
JavaScript tag in the footer of your website.[7] Every time a new visitor comes
to your site, the code drops a third party cookie on user browser. Later, when
your cookied visitors browse the Web, the cookie will let the DSP/ exchange/
SSP know when to serve ads, ensuring that your ads are served to only to people
who have previously visited your site [8]
Demographic Targeting:
Advertiser would like to reach people who are
likely to be of a specific gender, age, ethinicity, income group, education level,
home ownership and # of children.
The first step is to identify user using a
match service (eg. Google has an email id and some demographic information).
Third party vendors can supplement the demographic information by using their
own third party cookies or matching characteristics with census data or Ip data
or geo data or behavior data.
Geo-Fence based Targeting:
This is especially useful for mobile advertising.
Advertisers want to send promotion for people in specific region. Eg. Target
anyone within 5 miles of the mall.
Geo-fence based targeting involves identifying the
geo-location of the device and target an ad via an app which collect location
information. These apps ask audience if location tracking is allowed through
the app. Device id is key here to identify user in case advertiser wants to
combine behavioral targeting with geo-fence based targeting. [9]
Geographic region Targeting:
Advertising can be run on national sites (wsj.com) or local
sites (chicagotribune.com). It will be
important for advertisers to identify key areas where they customers
concentrate in order to use local sites effectively.
This targeting generally does not work with mobile apps that
are national.
References:
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