DIGITAL ADVERTISING ALLIANCE

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  1. Ad networks’ cookie tracking capabilities allow them to trace the patterns of sites, clicks, and pages viewed of people visiting properties across their network. Although the tracking is anonymous—they don’t know it’s you specifically—the networks detect that you went to the branded site for Automaker X. Then it was on to auto research site Autobytel.com, followed by a niche site for independent music and a quick download. Before leaving this particular network, you visited a child care site for some timely advice on getting a reluctant toddler to take a nap. From these behaviors, networks deduce that you’re parenting, you’re interested in Automaker X products, and you’re an indie music lover. You are much more than a collection of demographic values now; your web behavior has a pattern that has been quantified for targeting purposes. digital advertising 101

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