Why sites show you exactly this ad
Web Services / / December 24, 2019
Targeted advertising exploits the interests and needs of the users. In this sense her main - display ads to an audience that will pay attention to them with a high degree of probability. To identify these users, search engines and social networks almost under the microscope to monitor the behavior of people. Layfhaker figured out how to collect data for targeting and where they are hidden.
As formed information files
Find the page with a list of their preferences the user is difficult, if not impossible - for example, in the social network "VKontakte" it is not there. Platforms and search engines are reluctant to reveal targeting mechanisms. And it is clear why.
Marketers of Harvard conducted a studyAds That Do not Overstep: One group of people, they showed normal advertisingAnd the other - the same banner but with an explanation of the reasons for the show, for example, "because you have visited the site X». The second group buying interest was at 25% lower than in the first.
Nevertheless, in most systems, you can learn, for some reason, you find yourself in a certain collection of audiences. We offer to see what information the file you make websites and applications and how they do it.
Facebook and Instagram
Targeted advertising on Facebook is considered the most accurate. Fine-tuning allows the audience to show advertising positions as much as possible to interested users. If you stumble upon inappropriate for you to advertise in Instagram, then most likely, it is a miss marketersRather than the social network error.
Determination of the Ads Preferences
Open your account with Facebook and find any advertising the post. In the upper right corner of the ad hidden a small button with a drop-down menu. Click on the item "Why do I see it?".
a window will open to you, informing you that the seller has chosen you by age or geography. The explanation is very vague, and seem to be added "for show", which once again confirms the reluctance of social networks to reveal the secrets of targeting.
But try to click on the Settings display advertising - will open full list of interests that the social network managed to reveal you.
Here you can find advertisers to upload your contacts to Facebook at targeting setting. Companies actively use this opportunity to not shoot a gun on the wheel, but to show their offers only to those customers who are familiar with their products. Therefore, the social network allows advertisers to upload whole lists in the phone numbers and email addresses.
Facebook knows your phone model, which services and applications are using, to some places and cities show interest than fond of and what your lifestyle. Data from WhatsApp and Instagram, of course, go to the same.
The social network also receives information about your activity on websites and Facebook partner applications. For example, if you visit a web page on the topic of tourism, you can be shown advertising hotel of shares. This is possible if the developers of sites and applications useAbout Advertising on Facebook technology integration with Facebook, as well as analytics tools.
If you Like, for example, a restaurant that was visited on weekends, then the system will advertise it to your friends with a mark "like Ivan Ivanov." Think about it: is it really your friends, colleagues and managers need to know what you are interested in, for example, the theme of planning a pregnancy or emigration to another country?
These settings are at the default user. In the same interface you can disable Facebook to collect data about your activities outside of the company's products and advertise your friends huskies various communities.
Facebook Agent in mobile apps
In the code of many mobile applications present SDK - Library analytics systems and social networks. They help developers track events in the applications: installation, user activity, time spent in the program, and more. Furthermore, SDK is expanding advertising opportunities.
For example, to install the official Facebook the SDK, developers can advertise their products for the popular and very profitable model, "Payment for the installation." It is not difficult to guess that such a code is present in the majority of applications that provide advertising on Facebook and Instagram.
It happens like this: When a user installs and opens the application, the SDK automatically reports the analytical platform of this. Events can be different - it depends on the settings and tasks.
Generally, Facebook SDK captures data about the installation, activation, engagement. However, the social network has repeatedly been accused of it collects applications and more personal information. American edition of Reporters The Wall Street Journal conducted an investigationYou Give Apps Sensitive Personal Information. Then They Tell Facebook and found that Facebook collects from the application of the health of the user data - its weight, pressure, status of ovulation. Agree about it in social media one would not write. But having such data, it is possible to show a more efficient advertising.
Pixels on Facebook sites
Has it ever happened to you is that by visiting the online store, you will almost immediately start getting it advertising? The fact that the code of the site Facebook has hidden another agent - pixel. These data are used for dynamic retargeting.
Its meaning is to use uncovered by customer need. Suppose he visited the site, I got acquainted with the product, but has not made the desired effect. However, advertising can haunt you after purchases - it all depends on your campaign settings.
Retargeting helps the advertiser to remind yourself to get high conversions due to the "heated" audience. After all the data that you have looked at the online store these sneakers, which accurately describes your consumer desires than information on age and sex.
By the way, the technology uses pixels and other social networks - "OpenID", "Classmates".
Google and YouTube
Google monitors not only for the actions of users, but also their movements. Geolocation again need to display advertising. View their location history can be for this link. There is also a button to turn off the monitor.
Google Inc. is willing to share with the users information collected advertising preferences. Locate on any Google site banner or switch to YouTube videos and then click on the button faint i. You will see the reasons for display advertising, as well as your ads preferences, which are recorded all the data and the user's interests. You have the right to opt out of personalized advertising.
Full list of actions to track, you can see on this link - it stores all your searches, Voice commands, search on YouTube, move around the world.
"Vebvizor" and "Yandex. Metrics"
These are products of the company "Yandex" that can collect data on audience sites and take in the action video format on the web pages. With "Vebvizora" companies can easily see what website visitors are doing on each page, where clicked where detain their attention.
Looks quite harmless, because the action is not personalized, ie the owners of Web resources can not determine who exactly went to visit them. All that they can learn about you - the city, operating system, browser, device type. Based on the actions taken, then the developers, for example, put the button "Buy", where people often drive the mouse.
"Vebvizor" in conjunction with "Yandex. Metric "can help companies to segment their audienceTo further show ads to people who have already visited the site, viewed a specific page, clicked on specific products. For each user of the system - a set of identifiers for which it determines the behavior of some socio-demographic characteristics (gender, age, interests, geography). These impersonal, and no one knows that it is you who have visited the site, but the company's advertising to you, most likely, will reach.
mobile analytics system
Many systems mobile analytics, as well as Facebook, have their own SDK. And their advertisers actively use to form their own target audience. Marketers correlate data from different sources and thus create more or less intuitive user portrait.
thanks to the system analysts they can identify your city, age, smartphone, sex, operator, time spent in the program. What is missing is a photo, but this technique has not yet reached. All this is also used to identify audiences and ad settings.
The average user will never know that the application on his smartphone have any libraries, integration with social networks and various databases until you learn to read the user agreement.
Why collect data and where they are stored
On the basis of the preferences and interests of the whole construct targeted advertising. You have the right to remove information and prohibit certain systems keep track of your interests, but will not go away from the ad itself. Simply, it will randomly because when the show will not be taken into account your preferences.
Often your contact details drained advertisers who you're registered. They loaded the bases in the target system in order to gather a loyal audience.
On the one hand, users are unpleasant to realize that their every move on the Web somewhere recorded and stored, on the other - you get advertising that matches your interests. For comparison, remember the TV: videos about tablets from yeast and breathable lining watching 48-year-old Valentin, a 15-year-old Tamara in between listening to favorite programs about the miraculous properties of drugs for men.
Many worry that corporations such as Facebook, overheard our conversation and then show the right ad. In the social network recorded more than 2 billion accounts. Imagine how much you need power and what power should be servers to store records of conversations thirds of the population of the entire planet? Edition of Wired countedFACEBOOK'S NOT LISTENING THROUGH YOUR PHONE. IT DOES NOT HAVE TOThat interception of users in the US alone social network would receive 20 petabytes of data a day, when the total amount of Facebook data - only 300 petabytes.
And why is the company so if users and leave quite a distinct trace of information in social networks laykayut linger on certain publications do repost.
How to block ads
- First you need to restrict outbound traffic. In any browser go to settings, select "Privacy" (may be referred to as "security" or "Privacy Statement") and including a ban on tracking data.
- visit settings in your Google-account and disable the system to collect search history, location, voice control and video views on YouTube.
- clean their preferences, which could fix Facebook. Remove interests and advertisers prohibit social network use personal data and share information about you with other websites and applications.
- If intrusive ads will continue to appear in your stream, click on "Remove Ads by ...". Proposals of this advertiser will no longer bother you.
- Use plug-blockers in the browser. They do not just stop your ads, but do not allow companies to track user activity online.DownloadQR-CodeGhostery - Confidential adblockerDeveloper: https://www.ghostery.com
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- Learn the applications and programs of the user agreement before taking them. Sometimes there is a lot of interesting things: for example, items that the owner of the product can be used your data for their own purposes and to transfer them to third parties.
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