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megyoung0 That is absolutely something data brokers do & is one of many ways to do targeting. See zoominfo.com/solutions/marketing for a great example of how there are 2nd party data brokers who make a biz out of creating user rows in a database and filling them with data to ID, track and target.Permalink On twitter.com
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megyoung0 Generally the term of art in ad tech for this is *identity graph* blog.hubspot.com/service/identity-graphPermalink On twitter.com
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megyoung0 These identity graphs establish baseline sets of characteristics about a user that can be used to match up against characteristics in an ephemeral bid-stream, connecting individual users to ad impressions. This is a core process for a lot of ad tech, more than targeting, like IVTPermalink On twitter.com
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megyoung0 This can be formalized in ad tech operations in a number of ways: UUID systems can be the ultimate ID for a row in the graph (check out UID2 for more on this). Super cookies and cookie IDs are failing but are another way to do this. So are hashed emails in general.Permalink On twitter.com
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megyoung0 This data stored on both buyer and seller side can also be used to generate targeting cohorts, through stuff like clean rooms, but that's still very dependent on both sides having what is fundamentally a collection of data on individual users. marketingbrew.com/stories/2021/11/22/clean-rooms-explained-how-they-became-the-buzziest-tool-in-ad-techOn twitter.com
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megyoung0 The cohorts that are generated from user groups, either through matching (in a variety of ways) or through aggregation of the data into stuff like SDAs (see iabtechlab.com/sda/ ) basically represent a portfolio of users, tho tranche is prob a better metaphor.Permalink On twitter.com
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megyoung0 That portfolio of users represents an investment opportunity for buyers in which they invest money which they expect to see paid out in attention, they can buy it either on the open market, through private marketplaces, or directly.Permalink On twitter.com
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megyoung0 I think that maybe you are not as far off as you think? Hopefully I'm not covering stuff you already know? It just sounds like your source may have been... not wrong... but perhaps not understanding the entire picture? Hopefully this is helpful!Permalink On twitter.com
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megyoung0 In terms of the ephemeral trails, I assume this is bidstream data, though they could be referring to the dying practice of 3p cookies, which I wouldn't call ephemeral. Here's some info on bidstreams - adexchanger.com/online-advertising/everything-you-need-to-know-about-the-bidstream/Permalink On twitter.com
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megyoung0 Oh, on other threads I saw you were asking for resources: Good journalism and other works collected here, by me: context.center/topics/privacy/#journalism I also really recommend watkins_welcome's work here: cjr.org/tow_center_reports/the-guide-to-advertising-technology.phpPermalink On twitter.com
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megyoung0 watkins_welcome Broader archive of works here, also maintained by me, though I must apologize as the summery function seems to have broken - chronoto.pe/tag/ad-tech/Permalink On twitter.com
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megyoung0 watkins_welcome And if you are more of a video person, I produced a 4 hour workshop around understanding ad tech for The New School, though it is targeted at lay people so you may find it a bit basic. Part 1: youtube.com/watch?v=QIyxmSfKGbw Part 2: youtube.com/watch?v=9OpLLQ2bEwg And I'm always glad to talk!Permalink On twitter.com
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