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Building Audiences by Design

Through the process of building their tech stack, FuelX has become one of the few performance advertising platforms that is an end to end solution. The technology includes all components of the programmatic landscape with enhanced targeting capabilities built into the Machine Learning that allows for real-time optimizations of campaigns. The Data Management Platform, referred simply as a DMP, is a repository of data that collects, stores, and indexes anonymized proprietary user data. The DMP is the backbone of advertising within the digital and programmatic world. FuelX is constantly collecting data such as behavioral interests, buying affinities, demographic information, device data, and much more. An advertiser benefits from real-time data collection and distribution to customize an end user’s advertising experience.

What are cookies?

Cookies are small bits of data that are inserted into a user’s web browser or hard drive when a user clicks on that page. Cookies collect vital data, such as, understanding a consumer’s clicks, browsing history, etc on the device the consumer is using.

The challenge with cookies

Cookies can be erased and can only track a device, not a person. Several people can be using the same device ( such as a desktop if in a home an office or a library) which means that the ads will not be targeted for a specific person. A person can switch devices and cookies are unable to transfer from device to device. Plus, two-thirds of mobile phones block cookies, which means advertisers are losing over 30% of possible clientele and insinuates the decline on cookie-based targeting.

What is User Level?

User level tracking is a method where publicly available information, such as location, device ID, WiFi networks, geographic area, and IP addresses are collected then indexed to identify and create a continuous profile for a consumer. This method is used to help clarify one user over another. User level ensures the correct ads are served at the correct time and also allows for cross-device targeting.

FuelX Targeting Capabilities

The framework of FuelX targeting revolves around “People-Based Targeting,” which constitutes targeting not only devices, but also a whole individual person. When we say a whole individual person, we mean, their behavior, context of the web pages they visit, and their geographical elements.

Contextual Targeting

An AI technology is used to match targeted keywords on a site to ads that contextualize with the content of the site. (I.e. travel ads/ airline ads on a travel site). This type of targeting helps aim ads at users who have shown interest in products/services the ads offer based off of the site they are currently visiting. A code is embedded into the page, and when a user clicks on the page, a request is sent to the ad server with the context of the page using keywords. The Ad Server responds with the most relevant and contextualized ad that will have a higher chance for conversion.

Geographical Targeting

Tracks a consumer’s location/ physical area they are in, such as, zip code, area code, state, and city via the IP address. There are three steps in the process to locate and verify an IP address.

Locating & Verifying an IP Address

  1. Pings:An internet program that checks the authenticity of an IP address for the user and also can accept requests.
  2. Traceroute: Tracks or traces the route of the ping from the router to its origin ending then back to the final location.
  3. Reverse DNS: A DNS determines domain names for IP addresses, so a Reverse DNS determines IP addresses for a domain name.
Another key component to keep in mind for geotargeting is the Ad Server. Once the physical location has been located using the process above, the ad server uses its collected and analyzed data to serve the best ad to a user in that location.

Behavioral Targeting

Defined: A method of advertising that compiles information about a user so ads that are specifically relevant to that person show up in their browser. This method of targeting tailors specific ads to specific a user based off of collected data such as, clicks, browser history, and whether the consumer had put something in their cart but did not purchase etc. Behavioral targeting is done by placing a cookie into a consumer’s device. The cookie follows and collects information from the user’s web searches, clicks, wants, dislikes, time gaps between purchases etc. A common mistake businesses make when attempting behavioral targeting is misusing their DMP. FuelX has a DMP that is highly efficient in collecting, analyzing, and indexing a consumer’s data in real time with up to date information. A low-quality DMP could cause a company to send out the wrong ads to a consumer and the chance for conversion becomes low. FuelX is not solely cookie reliant and has the ability to track consumers across multiple devices to get a completed and well-rounded consumer profile.

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