Tuesday, October 28, 2014

Marketing: Online Advertising soon omnipresent – Business week

by Oliver Voss

ads for products track Internet users now also on smartphones and tablets. How the technology works – and what its limits are.

Whether you are looking for hotels on the computer or hand bags, shortly after plops on several websites advertising for exactly these products. Responsible for this is often Jean-Baptiste Rudelle, chef and founder of Criteo.

The French company is one of the pioneer and largest provider of technology called retargeting. More than 50 billion banner ads plays on the US Nasdaq-traded company with monthly. Clients include Expedia, Zalando or Ebay

But even if many users feel monitored by the technique previously pushed to limits. They only worked on the same computer. In future advertising for hotels that have been viewed at home on the PC, but also on your smartphone, tablet or office computer will emerge.

The technology for the French have developed in the past few months – and make it today since its advertising customers. “Such devices-across advertising is increasingly important,” says Eric Eichmann, who runs the daily operations at Criteo.

The company is responding to also on the recent push by Facebook. For the social network had also recently introduced its advertising platform Atlas the opportunity for advertisers to follow users across device boundaries. Since log Facebook users, the network can identify its members -. Whether they are sitting at the computer or connect to the web via smartphone

Criteo makes now similar, but engages on the network of advertisers back. Once a customer Browsed for example, on your home computer into an online shop or looking for a travel portal for flights and has logged this, a so-called e-mail hash is formed.

This means that the information about what a user searches are linked to his email address. If this user is then at a later date with another device, such as the road goes into the net with his tablet and again logged on one side of any partner with Criteo mail address, it will be identified. The online store can him then show ads with the products that they have previously enjoyed in your home, but not bought.

Privacy legally admissible

“We create it only anonymous IDs, “says Jason Morse, who is responsible at Criteo for the new form of advertising. The Company therefore does not save email addresses. This said in the jargon and cross-device technology marketing is permitted by data protection law.

Especially since there is no profiling. So the data about which products a user has viewed or bought themselves, not linked. In addition, they are always the only provider on whose side he has viewed. The mainly intended to protect the interests of advertisers who do not want to share with competitors the knowledge of their customers.

It explains However, the effect of why, despite increasingly sophisticated technology, the ads still often pass on user interest. For if a jacket who looked at Zalando, then they buy but in another shop, Zalando learns not – and may still advertises the jacket, but still convincing in the hope that customers from buying.

And a further restriction, there are, which should limit the use of the new form of advertising: It only works if the user is logged on your smartphone or tablet via the browser at one of the partner sites is. But just for services with application apps are mostly used. “The integration of apps comes but hopefully next year,” says Morse.


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