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People Based Advertising

     
10:37 am on May 9, 2016 (gmt 0)

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Also known as "Addressable Advertising"?

If figures are to be believed this is gaining popularity among advertisers at a very high rate.

I quote from an article (http://www.marketingcharts.com/online/what-concerns-do-advertisers-have-with-people-based-advertising-66854/) which seems to check out with similar articles:

Typically, people-based marketing has been more effective for click through rates (63%) and conversions (60%), with fewer citing improvements in lift (22%).
.

I've read up around the subject and three questions are unanswered for me:

1. What exactly is it? It seems to rely on information other than cookies to target ads in a more efficient manner. Can anyone give me an Idiots Guide?

2. How do they do it in practical terms? To be specific, how do the agencies link me, when I'm on the web, with a set of data which enables them to target ads more relevant to me?

3. How does this affect the average website publisher who is currently using Adsense (or similar) ads and / or affiliate ads?

Thanks in advance.
10:45 am on May 9, 2016 (gmt 0)

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How do they do it in practical terms?


Typically, you upload a customer list (with emails) - the advertiser then matches that data to their own accounts (e.g. on Facebook or Google). So, it's for people you already have data on and who have agreed that you can share their data with third parties.