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Overcoming "Privacy" issues within an RTB (Global) Marketplace - It's coming....

##......... when [IMHO] Exchanges will get to (and, be independently driven), "inter-operate" between each other on both the buy and sell sides...##

The above is taken from my Yahoo LOOK board post [The Official Google Blog...] that is included below, as a post script.

It's coming Folks .. When "privacy" issues are over-come .. And I suspect that "THE" solution may well already be with US, by now ...

A solution, where (and according to the AdExchanger.com 'alert' intro to an article linked below), there's a need for a "high value exchange" created between consumer and marketer which is facilitated by ad tech companies, [by] using collaborative filtering technology that primarily works by extrapolating large numbers of data about people (sharing similar product interests, etc), and [that, this] can [then] be comforting to consumers because ........ (individually, people/users will become "blind" [within that "high value exchange"] to both advertiser and publisher alike, I feel.)

< In digital advertising, we strive to find similar approaches that are both effective and privacy friendly.

One such approach is the “act-alike model,” a close cousin to the “look-alike model.” Instead of building audience segments by simply bucketing users into demographic (age, gender, income, etc.) groups, act-alike segments are built on transient data measured on a consumer’s actions and product interests.

In such an approach, diverse behavioral data from a large number of people are analyzed with collaborative filtering technology to create audience segments.

With more breadth and diversity of the input data, these audience segments become more effective. More importantly, it is much less likely to “box” people in as transient data can easily expire or be opted out of.>


www.clickz.com/clickz/column/1730154/wal...

Now read my post, here:

seekingalpha.com/instablog/36191-looking...

Oh well .... Stay tuned, is my reckoning.

:)

LC

ps;
The Official Google Blog.....Give readers [I feel] an 'easy to understand' view of things to come, when Exchanges will get to (and, independently driven), "inter-operate" between each other on both the buy and sell sides.

< New ad serving and “dynamic allocation” technology, like the DoubleClick Ad Exchange, is emerging that enables ad revenues to be maximized across both directly and indirectly sold ad space, ad impression by ad impression, using real-time prices. Second by second, across millions of ad impressions, this can meaningfully boost major publishers’ revenues.

Using this technology, the average price that a publisher receives for ad space sold through the Ad Exchange is more than 130 percent higher than the average price of ad space sold directly to ad networks.

In fact, without this type of dynamic allocation across sales channels, a publisher’s revenues can never truly be maximized.>


http://googleblog.blogspot.com/2010/08/online-publishers-growing-display.html

The bigger the marketplace, the higher the winning bid (generally), becomes for publisher inventory.

Looksmart has told us [12th of May - read Looksmart's - current report], that it's AdCenter marketplace was doing around TWO BILLION impressions DAILY,

Since then (and, according to Alexa), the percentage GROWTH of global Internet users who have made a visit to the home of AdCenter @ looksmart.com (over the past three months - the Q3 period), is an impressive 57%.

Reference to that "current report": seekingalpha.com/user/36191/instablog/se...

pps; And, here's a copy of the AdExchanger.com E Mail 'alert' note:

High Value Exchange

Xuhui Shao, CTO of demand-side platform Turn, discusses the recent debate around privacy and how digital advertising companies use cookie tracking to facilitate targeting.

Shao believes there needs to be a high value exchange created between consumer and marketer which is facilitated by ad tech companies.

He writes, "In digital advertising, we strive to find similar approaches that are both effective and privacy friendly. One such approach is the 'act-alike model,' a close cousin to the "look-alike model." Read about it. (In the Clickz link, above)


Disclosure: Long LOOK and so happy to be so, too...