"Runner" offers contextual advertising with socio-demographic targeting
At the conference “Search Engine Optimization and Website Promotion on the Internet”, held last week, the general director of Begun , Alexey Basov, announced the launch of a system of socio-demographic targeting in contextual advertising. According to him, the system has no analogues in the Russian market.
The unique development of the company “Runner” will provide an opportunity to use personalized contextual advertising in advertising campaigns. Advertisers will be able to offer products and services to a narrow target audience with even greater efficiency. In addition, advertising campaigns will become available with different scenarios for different segments of the audience.
The first step in the implementation of a socio-demographic targeting system was the provision of advanced statistics, including the gender and age of the Internet user. Such data advertisers can receive from November 19.
“The demographic data of the user is displayed next to his IP and the transition time for the ad as an image of a man or a woman, indicating the age. With the help of a new type of data, advertisers can even more deeply analyze the Internet audience they attract, ”the company said in a press release .
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The use of these characteristics was made possible thanks to the cooperation with the largest dating service in Russia, Mamba , which was the first to act as a supplier of demographic information. In the event that the viewer is a member of “Mamba”, “Runner” will be able to recognize him in his advertising network and show the advertiser his gender and age. At the moment, more than 700,000 user browsers are already marked up in the “Runner”. Thus, for the first time in the history of Runet, socio-demographic data is used in advertising on such an industrial scale.
Slide from the presentation to the report by Alexey Basov " Personal contextual advertising ."
The transfer of personal data to “Runner” relies on the “Mamba” user agreement with the participants, in which users explicitly agreed to use their data in advertising. At the same time, “Mamba” transfers to “Runner” only 2 profile parameters - gender and age of the participant. Thus, “Runner” not only can not connect them with a real person, but also determine their belonging to a specific questionnaire. Therefore, the cooperation of services is fully consistent with the norms of Russian legislation and the law on personal data. If desired, each user at any time can opt out of using its parameters by standard browser means - by turning off cookies.
In the future, “Runner” plans to develop cooperation with information providers, operating with an even greater volume of socio-demographic data.
“With the growth of the Internet, advertising technologies are evolving, increasing the potential in the field of audience segmentation. Exhausting the possibilities of technical data about the viewer, advertising operators turn to the analysis of anonymous socio-demographic parameters of the audience. Suppliers of such information may be, for example, social networks, services, discount clubs. The data accumulated by them, with due legal and technological base, reveals fundamentally new opportunities for the advertising market - both in campaigning and in the analysis of the advertising result, ”says Alexey Basov.
The unique development of the company “Runner” will provide an opportunity to use personalized contextual advertising in advertising campaigns. Advertisers will be able to offer products and services to a narrow target audience with even greater efficiency. In addition, advertising campaigns will become available with different scenarios for different segments of the audience.
The first step in the implementation of a socio-demographic targeting system was the provision of advanced statistics, including the gender and age of the Internet user. Such data advertisers can receive from November 19.
“The demographic data of the user is displayed next to his IP and the transition time for the ad as an image of a man or a woman, indicating the age. With the help of a new type of data, advertisers can even more deeply analyze the Internet audience they attract, ”the company said in a press release .
')
The use of these characteristics was made possible thanks to the cooperation with the largest dating service in Russia, Mamba , which was the first to act as a supplier of demographic information. In the event that the viewer is a member of “Mamba”, “Runner” will be able to recognize him in his advertising network and show the advertiser his gender and age. At the moment, more than 700,000 user browsers are already marked up in the “Runner”. Thus, for the first time in the history of Runet, socio-demographic data is used in advertising on such an industrial scale.
Slide from the presentation to the report by Alexey Basov " Personal contextual advertising ."
The transfer of personal data to “Runner” relies on the “Mamba” user agreement with the participants, in which users explicitly agreed to use their data in advertising. At the same time, “Mamba” transfers to “Runner” only 2 profile parameters - gender and age of the participant. Thus, “Runner” not only can not connect them with a real person, but also determine their belonging to a specific questionnaire. Therefore, the cooperation of services is fully consistent with the norms of Russian legislation and the law on personal data. If desired, each user at any time can opt out of using its parameters by standard browser means - by turning off cookies.
In the future, “Runner” plans to develop cooperation with information providers, operating with an even greater volume of socio-demographic data.
“With the growth of the Internet, advertising technologies are evolving, increasing the potential in the field of audience segmentation. Exhausting the possibilities of technical data about the viewer, advertising operators turn to the analysis of anonymous socio-demographic parameters of the audience. Suppliers of such information may be, for example, social networks, services, discount clubs. The data accumulated by them, with due legal and technological base, reveals fundamentally new opportunities for the advertising market - both in campaigning and in the analysis of the advertising result, ”says Alexey Basov.
Source: https://habr.com/ru/post/16403/
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