Oracle Data Marketplace
docs.oracle.com
docs.oracle.com
Check for yourself (This link also deletes your data from them if you're so inclined.): https://datacloudoptout.oracle.com/registry/
The way it works is not very different from custom audiences, but they are syndicated to every FB marketing api user instead of private to your account and there's a revshare with FB based on usage.
So the matching has to be based on one (or more) of the keys listed here: https://developers.facebook.com/docs/marketing-api/audiences... plus a few extra ones like IDFA/IDFP, probably cookie matching, etc.
It's not hard to create a massive audience on Facebook if you're matching on public data like postcodes, but ultimately your understanding of that audience is based on how accurate your data is. Whether you believe that data companies have accurate data or not, it has nothing to do with their segment size on FB.
PS. the partner categories program has actually been discontinued as of April 2018, so these third parties will no longer be able to syndicate their data to all FB ads users in the future.
One thing to point out is that it's true that the Partner program itself has been discontinued, which gets rid of all the 3rd party targeting categories within the self-service interface using Facebook-managed data integrations with those firms.
But the ToS[1] rewrite effective 5/25/18 goes out of it's way to ensure that they don't outright prohibit the use of third party data. They just effectively decentralized the usage of it and require ad buyers and the data brokers to have a direct relationship now, and leverage the custom audience functionality you mentioned to do the targeting. And in so doing allowed themselves to become willfully blind to the usage of 3rd party data plus shifting liability onto the advertiser for usage of it.
Their pitch involved bringing roughly 30 people into a room for three of them to do demos/presentations/q&a. Definitely the shock and awe approach. Unfortunately for them, we weren't totally clueless. The claims they made about their data and what it would do for us were pretty laughable.
I don't know whose idea it was to let them pitch us but it was a total waste of a day.
It's not something a web dev will generally need to worry about but for working class blue-collar citizens this is a real nightmare they unknowingly facing.
If insurance companies and employers use that information (as well as creditors) it become subject to the FCRA; as well as subject to state, local, and federal laws about lending, insurance underwriting, and employment. This information merely existing (for advertising purposes) doesn't suddenly make it legal to use it in specifically illegal ways.
For example, it's a standard practice to use a person's credit history and credit score during insurance underwriting - data shows people who are responsible with credit have less claims, so they have lower premiums. However, say you live in Massachusetts. In Massachusetts it's illegal for insurance companies to take your credit history and credit score into account when determining policy premiums. So insurance companies are not allowed to access your credit if you live in Massachusetts even though that information is widely available and used in other states.
That's over 80% of the entire US internet population at your fingertips. ... a range of data ... some of which are exclusive and not available anywhere else. ... Eighty percent of the top 20 ad networks, portals, trading desks, and creative optimizers leverage data from the Oracle Data Marketplace platform to run high-performance ad campaigns.
Equifax? They were kids.
I know marketing always makes exaggerated claims, but to claim that a search implies intent is such blatant nonsense. At least later on they make claims about "interest", which at least could be true, for very broad definitions of "interest".
(As auslander already said, aggregating personal data into huge databases like this invites Equifax-like data theft.)
AFAIK, a web request is sent from a consumer's browser with some form of identity, ie cookie ID, fingerprint etc. The hash of it gets sent to BlueKai when there is a bid request, and it then queries for keys associated with that hashed ID. The bidder (a service that makes purchase decisions on bid requests) returns a value for that data, and if its the highest value among all advertisers bidding on that slot the ad is shown.
The advertiser never sees any of the underlying data. They are able to see how many bids they won against the pool of data. Say you wanted to sell some organic sausages via banner ads- you would purchase impressions from a publisher, ad network, or agency, and pay an extra $2 CPM (mind you most media clears around $1) to BlueKai to show ads against an Organic Food Buyers audience. That audience is most likely derived from grocery store club card data which include things like recent purchases, brand preferences and more. I'm amazed that more people don't care about that form of data collection...
How often do you have to buy organic products to be entered into the targeting pool? 50% of your shopping cart, or 1 item ever? Literally nobody except for BlueKai knows. There is no oversight, and as such the data is almost certainly low quality.
I came to the conclusion after all of that spend against at least 100 different audiences that its almost universally more efficient to buy cheaper banner ads in bulk. It was often the case that media targeted with 3rd party data would perform twice as well as untargeted media, but for 5 times the cost.
Still, I think the concept of audiences, not raw pii, has been a decent compromise for the sake of privacy, and the net effect of all of it is that some marketing budgets got blown on ads that could have been otherwise targeted.
That is one hell of a security risk though to have all of that data sitting out there.
I got so fed up with the inequity of digital marketing I've done my best to move myself away from it. If I were building an advertising business today, the consumer would be an equal partner in all data transactions, for two reasons: 1. Fairness 2. Data quality.
I stop approaches from ad-tech companies myself.
> the consumer would be an equal partner in all data transactions, for two reasons: 1. Fairness 2. Data quality
why would a consumer be interested in cooperating? No one likes ads, right? :) The businesses milk data out any way they could, and share it. People defend themselves and share the knowledge. Its how it is now, and looks like will be in future.
Browser companies may be on either side, today I'd stick with Firefox and Safari.
Let's assume I can't block ads or choose not to block them to support site/service I'm using.
If that was the case I'd rather see relevant ads as long as they were targeted based on a subset of information about myself I've decided to provide, to the parties of my choosing and with usage restricted to that single purpose only.
And I'm sure I am not alone. Before the internet, people used to buy ad catalogues. They would go out, pay a bit, just to get a collection of ads home.
Oracle BlueKai, which was an acquisition, collects data from various sites users visits (via cookies and their SDK) and explicitly sells that data to other ad networks. Ad networks, outside a few of them, don't have a lot of data to target and thus rely on 3rd party data brokers such as BlueKai to fulfill this need. BlueKai also have tie ups directly with the advertisers, especially brand advertisers such as Unilever etc., where these advertisers require the ad networks who are advertising for them to use BlueKai customer segments (which they created using user data) for targeting purposes. And all of this is completely invisible to the user.
- Personal information that is collected offline and that can directly identify you may include, for example:
- name and physical address, email addresses, and telephone numbers;
www.oracle.com/legal/privacy/marketing-cloud-data-cloud-privacy-policy.html
And for amplifying political misinformation campaigns and conspiracy theories, and occasionally they let some of that data leak. But other than that they're fine. After all, they are mega corporations whose business model is altruism.
Unclear because Google and FB have its hand (trackers like Like button and pixels) in many websites as well. In uBlock Origin, enable advanced mode and will see tens of tracking domains on pages like newyorker.com online stores et cetera.
- On average, how many categories does a unique user belong to?
- We see 750 million unique users per month with an average of 10-15 attributes per user.
- How long after a user qualifies for a category will that category last in their cookie?
- Categories are stored per user for 90 days. This is the legally allowed time limit. It is also a rolling 90 day period ... if the user is back online on day 2 then the activity counter resets.
It was last addition to my defences - private browsing tabs only, closing tab clears cookies and storages.
I'm not sure what your question is though, are you asking how to protect yourself? It seems you already have it covered if you delete cookies.
Oracle BlueKai, audience data on 300+ million users, over 80% of the US
What opinion?
Adobe is also very much in this space.