Tag Archives: Privacy

Slash your advertising spend with Facebook ads and DSPs

When it comes to media planning and buying we all want to reach our target market with little or no wastage. Media is expensive – it often outweighs creative by 5 to 1 – and must be measured in terms of ROI (Return On Investment). While we’re seeing more accountability with MOVE (Measurement of Outdoor Visibility and Exposure) introduced early last year there’s still one media channel that wins hands down when it comes to measuring ROI – digital.

The two most exciting aspects of digital media buying for me has got to be Facebook Advertising and DSPs (Demand Side Platforms) allowing highly targeted advertising and minimising wastage. I’ll start with Facebook:

Facebook is seriously clever. Most people will know that when you fill out your profile – gender, age, location, relationship status and interests – you are providing Facebook with rich data that can be used to serve you targeted ads that suit your interests. Every time you ‘like’ a page you are also signalling to Facebook ‘hey I like this stuff’ and Facebook will allow advertisers to use this information and align you with brands that are suited to your taste.

Now despite what you’ve heard in the media Facebook is not actually handing over your personal data to advertisers and your security is NOT at risk – it’s just storing that data and allowing advertisers to set parameters for their ads. Seriously if you want to remain anonymous you can adjust your Facebook privacy settings or opt out of behavioral advertising here – but I’m yet to find someone who’d prefer to see ads that that they have no interest in, over ones that do.

Here’s some screen grabs showing you a few ways you can structure your Facebook Ad and target only those who might be interested in your brand (I particularly like what I call the ‘peer pressure’ ‘like tool which shows which of your friends like that page:

Now for DSPs:

Demand Side Platforms (DSPs) are changing the way online ads are bought and sold and has only just launched in Australia via Brandscreen. DSPs enable media buyers (and agencies) to bid and optimise across several exchanges in real time as well as manage the buy and creative placement of ads. As opposed to looking for an audience to deliver an ad to, DSP allows for people to be valued and targeted individually and anonymously and then be served a highly targeted ad. A bit like an online stock market for ads. Very exciting stuff!

Their website states: Brandscreen brings all the major exchanges within a single, self-serve buying platform, connecting you with Google DoubleClick AdX, Rubicon, AdMeld, Pubmatic, OpenX and ContextWeb. In Australia alone, Brandscreen is already seeing over 250 milion impressions available every day, covering over 2.3 million websites.

How are you measuring your advertising spend? It’s pretty complicated stuff so drop me a line at Brio Group if you’d like to talk more about getting more bang for your advertising buck.

Yours in behavioral advertising,
Janet

Tracing the iPhone’s problem

Ever wondered what a map of EXACTLY where you have been over the last month looked like? Got an iPhone? Well, here’s something you probably didn’t (but should) know!

It may come as a bit of a shock, but you might like to know that your iPhone is actually capable of doing this. The technology is nothing new or special, 3 cell phone towers are used to triangulate your exact co-ordinates which are then stored in a database with a timestamp. Due to the fact that your phone does this without the assistance of its GPS hardware, this is NOT something that can be turned off or that you can opt out of. Though this method of recording your position is potentially less accurate, it is countered by the fact that it stores this information timed to the second. Want to see what this information looks like when its displayed through a program on a computer? Check this out:

Washington DC to New York from Alasdair Allan on Vimeo.

The next interesting (or scary fact), is that it’s been happing since June 2010 with the release of iOS 4. The information is kept in a file that is synced to your computer via iTunes where it can be deleted (along with the rest of your phones back up) but the next time you sync your device a new copy of the file will be created. It is also moved to a new device when the old one is replaced.

Perhaps the most intriguing piece of information about all of this is that it took two security researchers to stumble across it for the information to come to light. Apple have stored all of this without the user’s permission or knowledge through the use of undocumented and seemingly hidden features of its mobile operating system. Telephone service providers are able to record this information however it requires legal documentation and is normally only accessible by the police. It is pretty easy for anyone who has access to your computer to get hold of this information which for some is more worrying than the fact that your phone stores it in the first place. Unfortunately at the moment there is no way of opting out of this either. Discoverers of this information have written a simple program on Mac OS X that is capable of displaying this information on a map which illustrates just how detailed the stored information is. If you’re interested in trying it out visit their website.

As someone who likes to keep my personal information cards close to my chest, I strongly recommend reading the articles that inspired me to write this post, visit:

iPhone Tacker – http://petewarden.github.com/iPhoneTracker/#1

Gizmodo – Your iPhone is Secretly tracking everywhere you go

The Guardian – iPhone keeps records of everywhere you go

Yours in spying and secretly tracking things,
Lee