Chapter 2 Introduction

One of the key trends in the advertising industry is (digital) data-driven marketing. The whole thing starts with massive, passive data collection. No matter which website we visit or which app we use: We leave a digital footprint. These footprints are compiled for individual users and form so-called user profiles. A set of similar profiles is then aggregated to user segments, which aim at describing a homogeneous set of users with similar preferences and interests. In order to improve marketing activities, companies use these user segments to show them advertisements fitting the user’s interest.

2.1 Real-time Ad buying

auction-based ad buying on impression level.