Advanced Targeting (AT) lets you target ads with great precision.
AT is very similar in principle to the standard targeting systems in AmperWave Streaming. The standard targeting system gathers information from users' connection and stream request properties. For example, AmperWave Streaming looks at a user's IP address and uses a database to make a best guess about that user's geographic location. The system can then use that location to determine whether or not a geo-targeted ad can be played to that user. AT expands on that principle. Rather than relying solely on connection and stream request properties, AT relies on third-party tracking and third-party demographic and behavioral information providers.
If an advertiser has a widget that they know will sell best to women age 24-40 who have 1 or more children, then they will have far more success pushing their ad to that specific demographic. Tracking systems can obtain that information from individuals by placing code inside cooperating web sites and collecting information about the things users do, or even the things they might self-report during a user registration process. For example, if someone is buying toys or looking at children's clothing, it may be a safe bet to conclude that they have children. If someone starts browsing real estate pages, then maybe they want to buy a house.
As people browse the internet, bits and pieces of demographic and behavioral information are collected and stored over time by these third party collectors. To keep track of what behaviors and traits belong to a particular user, trackers place a cookie in the user's browser that uniquely identifies the user being tracked. As long as that cookie exists, so should the behavior information associated with it.
Note: Popup blocker suites, virus scanners, and other forms of privacy software can completely eliminate the ability to retrieve user tracking information. Even browsers themselves can prohibit third party cookie storage based on security preferences.
Advanced Targeting (AT) works in AmperWave Streaming like the standard targeting implementation, but with more options. Third-party tracking data is integrated seamlessly into AmperWave Streaming on the Targeting screen just like the standard targeting system. Note that there is a charge for AT use based on the audiences you select.
There are more metrics available to track beyond the ones on your Targeting page. Third party trackers collect data on numerous other traits besides age, gender, and so on. AmperWave Streaming can make those available to you upon request. For example, if a customer wants to track whether users are pet owners, they can contact AmperWave Streaming Support and request that metric as an option.