Cross-Device Tracking

Identifying whether a user is on a smartphone, tablet, or desktop makes it easier to not only target them with appropriate ads and content but also to track whether a given ad seen on one device resulted in an action on another.

Utilizing the aggregated data from our partners’ cookies and beacons, our platform is able to transfer browsing data from visitors of our online partner’s websites and applications to the keyword engine. Allowing us to determine which users are on a smartphone, tablet, or desktop, and which ads and content are most relevant for each user, and which users are taking action.

This is known as cross-device tracking or targeting. The keyword engine makes this once difficult task seamless and efficient for our clients.

Cookies and Beacons

Cookies are small text files stored on a user’s computer for record-keeping purposes. Without cookies, websites have no memory. A user going through a site would be treated as a completely new visitor on each page. Cookies are the reason why, for example, when you put something in a site’s shopping cart, it doesn’t disappear each time you navigate to a new page. Cookies also help store information about your site preferences, like language settings, regional date time, etc.

Pixel flags (also commonly known as web beacons) are industry-standard, often-transparent, tiny graphic images that are placed in digital content, like websites and emails, in order to track user activity and behavior such as email opens, pageviews, clicked links, time of visit, etc.

Using the information provided from cookies and beacons, our keyword engine is able to deliver relevant, timely, personalized content to users on behalf of our customers.

Mobile Applications

Mobile applications do not use traditional cookies. Instead of cookies, mobile apps use unique identifiers (ID’s) to gather user insights and behavior analytics. These identifiers consist of a string of random characters which our keyword engine accesses via an anonymous encryption exchange to our online partners.

Whenever a mobile action occurs (app install, in-app purchase, mobile email read, etc.) the keyword engine identifies the action and attributes the event to an appropriate client keyword.

Based on that keyword identifier, the keyword engine then has the ability to serve relevant content (banner, video, etc.) back to the user in real time.

The actions of the user are again served back to the keyword engine, creating feedback that allows for further analytics and personalized targeting.

Cookie / ID Syncing

Link IDs are character sets that the keyword engine assigns to every users’ device, MD5 Hash email address, partner ID to identify each unique user. We leverage technical data collected through our technology such as our online partner’s identifiers or MD5 Hash email that they may pass to us.

The keyword engine will have a pixel sitting on the participating online partners site, which pings the keyword engine as the user loads the online partner’s page, allowing the keyword engine to drop a cookie on the user’s device.

Our platform can achieve more personalized, targeted results because we do not rely on 1 to 1 syncing. Rather, we use real time behavioral syncing from multiple online partners at any given time.

Targeting / Retargeting

Unlike typical banner ads which are shown to random visitors, retargeting ads allow you to limit the views of your advertisement to a specific set of users based on their online activity.

Within certain platforms, you can also retarget to your existing contacts. For example, by uploading a list of your customer email addresses to networks like Google Display, Facebook or Twitter, you can serve ads on their network exclusively to users matching those email addresses.

In addition, we can take our clients’ retargeting pixels from various ad platforms and proactively place them on users’ browsers without the need for the user to ever visit their site. This allows for a broader range of potential engagement, across multiple sites, to a massive targeted audience.

API Integrations

Application Program Interfaces (API’s) are programmed libraries designed to interface with other software. APIs are used as a communication pipeline between applications, websites and third party software providers that provide these entities with a wide array of tools and services which enrich the users’ experience.

API’s also allow third party providers, to create alternative applications on existing mobile and desktop computing platforms. It is for this reason that the keyword engine supports API’s with various online partners.

APIs can also interface directly through the user’s browser. The data gathered can include the user’s geo- location, operating system, browser version, language, etc. At no time will the broswer allow for Personally Identifiable Information (PII) to be gathered. It is the API integration between our online partners and the keyword engine that allows for the gathering, aggregation and querying of general data and anonymous insights from users engaged in online activities.

Personally Identifiable

Information Personally Identifiable Information is any data that can be used to potentially identify a specific individual. Examples of information collected include IP Address, MD5 hash email address, or any other information that is publicly available. We use an aggregation of various public online partners that has been provided to us for business purposes such as to serve a personalized relevant advertisement.

Privacy/CAN-SPAM Compliance

Our online partners hold to the strictest standards for the protection of each user’s privacy. Every online partner has stringent policies in place and maintain real-time updates on each user’s privacy settings and preferences. When permission is explicitly given, these settings and preferences allow for our platform to deliver real-time relevant ads to those users through our platform. We require all clients to adhere and abide by the CAN-SPAM Act which governs the laws for commercial email and commercial messages.