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July 11 2011


"DDP" - Google's advertising revolution: liquid market for user segments only weeks away?

AdAge :: Google is quietly building an exchange platform for advertising data, internally known by the acronym "DDP". It is an attempt to create a liquid market for the data used to target display advertising. Here's how a data exchange works: publishers and third-party providers, such as BlueKai and Exelate, would be able to feed their data into the market and advertisers could dip in and buy audience segments, such as people shopping for certain products, or readers of certain sites like The New York Times. That data, attached to a cookie, is used to target advertising to the right people.

Continue to read Michael Learmonth, adage.com

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