How Does It Work?
Why cookies and how do they work?
Since the dawn of sponsored media (newspapers, TV, magazines, the internet) users have been accustomed to the trade off of watching commercials or reading ads in exchange for lower content costs. On the internet, cookies enable advertisers to produce more relevant ads, make sure you see them just the right number of times and the proceeds help pay for content. (Cookies are also used for other purposes including site or content personalization and for remembering logins and passwords.)
In order to make ads more relevant to you, BlueKai works with websites to aggregate anonymous activities using "cookies", which are a line of text that associates a certain activity/preference to a particular computer. This enables marketers to provide more targeted online advertising to you as you navigate across the Internet.
Here is an example:
- Jasmine is shopping online for air travel between New York to Hawaii. As she visits different online travel sites who partner with BlueKai, we store an anonymous cookie on her browser.
- Because of this activity, BlueKai associates Jasmine's computer as being in-market for Hawaii travel. Also, if Jasmine visits the BlueKai Registry she has complete transparency that marketers also know of this intent for travel to Hawaii.
- As a result, BlueKai marketing partners will show ads on Jasmine's computer that are relevant to in-market Hawaii travelers. (For a limited amount of time.)
- As a consumer, Jasmine has a choice to:
- Be informed and participate: From the BlueKai Registry, Jasmine can always get visibility into what marketers are using to serve targeted ads and she can also participate by updating her preferences
- Choose NOT to participate: At anytime, Jasmine can optout from having her preferences in the BlueKai Registry. While Jasmine will continue to see ads, she can rest assured that from that point on no more data will be collected or shared.
If you have any questions regarding this process, please email contact@bluekai.com.