This article was first published on Ubex - Medium
The Ubex project operates on a variety of modules that interact to achieve the highest possible efficiency in targeted advertising. One of these modules is the DMP.
Each users on the internet has a unique identifier on different websites, which is called a cookie. Cookies are data sent from a website and stored in a user’s web browser . The unique nature of the cookies makes it possible to identify users. The cookies identify a user within the domain of Ubex partner websites and the DMP cookie identifies the user for the DMP. The given procedure allows webmasters to use information associated with the DMP as criteria in a bid for an ad display.
The main principle behind the DMP is that the website is loaded for the user, where the required advertising slot is located and the DMP requests advertising from the Ubex SSP and sends it the UBEX UserID and the DMP UserID. Then the SSP sends this data to the DPM, and in return receives a detailed user profile. The SSP adds the received profile to the RTB protocol and transmits it to the DSP, which in turn, on the basis of the profile, sends the required advertisement to the SSP.
Ubex identifies users using a specific DMP UserID. The synchronization procedure between the Ubex platform and webmaster resources is quite simple and looks like this:
1. The user’s browser requests a page or any other material from the webmaster’s server;
2. The webmaster sends the requested content with an embedded DMP pixel;
3. The user’s browser then receives the DMP pixel and initiates a request to the DMP server;
4. The DMP then identifies the user’s browser, stores the Ubex UserID and returns the 1x1 transparent pixel image, which is invisible for the user and has no effect on the browsing experience.
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Ubex - Medium