A key issue in China is the loss of cookies across different data systems from different domains; up to 30-40% in big DSPs. We developed a system away from heavy reliance on technology and DSP targeting methodologies. Our inspiration? An online behavior common to all: bookmarking!

We used Intel’s ads as windows to see into the online paths of Intel’s target IT decision makers. Our bookmarking system deciphered the complex and extensive online journeys of Intel’s targets through real-time segmentation. More importantly, we actually “bookmarked” targets’ preferences as insights for the very next ad they would see!

Our bookmarking system was smart; self-learning all the time. Leveraging advanced technology, our system updated targets’ insights with every ad viewed, and informed customized ad content with every new click.

If a target clicked on an ad about cloud computing, no matter which domain they went to next, the following Intel ad displayed to them had content relevant to cloud computing. If they clicked on a different IT product/ topic later, our system updated to this new preference automatically and served updated personalized content. We used Google’s rich media to dynamically deliver different content to each user and floodlight-id technology to identify individual users across domains.

It is no longer necessary to wait until after a campaign to optimize. In this campaign, we continually updated and optimized by using real-time insights.

Our solution could navigate across different domains, regardless of different data systems - a first for Intel China!