How Ad Targeting Works: Why You See Certain Ads
Do you feel like “they” are listening? Maybe you even feel like your phone is reading your mind.
We’ve all been there. An ad pops up, and you can swear that you have only thought about the product shown, much less spoken about it out loud.
While it may feel like your privacy is being invaded, and on some level it probably is, our devices are actually doing less listening and more observing and predicting.
To dig a little deeper, here are a few of the methods advertisers use for ad targeting.
Retargeting
If you visit a website or add an item to your cart but don’t follow through with your purchase, that brand may “follow” you to other websites and social media platforms to remind you to finish the purchase.
Predictive Modeling
Advertisers can use information such as your habits, age, interests and location. By combining these details with your browsing history, they can predict what you might want before you even say it.
Lookalike Audiences
Based on existing customer data, advertisers can target people who share similar traits and interests with a brand’s existing customers.
Social Connections
What’s that saying…birds of a feather flock together?
Advertisers tend to think this is the case, too. They may target individuals based on connections and shared interests, including what people in their social networks have purchased or engaged with.
Geolocation
If an app has access to your location data, it can trigger ads or notifications based on where you are. This is called geofencing.
For example, if you have given location permission in the Chick-fil-A app, being within a certain range of one of its restaurants may trigger a push notification about a new menu item.
Wi-Fi Networks
A home’s Wi-Fi network can also play a role in how ads are targeted.
For example, one individual in the home searches for a new landscaper, setting off retargeting ads. Because other household members may share the same internet connection, they can sometimes see related ads, too.
So, it may not be your phone secretly listening to your conversations. It may simply be a combination of the data you and the people around you are already sharing.
How Can You Limit Targeted Ads?
In case you have ever wondered, “How do I stop these ads?” here are a few ways ad targeting can be limited.
Adjust Your Privacy Settings
- Turn off “Personalized Ads” in your Google Account, Meta Ad Settings and Apple device privacy settings.
Manage Cookies
- Regularly clear your browser cookies or use “Incognito” or “Private” mode to limit long-term tracking.
Use Privacy Tools
- Consider browsers such as DuckDuckGo or Firefox with tracking protection enabled.
I wish I could tell you that ad targeting could go away entirely. Sadly, that is not the case in today’s world.
But understanding how ad targeting works equips you with the knowledge to make better choices about how you share your data in the future.