How It Works

How it works



There’s a really big elephant in the room we need to all understand before we get started. The ad industry is self regulated, so that means as long as they respect their “LEGAL” duty with our personal data, everything is good – until the big Facebook Fiasco of 2018 ripped the Band-Aid off the Ad Choices program. Now we finally start to see that our politicians can’t legislate around something they don’t understand and our Federal Trade Commission has no idea how to get the horses back in the barn of an industry gone wild.


Former Commissioner of the Federal Trade Commission Julie Brill said upon the resignation of her 6 year tenure in 2013 “I’ve long said that I don’t think consumers understand [the Ad Choices Privacy Program. I don’t think they interface with it. When you do interface with it, it’s clunky.” The truth is, we ARE the product. There is no motivation on the part of ad tech corporations to bring their raw materials into a conversation about value. We are here to be bought and sold in tonnage.


There’s one thing the about-face team does agree with when it comes to respecting consumer privacy; any use of your personal data should always be anonymous. That’s one thing on which everyone can actually agree. Most companies at this point, as we now are, would declare to you that if you want to know more please visit our Terms of Service . Helping you to understand how Privacy in this market works is part of our service, but it’s a big conversation so we are going to start now with how the sale of your personal data actually works

There are two parts to the Audience Building approach that everyone in the industry takes in targeted consumer advertising. This is the method that digital and mobile advertisers use the most now; however, Television & Smart TVs (think Roku, Tivo, Dish, Sling) Networks, Newspapers and Radio are all figuring out now how to do this now too and are jumping into the game of exploiting your personal data too.

Step 1: Get Your Market Map


Step 2: Find Matching Consumer Data


Step 1 is to identify who your consumers are. This is done through the use of what is referred to as a Market Map or sometimes it’s called a device graph; but no matter what you call it, this process is used to help advertisers understand who a user is across all their electronic devices without actually knowing their names or real personal identity – remember? Anonymously. This is accomplished with things like your Home IP addresses, Device IDs from your mobile phone and cookies on your PC. They also use this information to measure the effectiveness of advertising to you.


Step 2 is to identify particular audiences of interest to an advertiser. Once the Market Map is built, it needs data about you to be valuable. Things like what websites you visit, when your kids shop for a college, when your house goes up for sale or if you newly bought one, the things you buy with your credit cards and other information that is collected by companies who specialize in consumer and business data. These companies collect the data and make it available to advertisers through other companies that make it useable through their market maps.


Step 3 pulls this all together through a process called Audience Building and we believe that market is worth billions of dollars per year to consumers. It’s a complicated industry, but basically advertising technology companies sell these Audiences to advertisers which drives all the ads you see on your computers, your phones and now the ads you see on your smart TVs.

Once the map is made, advertising technology companies sell these combined targeting data sets to advertisers and this drives all the ads you see on your computers, your phones and now the ads you see on your smart TVs.

Step 3: Buy targeted ad inventory using consumer data This is more or less the way the ad industry works, how much & where the money is going

https://www.emarketer.com/Article/Google-Facebook-Tighten-Grip-on-US-Digital-Ad-Market/1016494B

https://www.statista.com/statistics/426520/us-social-networks-ad-revenues/

https://www.mediapost.com/publications
/article/319054/us-digital-ad-
spend-tops-88-billion-21-gain-o.html

Step 4: So not cool, right? Good news is we can change this together. Adjust the way the advertising industry buys consumer data. It could look like this…

Step 5: What Could We Do Together…


…with 25 Billion Dollars, a year? growing; forever…

There’s a really big elephant in the room we need to all understand before we get started. The ad industry is self regulated, so that means as long as they respect their “LEGAL” duty, they have a great deal of leeway in using our personal information; that was, until the big Facebook Fiasco of 2018. Now we finally start to understand that our politicians can’t legislate around something they don’t understand and our Federal Trade Commission has no idea how to get the horses back in the barn of an industry gone wild.

There’s one thing the about-face team does agree with when it comes to respecting consumer privacy; any use of your personal data should always be anonymous. That’s one thing everyone can agree on actually. Most companies at this point would say that if you want to know more, please visit our Terms of Service Here. Helping you to understand how Privacy in this market works is part of our service, but it’s a big conversation so we are going to start now with how the sale of your personal data actually works.

about-face inserts itself in this crazy business at the source. Using our platform and managed services (legal and software), we opt-you out of every database in the market that has rights to your data using the methods that these companies put in place to do so; methods that no normal person understands clearly and don’t have the time of day to do on their own anyway.


If you choose to pay the monthly privacy protection fee to just have your data turned off, then we do so and make sure that every month these companies are reminded of your choice through updated legal notice; further, if you give us rights, we take action on your devices too to enforce our legal notices without involving the courts unnecessarily.


If you choose to play the data game, we still turn off the rights to your data everywhere, but then enter into a relationship with those companies to broker your data and make sure you get a cut of the profits being generated from the use of your data.

It’s that simple; that is, if you are prepared to spend the rest of your life managing the process. At about-face, that’s what every person in our company has made a commitment to do so you don’t need to!.

Thanks for reading,