Sunny the Surfer
Can you tell me in one sentence what Predicube does?
We use privacy-friendly technology to intelligently target more relevant ads to you.
Whenever I go to Zalando, I keep getting ads from that site, is that what you do?
That is what is called retargeting, and can sometimes be very effective. However, this is not intelligent targeting: sometimes you even keep getting ads after you bought the product! We work differently, what we do is try to find products that you might find interesting and show only these.
Very similar to what Netflix does in recommending other movies or tv series for you to watch. In that way we hope to make the ads that you see more interesting for you.
Why do I need to see ads anyway?
Well, ads are what keeps most of the internet free. Think for example of your favorite news site: either it is hidden behind a pay wall, and then you pay for it, or it will be freely accesible but has ads on there. With these
advertizing revenues the journalists, editors, etc. are paid to deliver you the high-quality content on the site. If there wouldn’t be any ads, there wouldn’t be any
content: someone has to pay for all the work that goes into creating a good website. What we try to do is make those ads more interesting for you, so it is not just
annoying background noise.
I agree, but how do you get access to my data, and how do you handle this?
That is a very important question, related to privacy, on which we focus in all steps in our business.
We only store and analyze data from users that have their cookies enabled. If you have not allowed that, we will not track you or analyze your data. In that case the ads that are shown to you will likely be less relevant. Your cookie ID is a random number assigned to you, you can find the stored cookies on your PC like this
To disable cookies, follow this
The data we store is your browsing data: all website visits you made on the sites of the publishers we work with (and allowed us to work on their data) will be logged in our system. Since cookieIDs are random
numbers, the data we store is in the line of: cookie X123 went to canvas.be on June 3rd. Our technology then looks for patterns in such data, trying to see how the users that were interested in a product differ from those that weren’t interested.
For example: users that go to a webpage discussing the music tour of Stromae in the United States will likely be interested in an offer for the last tickets for Stromae’s concert in Brussels. The websites whose data we
analyze are all premium websites, so no website visits to adult content sites and the like will ever be logged by us.
We only store your data for 60 days, after that your data is permanently deleted. If you clear or disable your
cookies, we won’t link your previous data or send you any personalized ads.
Finally, we make use of very secure, proven infrastructures: logins into our system only occur through two party authentication, connections are made through secure lines only (ssh), etc.
Isn't that similar to what Google does?
Indeed, Google also has access to all your browsing
behaviour, among others from any website where Google Analytics is stored (almost all websites use this
nowadays). We are different in three aspects: Firstly, we focus on privacy throughout our business in a
transparent manner, as we are a European player that needs to conform with European laws. Secondly, we have state-of-the-art privacy-friendly data science
technology: Predicube is a spinoff of the Applied Data Mining research group at the University of Antwerp, where top notch research is done in this area. Thirdly, we only use data from premium publishers with clear privacy statements, and we compensate these for their data. Other online advertizers often just use data from websites, whitout the explicit consent from the surfer or the website.
So because of our European and university roots, we are quite different from the large online advertizers.
Sounds good! Keep sending me those latest offers on Stromae’s concerts!