Introducing UserDB - The Cookieless Targeting Database

UserDB Cookieless Targeting Database for Advertising

Today marks the official release of Adzerk’s UserDB— the server-side store that enables sites and apps to target ads to specific sets of users. UserDB is cookieless and accessible across multiple devices.

Some features of UserDB have been available for several months, but now UserDB is fully released for all current and future Adzerk partners. For example, Strava is using UserDB to serve custom messages and notifications in their mobile app

Top Applications of UserDB

Cross-Device Frequency Capping - Display a creative for a fixed number of impressions to a user over a given time period. This keeps conversion and click rates high and keeps ads from becoming overexposed. Ads can be capped over mobile, tablet, or desktop devices.

Behavioral Targeting - Serve relevant ads to users based on similar ads they have clicked or converted on. Keep engagement high and help brands reach their most valuable prospects.

Ad Blocking - Improve campaign performance by blocking ads users have already clicked or converted on.

Custom User Properties - Store and target on custom data from your own site or app. Want to target users who signed up for a mailing list, performed a custom action (like Liking a post) or spend above average time on the app? Reach them by passing custom data into UserDB.

Ad Retargeting - Enable brands to reach relevant users on other sites and apps through a retargeting pixel.

Privacy Is Essential

Users are capable of opting out of all UserDB features by wiping their UserDB record clean and preventing Adzerk from storing data about their activity. We believe that internet users are entitled to control their own data, and marketers should reach prospects who consent to being targeted. Adzerk makes sure that both are possible.

Adzerk clients are able to generate a opt-out pixel that can be placed on an opt-out page in their properties. If you have questions are opting out, please contact the Adzerk client using UserDB. Note that UserDB is an optional feature, so not all Adzerk clients have it enabled.

How It Works

Each Adzerk partner can optionally enable UserDB for their advertising traffic. Each user that receives ads from an Adzerk partner is then allocated their own UserDB record.

Adzerk will generate a UserID for each detected new user, and then sites and apps will use the ID to make ad requests to generate that user's impressions. They pass the UserID to Adzerk via a Native Ads API request or through our JavaScript ad tags. Also, some Adzerk partners may tie UserDB records to a user’s UserID in their internal database for tracking and consistency.

The UserDB API is a full API that gives sites and apps access to view and modify user records in Adzerk’s databases. POSTing a RESTful request with a JSON object creates or modifies the record.

In addition, UserDB uses endpoints that create opt-out, behavioral targeting, or retargeting pixels. Our knowledge base goes into detail.

Get Started with UserDB

UserDB is available as a separate add-on to standard Adzerk service. If you have any questions, visit our pricing page or contact one of our sales engineers.

Adzerk Gets a VP of Product!

Larry Karnowski VP Product at Adzerk

We're excited to announce that Larry Karnowski recently joined the Adzerk team as our Vice President of Product.

He brings twenty years of experience in software development, product consulting, and user experience to the Adzerk mix, most recently as a User Experience Architect at Interactive Intelligence. His other experience includes work at Cognitect, Raritan, and as the cofounder of ReviewShine.com.

This is the first role at Adzerk focused exclusively on product management, and Larry sees himself as continuing the awesome engineering culture Adzerk has created over the past four years.

Combining the agility of a small company with the scale and processes of a larger organization is the mission Larry has set out for himself, and from what we've seen so far, he's already crushing it.

If you'd like to introduce yourself, send him an email at larry {at} adzerk [dot] com.

Growing Pains - Adzerk Rearranges the Office

We moved to our current space at City Place in downtown Durham back in December 2012, and our office layout has barely changed since. For over two years, our desks remained lined in rows in the main room. The room next to it contained only a couch, our scotch collection, and a foosball table. (Not to mention the mysterious hexagonal room behind the conference room that sometimes hosted tenants but was usually dead space.)

But when we leased the office, we opted for the extra floor space with serious growth in mind. Now that Adzerk's headcount is about to reach 15 (!) we've finally ougrown our tidy rows.

New Adzerk office layout

So today we colonized the virgin territories of the office, moving desks and shifting furniture to create clusters of functional groups.

The developers decided to join their tables together for maximum collobaration (and for maximum space-age effect from their Christmas lights). Our new VP of Product will sit behind them for easy access.

New Adzerk office layout

CEO James and operations manager Joanna sit nearby. They are the closest to the main door in order to greet visitors and shower them with Adzerk stickers.

The support team is taking shape in the corner of the main room. Our new account manager will sit next to support veteran Jacob as he gets to know our customers and learns the Adzerk platform.

Sales and marketing has taken over the former foosball room, so we can drink all the scotch make calls and be salesy without intruding on anyone else. I'm psyched to be right under the skylight.

New Adzerk office layout

The hexagonal room is on its way to becoming a co-working space for our advisors and friends of Adzerk, as well as doubling as another conference room.

One of the best parts of the new office layout are the open working areas— our orange Nugget sofa hangs out by the main door, and our other sofa now lives close to the conference room to serve as an impromptu meeting or working space. If the work (or fun) gets too loud in a collaborative area, any Adzerker can retreat to where it's quieter.

We'll be hiring throughout the year, so we may outgrow this layout sooner than we think. It's a pretty good problem to have.