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.
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.