How To Target Users Without Collecting Data: Our Architecture Explained

Most people assume that user targeting comes with privacy compromises. That makes sense, given how most user targeting has worked in the past. Traditionally, user targeting has relied on collecting huge amounts of user data, server-side targeting, ads that expose demographic data, and data brokers. Targeting traditionally means less privacy.

Our design inverts the classic strategy. We collect zero user data. Their data stays on their device. Without data collection, we can offer more precise targeting criteria, without the additional scaling complexity, privacy concerns, or legal concerns that come with server-side data collection.

We've built a powerful conditional targeting engine. It supports over 100 built-in properties, custom properties, functions, arithmetic, set operations, user engagement history database queries, and more.

You can express your logic using simple, familiar conditional strings. Here are two examples to give you an idea what these look like:

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