How Crumbs currently works
Crumbs is a browser extension that uses browsing history and website contents to place its user in a cohort (e.g. dog owners), to be used for ad targeting.
  1. 1.
    As the user browses the Web, Crumbs ingests their browsing history and website contents. These data are stored locally, on the user's device.
  2. 2.
    Crumbs filters and pseudonymizes this information using differential privacy techniques, and sends it to their centralized database.
  3. 3.
    Their centralized modeler reads from the database to build a user model and assign them a cohort.
  4. 4.
    The modeler keeps Crumbs updated with the user's cohort.
  5. 5.
    Crumbs intercepts the website's request to the SSP, anonymizes data, and adds a cohort.
  6. 6.
    If the ad request wins the auction, the SSP serves an ad to the website.
Last modified 7mo ago
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