Why Wunderloop Exists

Wunderloop is a small independent publication about how advertising is targeted, delivered and measured. It is written for marketers, analysts, publishers and curious readers who want to understand what happens between a page load and a reported conversion.

The three subjects we follow

Coverage rests on three connected topics. Targeting choices shape what ad tech has to deliver, and the numbers that come back from analytics decide what gets targeted next. Looking at any one of them alone tends to hide the problem.

• Behavioral Targeting looks at how audiences are built from signals, what segments really mean, and where privacy expectations and regulation limit the practice.
• Ad Tech explains the plumbing: exchanges, bidding, tags, identifiers, consent signals and the reasons ads sometimes load slowly or not at all.
• Marketing Analytics covers attribution, tracking setups, dashboards, experiments and the habit of trusting a metric before understanding how it was produced.

Our approach

Articles aim to be practical. A reader should finish with something to check in their own setup, a question to ask a vendor or a clearer way to read a report. Claims are compared with platform documentation, published standards, regulator guidance and academic or industry research where it exists. When a point depends on a vendor’s own figures or on a setup we cannot see, the article says so plainly.

This field changes quickly. Browsers alter their tracking rules, platforms rename features and laws are reinterpreted, so older pages are revisited and revised when they stop being accurate.

Who reads Wunderloop

Some readers run campaigns, some build reports and some simply want to know why an ad followed them across the web. Nothing here assumes a large budget or a technical background, although some pieces go deep for those who want it.

Spotted an error?

If a statement is outdated, a figure looks wrong or an explanation did not match what you saw in practice, write to [email protected]. A fix is applied directly to the article, so the version you read next time is the right one.