Between a dusting-off of classical ad measurement techniques and some serious geeking out over first-party data, advertisers will find that, far from being the airless, suffocating hellscape they have been taught to fear, this new “cookieless” world will prove a hospitable and possibly verdant environment for measurement and attribution.
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Following the path Apple trail-blazed with its mobile Intelligent Tracking Protection (ITP), more browsers are blocking (or threatening to block) third-party cookies as well as limiting the usefulness of other tracking tools. While this is creating chaos in programmatic markets that lean heavily on cookies and third-party data, publishers with…
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Call it a browser cookie, a web cookie, an HTTP cookie—it’s all the same thing, just a small text file, not even executable code. A cookie takes the form of a name-value pair (e.g. name=value). Originally designed to recall information like logins, form data and shopping cart contents, they’ve been…
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Device identification. You’ve read about it, heard about it or thought about trying it, but maybe you’re still not quite sure of what the benefits are or why you’d consider an alternative to cookies in your online advertising strategy. Cookies, of course, have been the cornerstone of online measurement and…
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When considering which data to buy and layer onto campaigns, marketers are becoming lost in a sea of segments. Several data buyers have told me they have access to 50,000 segments. That’s 50 with 3 zeroes. Which cookies should you buy? How can you differentiate one company’s 500 segments from…
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