Page 20 - index
P. 20
RESEARCH, ANALYSIS & TRENDS
Will cookie-based targeting reach
its limits in times of IoT?
Targeting is always a hot topic for advertising and mar- Digital TV is one of the future options to use targeting
keting executives who know well that it is imperative to more extensively and the big question is now if the
be as personal and individual as possible to succeed. number will increase with the Internet of Things. Will
Cookies have been so far a useful, little helper, but the data-driven world spin faster when the refrigerator
times changed and so you won’t get very far nowadays. or the toothbrush are connected to the Internet? The
The limits of pure cookie-based targeting become clear imagination knows no bounds when the refrigerator is
when talking about mobile tracking, where they occa- proposing a type of cheese, as soon as it is running
sionally can’t be used at all, so that just little information short of it.
about the corresponding user can be obtained.
Besides, the further deepening privacy issue could be a
However, smartphones are just one of many device hurdle, too. The question is as usual, who owns the
options, as especially digital TV gains traction, showing data the fridge determines? Who gets the data? The
advertising tailored to each and every viewer individual- manufacturer? What affinity will the producer have re-
ly. For a long time, the television industry’s desire has garding the contents of the refrigerator of a consumer?
been to address individual TV viewers - whether with Here, not only the legal situation is still unclear, but in
traditional TV commercials or controlled via ad server - fact how this data can get included into the advertising
on the basis of personal characteristics, user interests cycle, and how it can be used for targeting.
or behaviors, and we are obviously just at the beginning
of this development. In addition to targeting, there is as well the question of
the visibility of banners. Benchmark is that a banner
The major TV providers experiment currently with ad- should be visible for at least one second and not less
dressable TV advertising based on the HbbTV stand- than 50% of the area. But the problem is that there are
ard. Due to backhaul transmission, it is already possible no authoritative measurement rules here. If four provid-
to control the IP address by region. But not more than ers display their test pixels, they come to four different
this, since information at the profile level is missing. results, which can be due to the fact that each provider
Other than in the case of Pay-TV, where a receiver box measures at another time. Therefore, no one can say
must be used and personal information such as age, cogently, who is right.
sex etc. previously revealed that can be used as target- In this respect, the market partners should ideally have
ing criteria. The box also serves as a reverse channel, agreed prior to the campaign launch on who, where,
enabling individually addressable advertising, but all when, what parameters are measured and how these
who can be reached that way via targeting are of are reported and evaluated. That way, realistic expec-
course restricted to those with a subscription. tations can already be coordinated in advance. It could
be as simple as that!◊
20 Asian eMarketing - April 2016: IoT, VR & AR in Marketing By Daniela La Marca
20
Will cookie-based targeting reach
its limits in times of IoT?
Targeting is always a hot topic for advertising and mar- Digital TV is one of the future options to use targeting
keting executives who know well that it is imperative to more extensively and the big question is now if the
be as personal and individual as possible to succeed. number will increase with the Internet of Things. Will
Cookies have been so far a useful, little helper, but the data-driven world spin faster when the refrigerator
times changed and so you won’t get very far nowadays. or the toothbrush are connected to the Internet? The
The limits of pure cookie-based targeting become clear imagination knows no bounds when the refrigerator is
when talking about mobile tracking, where they occa- proposing a type of cheese, as soon as it is running
sionally can’t be used at all, so that just little information short of it.
about the corresponding user can be obtained.
Besides, the further deepening privacy issue could be a
However, smartphones are just one of many device hurdle, too. The question is as usual, who owns the
options, as especially digital TV gains traction, showing data the fridge determines? Who gets the data? The
advertising tailored to each and every viewer individual- manufacturer? What affinity will the producer have re-
ly. For a long time, the television industry’s desire has garding the contents of the refrigerator of a consumer?
been to address individual TV viewers - whether with Here, not only the legal situation is still unclear, but in
traditional TV commercials or controlled via ad server - fact how this data can get included into the advertising
on the basis of personal characteristics, user interests cycle, and how it can be used for targeting.
or behaviors, and we are obviously just at the beginning
of this development. In addition to targeting, there is as well the question of
the visibility of banners. Benchmark is that a banner
The major TV providers experiment currently with ad- should be visible for at least one second and not less
dressable TV advertising based on the HbbTV stand- than 50% of the area. But the problem is that there are
ard. Due to backhaul transmission, it is already possible no authoritative measurement rules here. If four provid-
to control the IP address by region. But not more than ers display their test pixels, they come to four different
this, since information at the profile level is missing. results, which can be due to the fact that each provider
Other than in the case of Pay-TV, where a receiver box measures at another time. Therefore, no one can say
must be used and personal information such as age, cogently, who is right.
sex etc. previously revealed that can be used as target- In this respect, the market partners should ideally have
ing criteria. The box also serves as a reverse channel, agreed prior to the campaign launch on who, where,
enabling individually addressable advertising, but all when, what parameters are measured and how these
who can be reached that way via targeting are of are reported and evaluated. That way, realistic expec-
course restricted to those with a subscription. tations can already be coordinated in advance. It could
be as simple as that!◊
20 Asian eMarketing - April 2016: IoT, VR & AR in Marketing By Daniela La Marca
20
