Page 11 - index
P. 11
RESEARCH, ANALYSIS & TRENDS
This is the way that tracking, target- of the cookie so far, although no We are still looking for alternatives.
ing and retargeting in most cases one seems to be completely satis- Some of them caused a stir both in
still works today and is definitely a fied with the cookie – be it the ad- the popular media and the digital
blessing for the advertising industry, vertising industry or the consumer economy, such as the canvas fin-
but could it be a curse for the con- watchdogs. gerprinting that used the Canvas
sumers? API (part of HTLM5) of the browser
The problem for the advertising to "draw" a hidden line of text or 3D
Fact is that the new technology has industry is the increase of Internet- graphic that is then converted to a
been embraced and used by the connected devices - such as digital token. Each computer pro-
advertising industry to identify a smartphones, tablets, smart TVs - duces a somewhat different, unique
browser and make use of it for since cookies can only do display image – a kind of fingerprint- that
tracking purposes, whereby it is not tracking, hence, don’t work on mo- can be stored and shared with ad-
about identifying the user, rather bile devices as they have in general vertising partners to identify users
than to be able to deliver personal- two browsers (the web and the app when they visit affiliated websites.
ized advertising. However, the us- browser), which means that a lot of A profile can be created from the
ers did not really like it and even information gets lost. user's browsing activity allowing
Montulli was skeptical, since he advertisers to target advertising to
developed cookies exactly for the Anyway, cross-screen tracking the user's inferred demographics
opposite reason: Cookies should does not work with the 20-year-old and preferences.
not allow cross-site tracking. technology, just as the tracking of
users on more than one channel, Facebook’s people-based meas-
Finally, the creator had the last the measurement of campaign ef- urement is again an advanced ver-
word and should make the decision fects and user-specific (not just de- sion to track the complete customer
whether “Third Party Cookies” vice-specific) tracking. journey and we will stay tuned to
should be invalidated or not. Well, stay informed what’s coming next.◊
Montulli decided against it, since Some consumer watchdogs criti-
cookies are still more transparent cize “Third Party Cookies” and want By Daniela La Marca
and easier to understand than other to prohibit cross-site tracking in
tracking methods that would for general. Furthermore, there are
sure be developed instead. Until again and again opportunities circu-
today, he believes that it was the lating to compass cookie opt-out in
right decision and it seems indeed the browser with certain cookies -
as if Montulli could prevent with his as Google did it a few years ago
decision the development of other with the default settings of the Ap-
methods. Fact is that no one has ple Safari browser that blocked the
been able to shake the supremacy cookie setting.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
This is the way that tracking, target- of the cookie so far, although no We are still looking for alternatives.
ing and retargeting in most cases one seems to be completely satis- Some of them caused a stir both in
still works today and is definitely a fied with the cookie – be it the ad- the popular media and the digital
blessing for the advertising industry, vertising industry or the consumer economy, such as the canvas fin-
but could it be a curse for the con- watchdogs. gerprinting that used the Canvas
sumers? API (part of HTLM5) of the browser
The problem for the advertising to "draw" a hidden line of text or 3D
Fact is that the new technology has industry is the increase of Internet- graphic that is then converted to a
been embraced and used by the connected devices - such as digital token. Each computer pro-
advertising industry to identify a smartphones, tablets, smart TVs - duces a somewhat different, unique
browser and make use of it for since cookies can only do display image – a kind of fingerprint- that
tracking purposes, whereby it is not tracking, hence, don’t work on mo- can be stored and shared with ad-
about identifying the user, rather bile devices as they have in general vertising partners to identify users
than to be able to deliver personal- two browsers (the web and the app when they visit affiliated websites.
ized advertising. However, the us- browser), which means that a lot of A profile can be created from the
ers did not really like it and even information gets lost. user's browsing activity allowing
Montulli was skeptical, since he advertisers to target advertising to
developed cookies exactly for the Anyway, cross-screen tracking the user's inferred demographics
opposite reason: Cookies should does not work with the 20-year-old and preferences.
not allow cross-site tracking. technology, just as the tracking of
users on more than one channel, Facebook’s people-based meas-
Finally, the creator had the last the measurement of campaign ef- urement is again an advanced ver-
word and should make the decision fects and user-specific (not just de- sion to track the complete customer
whether “Third Party Cookies” vice-specific) tracking. journey and we will stay tuned to
should be invalidated or not. Well, stay informed what’s coming next.◊
Montulli decided against it, since Some consumer watchdogs criti-
cookies are still more transparent cize “Third Party Cookies” and want By Daniela La Marca
and easier to understand than other to prohibit cross-site tracking in
tracking methods that would for general. Furthermore, there are
sure be developed instead. Until again and again opportunities circu-
today, he believes that it was the lating to compass cookie opt-out in
right decision and it seems indeed the browser with certain cookies -
as if Montulli could prevent with his as Google did it a few years ago
decision the development of other with the default settings of the Ap-
methods. Fact is that no one has ple Safari browser that blocked the
been able to shake the supremacy cookie setting.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
