Cookies are a fundamental mechanism used in advertising industry for ad personalisation and behavioural targeting, re-targeting, frequency capping and much more (see my earlier post about how cookies are used in today’s internet).
Nowadays, majority of ad technology providers that are disrupting* advertising industry are still relying on cookies to a great extent.
With recent bad publicity around cookies, new european legislation (so called Cookie law) and new default settings in various web browsers (e.g. enabled DNT headers in Internet Explorer, blocking 3rd party cookies in Firefox and Safari), it is becoming critical to start looking for alternatives and implementing them.
Recently, online advertising seems inevitably moving towards ‘viewable’ impression model. A model, in which advertiser theoretically shall pay only for advertisements that were actually displayed to a user.
In this post I am going to explore a few technical aspects of tracking viewable impressions and explain why this model may not solve problems which lie at the origin of it.
Ad invocation codes (called also placement tags or ad codes) are a bit different from web trackers covered in an earlier post. Their main task is to load a creative (an ad) into the placement on a website or in an app. Additionally they usually are responsible for cookie management, impression tracking, ad rotation, visibility tracking and other tasks.
Working with clients do not always come easy. Especially in software development business. You can find on internet (and hear among colleagues) a lot of stories about horror clients or projects that failed because of disagreements.
I would like to share my experiences and thoughts about relationships with clients as well as point out a couple good practices and things important to look after.
Last week a shortlist of startups participating in The Europas (Europe’s most prestigious tech startup awards) was published. It includes 200 companies divided into 25 categories. I looked through the whole list, diving deeper into those, which do business in areas of advertising technology, analytics and big data.
What are analytics and ad tech nominees in The Europas? Are they going to be game changers? Which of them are worth looking into?
Web trackers (called also web bugs, beacons, pixels or tracking tags) are used in tracking visitor behaviour/activity on websites. In this post I explore workflow of a web analytics tracker as well as point out potential pitfalls and issues to pay attention to when designing your own tracker.
Cookies were invented in 1994 by Lou Montulli and John Giannandrea, at that time an employees of Netscape Communications. Since then cookies become an inseparable element of every ad technology.
Why cookies are so important? Where do they fit in today’s advertising ecosystem? Are they replaceable? What is the future of cookies?