Mobile-first is no longer the buzz term for advertisers. They realized that mobile like smartphones and tablets are the second and third screens. Consumers use them concurrently as watch shows on TV or computer. Attribution is always the hardest thing for marketers to track. Consumer A sees an ad on TV with call to action; he searches for the interested items on his tablets, but he gives up because it is not optimized for small phone screens; after the show, he goes online on his laptop to search for using different terms. How is this user tracked across different screens?
If every action was indeed based on links in a browser, then cookie and reference-id can be used to maintain identify of the consumer on multiple screen. However, cookie is available only in browsers. TV does not track individual viewers. You can track only by TV-specific call-to-action to track. If consumers do not follow the prescriptive hints, advertisers wouldn't be able to track precisely anymore.
No wonder Google wants to do away with cookie completely. Assuming Google is ambitious as always, I would expect the new system to:
1. Deal with the cookie deletion problem
2. Uniquely identify users on Android platform
3. Tracks users when watching TV like via google chrome cast or google play
This will be a brave new world if Google succeeds!
Inspiration:
http://www.mobilemarketer.com/cms/news/strategy/16455.html
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