There's a lot of pressure on cookies these days - most obviously in how GDPR restricts their use for online audience targeting. But GDPR isn't the first or last blow to cookies; as a basic targeting technology, they have struggled to keep up with the proliferation of new devices, formats and operating systems across which users are to be found.
In the future, other countries and regions will certainly pass legislation like GDPR. The EU was just first because of a more privacy-centric culture.
But should the cookie ever have been allowed to become the technology at the center of a multibillion dollar industry? No way. It was an epic hack and a cosmic mistake. Browser technology has evolved to allow it, but it's not as though cookie technology has its roots in an advertiser's desire to find its audience.
As discussed in this recent story from AdExchanger, some advertisers are ahead of the curve and already decreasing reliance on cookies for targeting. In this case, Dish has come up with a very clever way to ingest dozens of signals from a user agent and use those to make probabilistic approximations. It's not a new concept - for example, using IP to make a guess as to whether you're targeting the same user across devices is an old trick - but it's not often that it has come up as a way around cookies.
GDPR is an acceleration toward the end of advertisers' ability to count on cookies. More intelligent ingestion of other available signals, and even better, fully opted-in first party data are the assets around which to build an audience targeting strategy.
https://adexchanger.com/online-advertising/dish-uses-non-cookie-browser-data-recognize-online-audiences/
In the future, other countries and regions will certainly pass legislation like GDPR. The EU was just first because of a more privacy-centric culture.
But should the cookie ever have been allowed to become the technology at the center of a multibillion dollar industry? No way. It was an epic hack and a cosmic mistake. Browser technology has evolved to allow it, but it's not as though cookie technology has its roots in an advertiser's desire to find its audience.
As discussed in this recent story from AdExchanger, some advertisers are ahead of the curve and already decreasing reliance on cookies for targeting. In this case, Dish has come up with a very clever way to ingest dozens of signals from a user agent and use those to make probabilistic approximations. It's not a new concept - for example, using IP to make a guess as to whether you're targeting the same user across devices is an old trick - but it's not often that it has come up as a way around cookies.
GDPR is an acceleration toward the end of advertisers' ability to count on cookies. More intelligent ingestion of other available signals, and even better, fully opted-in first party data are the assets around which to build an audience targeting strategy.
https://adexchanger.com/online-advertising/dish-uses-non-cookie-browser-data-recognize-online-audiences/
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