Once you have a dimmer switch for your dining room, odds are you’ll never want to go back to a simple on-off light switch. Why would you want to choose between a brightness suitable for doing a 5,000-piece jigsaw puzzle, or utter darkness? No, you want to adjust the brightness (or dimness) to just the right level. So why should I have to choose between all-on or all-off on the behavioral/demographic profile that companies build to target ads at me? Continue reading We need a dimmer knob for behavioral tracking
Has your organization asked itself the right questions about how you track users, or how you benefit from other parties’ tracking of users? Although most top-tier organizations in our industry have already eliminated any traces of Black Hat SEO (the use of unethical methods for enhancing search engine ranking), the same organizations have not probed themselves as deeply with respect to their tracking practices. Continue reading Is your organization ethically tracking users?
I received a bit of shoot-the-messenger feedback from my recent three-part series on third-party tracking cookies, wherein I noted that several trends point toward a decrease in cookies over the next few years.
Is there life without third-party cookies? (Part 3 of 3)
With the third-party cookie starting to lose ground in the ad-targeting world, it’s time for a multi-layer approach to audience segmentation that delivers a richer, more satisfying result in the end. I’m talking about getting more meaning out of the content a user is reading right now, rather than “spying” on their entire browsing history with a tracking cookie. Continue reading As cookies get eaten away, what’s next?
Is there life without third-party cookies? (Part 2 of 3)
You hate third-party cookies, I know you do — even if you don’t know what they are. Remember the time you spent 10 seconds checking out a link for a hotel near your brother-in-law in Albuquerque and then for the next ten weeks you were shown ads all around the Web for “Hotels in Albuquerque”? Continue reading 5 reasons third-party cookies are on their way out
Is there life without third-party cookies? (Part 1 of 3)
Conventional wisdom says the cookie is much more valuable than content analysis for telling us who the reader of a web page is. If you dig into the data, you can see that this is just plain wrong. Continue reading Content vs. cookie: Which one tells us more about you?