Google sneezed and everyone stopped to find out why. The latest rumored innovation is being called Google AdID. It appears Google’s master plan may be to replace third-party cookies with an alternative. Google’s solution would track browsing activity with the added benefit of stronger privacy and control for users. From the USA Today article (emphasis added):
Editor's note: Today's guest post was written by Anne Perkins Optimizing your digital strategy is an important task for any organization today. However, when you’re in a highly competitive industry and need to stay ahead of the curve, it is essential to partner with subject matter experts. QuickQuid , a leader in online consumer lending, did just that — partnering with OptiMine to establish overarching digital marketing objectives. Optimine’s business approach, thought leadership and disciplined models have helped QuickQuid execute on its goals, while still maintaining an ideal budget.
It was a great webinar featuring Forrester Research analyst Tina Moffett and OptiMine CTO and co-founder Rob Cooley. Together they delivered insights and actionable information you can use to drive real value from digitaladvertising using attribution measurement, and cross-channel measurement and optimization. If you missed it live, you can access the recording here.
When pay per click (PPC) overtook display as the ruler of digital advertising, using impressions as the most important value metric took a backseat to clicks and conversions.
Marketers have always known that display (i.e. brand) advertising influences paid search and, ultimately, revenue. The missing link has always been the proof. As if on cue, here comes Harvard Business School with a new study, "Do Display Ads Influence Search?", that begins to make the link. But the report doesn't stop at making the connection, it also goes on to discuss the magnitude of the effect and what it means for future budget allocation. And that, my friends, is the core of the issue.
INNOVATION WILL PAVE THE WAY FOR A COOKIE-FREE WORLD
It’s Girl Scout Cookie season and we’ve had our share of Thin Mints and Dulche de Leches. But another type of cookie – the third-party cookie – is in the news of late, and the battle brewing around it is bringing renewed attention to the issue of Internet privacy and how much tracking is too much
By now you've heard Mozilla's announcement to set the cookie default to "block" in the release of Firefox 22. With the current version sitting at number 19 it may be a while, but the end is nigh for 3rd party cookies. Looking for response from the industry ADOTAS reached out to OptiMine today and asked CTO Rob Cooley what he thought the impact would be. You can read his entire answer here, or go with the pasted text below, but the gist is that attention-based advertising has always struggled because it is difficult to place a real value on it using cookies alone. Add the explosion of multi-device usage and the change to Firefox will only only make the problem worse. So, what's an advertiser to do? Look to impressions:
“Mozilla’s announcement reinforces the risk in relying on cookies alone to value the impact of attention-based advertising, such as display and Facebook. In addition to challenges posed by browsers (among others), cookies fall apart when it comes to tracking across multiple devices.