third party

drag2share: Google Is Losing The War Over Cookies And May Ditch Them In Favor Of A New User-Tracking Device (GOOG)


cookie monster

Google is working on an alternative ad tracking system that could replace cookies, according to USA Today. The new system is called “AdID,” and it would offer certain privacy and security enhancements over the cookie.

Cookies are little bits of code that advertisers and web sites drop into your browser as you surf the web. They track your web history, which advertisers use as a guide to your potential shopping interests.

Google has been slowly losing a war over the use of third-party cookies to track users on behalf of advertisers. You can see how gritty that was has become in this interview with executives from Mozilla, which makes Firefox.

Competing companies have lined up against cookies: Microsoft has made “do not track” the default setting in its Internet Explorer browsers. Apple’s Safari browser blocks third-party cookies altogether New versions of Firefox will block them, too. Part of the problem is that browser makers have very little financial incentive to maintain a robust cookie environment, and a much bigger financial incentive to make browsers that people love and trust.

Google’s Chrome browser stands alone in allowing all cookies as the default setting. Chrome is now the most popular browser, but it easy to switch tracking off.

AdID would allow Google to abandon the cookie system altogether in favor of som! ething t hat advertisers prefer, and thus skirt the cookie war.

If Google could prove that AdID was more useful for advertisers and more private for users than cookies, it could start a gold rush (in Google’s favor) to use AdID.

It would also put Google’s AdID in competition with Apple’s cookie-substitute, the “identifier for advertisers” (IDFA or IFA). That cookie alternative is the default tracker on Apple’s mobile devices running the new iOS 7 operating system.

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Wednesday, September 18th, 2013 news No Comments

drag2share: Google’s AdID, an anonymous identifier for advertising, could replace the aging cookie


Google's AdID, an anonymous identifier for advertising, could replace the aging cookie

You know the drill: accept the cookie, delete the cookie, empty the cookie bin, and so on. Mostly, it’s an exercise used when attempting to get your mum’s PC to run a wee bit faster, but if you think about it, the cookie is one of the most archaic pieces of the world wide web that’s still in use today. Naturally, Google is swooping in in a bid to change the status quo, according to a new report from USA Today.

Essentially, the search giant is building an “anonymous identifier for advertising, or AdID, that would replace third-party cookies as the way advertisers track people’s internet browsing activity for marketing purposes.” Perhaps astoundingly, it sounds as if the project could benefit both consumers (by shielding true identities) and advertisers at the same time. Of course, pundits are concerned about the global leader in online advertising controlling the technology that tracks movements on the web, but to us, it sounds as if end users will get far more power over who sees what when compared to today’s cookies.

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Wednesday, September 18th, 2013 news No Comments

TV-Length Ads Becoming More Common in US Online Video


FreeWheel-US-Online-Video-Ad-Views-by-Creative-Length-in-Q2-Sept2013Half of rights-managed US video ad views during Q2 were for 30-second spots, the historical standard ad length for broadcast TV, according to the latest quarterly report [download page] from FreeWheel. The proportion of ad views represented by 30-second spots has slowly increased from 43% in Q2 2012, as 15-second spots gradually recede. The researchers indicate that this signals a shift towards a linear TV-type viewing experience online. Notably, completion rates tended to remain consistent across 15- and 30-second spots during the quarter.

For digital pure-play networks, completion rates averaged 73% for 30-second pre-rolls (71% for 15-second spots), 94% for 30-second mid-rolls (versus 95%) and 61% for 30-second post-rolls (compared to 43% for 15-second spots). The figures were similar for linear + digital networks: 76% for 30-second pre-rolls (77% for 15-second pre-rolls); 91% for 30-second mid-rolls (versus 97%); and 63% for 30-second post-rolls (versus 61%).

FreeWheel has described the “Linear + Digital” model as generating the “majority of… revenue from linear TV services and also offering content on IP-based environment,” as well as being “focused on diverse mix of short, mid, and long-form content, with an emphasis on driving high ad loads.” The “Digital Pure-Play” model, by contrast, is characterized by its exclusive operation in IP-based environments, “either by aggregating third-party premium content and/or developing original premium content.” In this case, the “business models [a! re] focus! ed on video view growth through syndicated distribution of largely short-form content.”

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Thursday, September 12th, 2013 news No Comments

drag2share: Facebook Figured Out A Way So Users Never Have To Leave Its Mobile App


Facebook has begun letting its Android app beta tester who’ve enabled Home to control Spotify, Google Play Music, Pandora, and Rdio from a notification at the top of cover feed.

Mobile is a major part of Facebook’s user strategy, and the company is making a big push in partnering with third-party apps and services, so users never have to leave Facebook.

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Monday, August 19th, 2013 news No Comments

What Data Are Marketers Analyzing


Survey data and third-party research watched by fewer marketers

The importance of cross-channel activity keeps rising, with nearly three-quarters of companies worldwide analyzing interactions between different online channels, according to a survey by research firm Econsultancy and data consulting company Lynchpin. More companies also paid attention to social data in 2013, at 63% of respondents, up from 56% the previous year.

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Tuesday, July 30th, 2013 news No Comments

The Man Who Turned Off Cookies In Firefox Just Doesn’t Care If It Hurts Advertisers


Jonathan Mayer / Twitter

Jonathan Mayer is the man who turned off third-party cookies in upcoming versions of Firefox. (Cookies are the little bits of code that web sites drop onto your browser as you surf so that advertisers can target you with ads.)

He just told AdExchanger that he no longer cares what advertisers think about privacy and cookies, because they’ve lost that debate.

His Twitter account has been a brutal stream of sarcasm about advertisers who want a solution that leaves cookies in place.

Mayer’s move has angered advertisers, who were in the midst of negotiations for an industry-wide standard on tracking cookies when it happened. Advertisers want the cookies left on by default, with an option for users to turn them off if they want more privacy. The Firefox move keeps them off by default, and users must choose to turn them on.

Safari and Microsoft have similar no-cookies policies. Without Firefox, virtually all the major browsers would come in default anti-tracking positions — and that’s a huge threat to advertisers whose ads pay for much of the web we see every day.

Mayer! told Ad Exchanger he doesn’t care. He says advertisers have lost the negotiations already:

The leverage used to be on the advertising industry’s side, but it has become clear by virtue of the technologies at the browsers’ disposal that the leverage is now on the consumer’s side.

The advertising side would be expected to reevaluate their hardline “We’re not going to negotiate” stance and rethink their strategy. Unfortunately, that hasn’t happened. So I’m not too optimistic on negotiated terms for Do Not Track, but I’m increasingly optimistic that by virtue of the browsers’ efforts, consumers will get the choices they want.

His Twitter has been equally dismissive:

Jonathan Mayer / Twitter

And again:

Jonathan Mayer

The DAA is the Digital Advertising Alliance, which wants cookies on by default:

Jonathan Mayer / Twitter


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Wednesday, May 8th, 2013 news No Comments

Digital Marketers Say Social Sharing is Highly Effective for Boosting Conversion Rates


Asked to rate a range of elements of the digital experience for their effectiveness in increasing conversion rates, a leading 39% of digital marketers from around the world pointed to social sharing (e.g. social sharing icons on pages) as being very effective, according to [download page] survey results from Adobe. Social sharing and third-party credibility […]

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Sunday, May 5th, 2013 news No Comments

A Massive Facebook Glitch Took Down Several Major Websites (FB)


mark zuckerberg

A brief glitch with Facebook Connect took down several major websites this evening.

It appears users who went to a site that used a Facebook button to let users log in redirected to a Facebook error page. The glitch went away if users logged out of

We experienced the glitch with several major sites including Gawker, New York Times, CNN, and even Business Insider.

The glitch only lasted a few minutes, and sites appear to be loading normally now.

Here’s the statement from Facebook:

For a short period of time, there was a bug that redirected people logging in with Facebook from third party sites to

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Thursday, February 7th, 2013 news No Comments

drag2share: Your personal data is not worth anywhere near what you think it’s worth


Here is a breakdown of this per capita number, by channel, and a guess as to how much is potentially available for third party data sellers:

$ per Addressable
Channel User Market
Search 47% $60.84 $0.00
Display / Banner 22% $28.48 $7.12
Classifieds 8% $10.36 $0.00
Digital Video 6% $7.77 $1.55
Lead Generation 5% $6.47 $3.24
Mobile 5% $6.47 $1.29
Rich Media 4% $5.18 $1.04
Sponsorship 4% $5.18 $0.00
Email 1%

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Sunday, February 3rd, 2013 news No Comments


Lovely Offers Photo-Based Apartment Search Results for Quickly Identifying an Awesome New PadCraigslist’s apartment search still sucks, but thankfully there are third-party developers out there making it better (even if Craigslist doesn’t like it). Previously mentioned Lovely is dedicated to making the apartment finding process easier, and this weekend they built a new search tool to help you find a great place with photo-based search results.

All you need to do is choose a city and a neighborhood to get started. From there you can narrow down your options by choosing the number of bedrooms you want in your apartment and a price range. As you make your selections, Lovely will provide you with a grid of photos depicting the various apartments available to you. From there you can click on anything appealing for more information and view the entire listing if you choose. While browsing on a map is great, sometimes you just want to pick the places that look the best before you worry too much about the exact location. Lovely’s new tool helps you do just that.

Lovely Labs

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Thursday, August 30th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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