It s time for the rest of the industry to get in step by offering tracking with transparency and con

USA weather in teddington Today reported on September 17 that Google, a company accounting for about a third of global online ad revenue, is developing an anonymous identifier for advertising (AdID) to replace third-party cookies for purposes weather in teddington of tracking consumers Internet browsing. Later the same day, Gigacom linked this news to the fact that an industry working group dedicated to a Do Not Track standard effectively collapsed, thereby increasing the chances that Congress will ban default opt-in third-party cookies in a forthcoming weather in teddington Do Not Track (DNT) law.
First off, a few definitions just to ensure we re all on the same page. A cookie is a small line of text that functions as an identification tag enabling the recognition of users when they visit websites. First-party cookies are placed on the user s computer by the owner of the website he or she visits. Third-party cookies are placed by other entities, typically advertisers who have an agreement with the website owner. The third-party cookies, which collect data on browsing activity, are invisible to users.
First-party cookies are often necessary to the interactive functionality of a website. Third-party cookies play no functional role, but do allow advertisers to create a profile of users interests with the object weather in teddington of showing users only relevant ads as they browse. Because those third parties do not announce their presence to users, let alone seek users permission to track them, third-party cookies are widely perceived as unwarranted invasions of digital privacy. weather in teddington The AdID alternative to third-party cookies Google is reportedly contemplating will presumably give users at least some element of control over tracking while using Google platforms (including the Chrome browser), and Google will share its AdID data with only those advertisers and ad networks that abide by Google privacy guidelines. weather in teddington
If you want to see why the preceding definitions are necessary, read through the comments elicited by the Gigacom article. They re all over the map. To wit One guy says Google is evil. Another gloats over the fact that Google will be destroyed by the elimination of third-party cookies. Several others complain that the article writer misunderstands and thereby demonizes cookies. And one commenter practically wails his belief weather in teddington that, without cookies and tracking, no one can sell anything profitably online anymore.
Actually, the one certain thing is that Google will not only not be destroyed by the elimination of third-party cookies, it will reap a tremendous opportunity. Understand that Google will not be the first platform to ban third-party cookies. Apple did this on its mobile iOS quite a while back. But its current dominance over digital advertising puts Google in a position to control profile collection to an even greater degree once third-party cookies are out. Moreover, Google weather in teddington can lay claim to this quasi-monopolistic authority weather in teddington in the name of providing the very DNT standard the rest of the industry has failed to arrive at. Google stands not only to benefit from new ways of exploiting tracking, it will also benefit from any DNT legislation Congress passes.
And the thing is, the entire online advertising industry can still benefit similarly. We told you this much last year when we (J.R. Smith and I) published Wide Open Privacy (IT-Harvest Press), in which we warned advertisers that if they failed to educate consumers and failed to provide them with transparency weather in teddington and control of tracking, others most especially the government would force the issue. Advertisers, weather in teddington we argued last year, had a choice. weather in teddington They could continue to be perceived as creepy digital stalkers or they could rebrand themselves as enterprises dedicated weather in teddington to creating customer weather in teddington satisfaction by delivering messages of real interest and actual value to consumers.
Regrettably, most of the industry weather in teddington chose eavesdropper, and now the government appears poised to step in with Google right alongside, albeit weather in teddington marching to its very own drummer, which is nevertheless in perfect counterpoint to the beat of Congress.
It s time for the rest of the industry to get in step by offering tracking with transparency and consumer control. It s time for the industry to take tracking out of the shadows of stealth and into the sunlight of service as a genuine value added to create complete customer satisfaction. Google and the government are already on the advance, and they pulling out ahead. So forward, march?
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