Tagged 'Tracking'

NSA vs. IAB – Where To Look for Privacy Threats

Posted by Bill Guild on March 26th, 2014 at 1:37 pm

Recently there have been stories in the national news about digital privacy violations: messages being intercepted by social media platforms, phone data being collected by the government, and internet users having their online behaviors tracked without consent. Due to breaches in internet privacy, U.S. legislators are calling for restrictions on data use by advertisers. It seems that the issue of privacy is not about to blow over anytime soon. As such, it may be useful to examine how we think about privacy – not what our individual positions are on privacy, but rather the process of evaluating the uses and users that cause us to define our individual positions.
When evaluating privacy, there are two questions to consider:

Is the information that another party can request or acquire about me potentially harmful, if used in an unacceptable manner?
Can the party that requests the information use it in an unacceptable manner or transfer it to another party that might use it in an unacceptable manner?

For example: does the National Security Agency (NSA) have or collect any information that could be used to harm someone? The answer is: they have names, addresses, and current GPS coordinates. If they wanted, they have the capability to... Read more

Retail's Missed Opportunity This Past Holiday Season

Posted by Catherine Tabor on February 5th, 2014 at 11:09 am

The holiday season is the most important time of the year for retailers, and while many companies pulled out all the stops to ensure they cashed in, there was one key element missing: tracking online and mobile marketing offers and tying them back to in-store purchases.
In a year where initial reports showed a decrease in spending on important days like Black Friday, this missed opportunity to gather intelligence was especially glaring.
So why is this data so important? To start, the digital and physical worlds are increasingly converging, and there are so many marketing channels being used to generate awareness around holiday deals (digital, email, mobile, etc.) that it has become critical that retailers and brands can provide attribution and accurately assess which channels are responsible for driving in-store business.
Additionally, advertisers need to be sure they can connect their digital offers to the basket size of a consumer. A brand like Best Buy may get someone in the door with a deal for a 50 inch TV, but they’re offering that deal with the expectation that the consumer may also buy a Blu-Ray player, some DVDs and a few other items as well. When assessing the effectiveness of the campaign, just... Read more

How Private is Your Back Yard?

Posted by Bill Guild on August 7th, 2013 at 1:54 pm

When I go in my home and shut the door behind me, I have privacy – a lot of privacy. Anyone stomping on my bushes and peeking through my curtains can be prosecuted. I expect other people to understand these boundaries, and I expect the government to protect my right to privacy. If I did bother to read my lease, I would even find a clause that stipulates when and under what conditions the owner of my building can get into his own property.  Our home is our private space because we own it, or lease it, or rent it.
When I step into my yard, I have very different expectations of privacy—and so does the government. In my yard I know I have to tolerate a neighbor who walks right up to my hedge and watches me play with my dog.
Let’s keep walking. When I step out onto the sidewalk, my expectations shift again. And when I step into a store I have to adjust my expectations once more.
My local hangout is called Hellen’s. I expect that Hellen will recognize me. Hellen does facial recognition using an optical system coupled to a cognitive processor (in other words, we’ve known each... Read more

Why Research Matters

Posted by Lee Schneider on August 16th, 2012 at 2:17 pm

If you don't know where you're going, you might not get there.
-Yogi Berra
If you don't know who Yogi Berra was, he was a sage and holy man who moonlighted as a baseball catcher for the New York Yankees. Yogi said a lot of great things, and the quote above is often attributed to him, although he also said, 'I didn't really say everything I said.'
Many of us construct an online presence complete with a website, a Twitter account, some Facebook action, something on LinkedIn, maybe some Instragram and Pinterest posts and then just sit back and wait for the money to roll in. How's that working for you? Not so great?
This is why research matters. Research lets you see far, like you have a really good pair of binoculars. All those channels are powerful rivers of information, but you'll need to know where your audience is, and which among those channels they really like to use. Why?
If you had infinite time and an infinite amount of money you could turn on a fire hose of media and spray your message everywhere. But most of us are not Diddy, and we don't have that kind of time and money. We need... Read more

Better Mobile Measurement = Perfecting Tracking and Privacy

Posted by Jennifer Okula on April 28th, 2011 at 11:48 am

Mobile measurement may mean different things to different people: mobile site or application analytics, post-view behaviors, conversions, or branding ad effectiveness just to name a few things.  There is no question that marketers want to measure their investments in mobile. eMarketer estimates spending on US mobile ads reached just $743.1 million in 2010. This year, mobile advertising spending in the US is expected to grow to $1.1 billion! Marketers would be foolish to continue spending without accurate measurement solutions.
Enter the complex world of tracking mobile advertising. Tracking online advertising including unique exposure to ads can be accomplished using cookies. However, there are countless mobile devices and browsers (along with different carriers), which may not support cookies, enable cookies, or persistently keep cookies. This poses a major challenge to the industry on accurate measurement, in particular on anonymously identifying unique devices.  Therefore, following a device through to a post-view behavior or identifying ad exposures that occurred among a survey sample is hard for marketers and their partners to do.
There are a number of mobile companies that claim to have their own unique id or "mobile cookie" technology.  Some of these companies use standard mobile browser cookies, HTML5 technology, data from http headers, mobile operator data, or a... Read more