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
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