Marketers are looking for tracking data on publishers' sites, which come from dozens of cookies posted by site providers as well as their partners. However, few publishers have a good understanding of the many ways in which visitors are tracked or how the loading times of pages are affected by these services.
To better understand this situation, the British Association for the Online Edition (AOP) announced this week a new system of classification of cookies with the American Society of Management of digital risks The Media Trust .
How does it work? The Media Trust will scan and catalog the names of cookies placed in the browser of a regular visitor on the site of a participating publisher, and will map these names to its database of domains and functions of cookies being run.
While the content of a cookie can only be read by the domain that issued it, Media Trust's European author, Matt O'Neill, clarified that the name could be read by anyone who. The unique identifier of each user is in the content of the cookie, he said, while the name of the same cookie function belonging to the same domain is identical on all browsers users.
The name corresponds to the domain of the company that issued the cookie and to its function, such as tracking a user who made a purchase. If the cookie feature is not known, Media Trust sends an email to the provider asking him to fill out an online questionnaire about industry categories, such as advertising / marketing and the cookie function.
If a vendor does not respond, each publisher can determine if they are willing to take the risk of seeing this unclassified cookie removed from their site or if they have to redouble their efforts to deal with the vendor.
Of course, the set of cookies identified by each publisher makes it possible to create a complete and shared database on the sources and functions of the cookies.
What are the benefits for publishers? With this breakdown, the publisher can then get a view of the providers using his site and the purposes for which they are tracking users. For European publishers, this can help determine which suppliers conduct activities in accordance with General Data Protection Regulations (GDR) as well as determine whether unauthorized sellers are using their site. .
This could also help publishers solve page loading problems, as collecting data from suppliers could, in some cases, compromise the speed of page delivery.
The AOP has stated that it is in the process of creating an advertising protocol defining the conditions and obligations of sellers who place cookies and penalties applicable to sellers who do not comply with publisher standards.
Prior to this collaboration, Media Trust regularly analyzed cookies issued by publishers to visitors, and then sent a report to the publisher. Now, O'Neill said, the organization of publishers and participating publishers can easily view the results, and vendors are participating in the effort of classifying their own cookies and defining their functions.
O'Neill adds that, to his knowledge, this is the first effort for which cookie data is validated by vendors.
Why this is important for marketing. The AOP / Media Trust collaboration represents only the last effort to control cookies, so to speak.
The Dutch company Screen6, for example, recently launched a means of tracking users without a cookie, as part of its effort to reduce the match rate of cookies. The efforts of the Advertising ID Consortium and DigiTrust of the Bureau of Interactive Advertising (IAB) consist separately and together, attempt to simplify the current methods of tracking users, in part by setting up a common cookie.
While Consumer Privacy Regulations, such as GDPR and the California Consumer Privacy Act become a more important factor and the customer experience becomes the differentiator Key, brands and publishers know that they must have multiple means of identification targeting users under control.
In all scenarios, publishers first get a clear idea of the tracking mechanisms deployed on their sites.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a senior online producer / writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.