Infographic: Journey Through ‘The Garden of Identifiers’
- Written on
- May 21, 2014
- Adotas |
ADOTAS – They say April showers bring May flowers, and here we are in May with everything blooming. Like those pesky dandelions sprouting up everywhere, there’s a profusion of approaches to recognizing and reaching online audiences: cookies, Apple identifiers, Google identifiers, device recognition and more. It’s a regular jungle out there!
To help make sense of this bumper crop of technologies, AdTruth has released a new infographic: “The Garden of Identifiers.” It introduces many of the various approaches, describes their uses, explores the search for a “super identifier” and helps explain the concept of performance.
ADOTAS, founded in 2003, is a premier news publication focused on the Internet advertising and media industry. ADOTAS features a twice-daily email newsletter and web site and is proud to reach well over 100,000 advertising professionals monthly.
ADOTAS was acquired by New York Publishing Group Inc. in May 2007. Our emphasis is on providing the best news and information on media buying, planning, selling, technology and activities of the digital media business to the interactive advertising community. We are proud to have over 100 contributing writers, including the foremost experts in the field.
ADOTAS has built on a tradition of excellence to become the most trusted source of information among leaders in the online marketplace. Professionals read, comment and learn from our publication each day.
This characterization seems really off-base on several counts – particularly on what constitutes a device ‘fingerprint’ and how that differs from ‘Device Recognition’ (most operators I have met would say it doesn’t). I would characterize ID types as follows:
1. Web Cookies
2. Proprietary ID’s: Exist only within the various ‘walled garden’ environments that promote them
3. Software Extension: This is a fairly vague category of tricks/techniques folks use to read or set identifiers that are not normally available; These range from the innocuous, in which consumers opt-in to the installation of a plug-in or other software that will persistently identify them and/or collect their web viewing behavior for commercial analysis (e.g. Nielsen online plugins and utilities) to the malicious (adware, spyware, etc.). Normally I would lump my MAC address into this category since you’d have needed something other than an http request to discover it. This category would also include Flash local shared objects, other plug-in application persistent storage and HTML5 localStorage objects where applicable. I think the authors may have confused this type of invasive identification with device fingerprinting because some vendors of software extension technology have downplayed its seriousness by describing it as ‘fingerprinting’. Unauthorized software extension is where the real invasive, poison identifiers are created and used.
I thought that I would need to back up my assertions from my own experience, but someone has posted a great article accurately characterizing device fingerprinting on Wikipedia under the heading “Device Fingerprint” – check it out. And happy (effective, privacy-compliant) online marketing!
- Posted by Will Clayton | 4:22 pm on May 21, 2014.
Leave a Comment
- Operative Partners with Moat Providing Automated Inventory Management for Viewability
- Visible Measures Report: Top 10 Super Bowl Ads
- Q&A: Exploring Elite SEM’s Launch of New Division To Help High-Volume Marketers Reach Active Shoppers
- Adadyn Adds Fully Automated Dynamic Ads Enhancements
- Myth Busting: Programmatic Advertising Does Not Kill Creative
Watch Out! Digital Marketing Trends You Didn’t See Coming
Michael Kahn, Chief Executive Officer, Performics Worldwide, looks at VR, wearables and robots, oh my! Adotas: What do you predict for ... more...
- Operative Partners with Moat Providing Automated Inventory Management for Viewability February 11th 2016 Operative Partners with Moat to Provide Publishers with First Automated ...more »
- Visible Measures Report: Top 10 Super Bowl Ads February 11th 2016 Visible Measures, a content marketing and measurement/analysis company, has put ...more »
- Q&A: Exploring Elite SEM’s Launch of New Division To Help High-Volume Marketers Reach Active Shoppers February 11th 2016 Elite SEM, a digital agency specializing in performance marketing, has ...more »
- Adadyn Adds Fully Automated Dynamic Ads Enhancements February 10th 2016 Adadyn announced it has integrated fully automated creative ads and ...more »
- Myth Busting: Programmatic Advertising Does Not Kill Creative February 10th 2016 A look at how automation is driving the future ...more »
- Leading Outstream Mobile Video Ad Categories February 10th 2016 Retail, Tech and Consumer Packaged Goods were the Leading Outstream ...more »
- Factual & InMobi Partner to Enable Location-Based PMPs February 9th 2016 Factual has announced an expansion of their current partnership with ...more »
- Visible Measures Report: Top 10 Super Bowl Ads February 11th 2016
- Myth Busting: Programmatic Advertising Does Not Kill Creative February 10th 2016
- The Ins & Outs Of Retargeting February 9th 2016
- AppsFlyer: The State of App Marketing February 8th 2016
- Regulatory Trends You Need to Keep on Your Radar February 5th 2016
What will be the most important vertical in online advertising in 2016?
- Mobile (53%, 284 Votes)
- Programmatic (26%, 137 Votes)
- Video (21%, 112 Votes)
- B2B Sales & Marketing Reps
- B2B Sales & Marketing Reps
- Sales Representative - Dallas
- Sales Representative - Austin
- Sales Representative - Omaha
- Brian T. Nakamoto: Hi Diaz, Do you know when we can expect the IAB to finalize and publish the
- Kantar Media's Super Bowl Ad Analysis–Past, Present, Future - ADOTAS -: [...] B2B Marketing Predictions for 2016 January 12th 2016 Madison Logic has put together an
- Kantar Media's Super Bowl Ad Analysis–Past, Present, Future - ADOTAS -: [...] Q&A: Why Authenticity Will Help Brands Rise Above Content Clutter in 2016 [...]